Senior Ad Operations and Attribution Strategist

We are seeking a Senior Ad Operations and Attribution Strategist to own conversion tracking and measurement architecture across our client portfolio. This full-time role leads the design, implementation, and governance of conversion tracking and digital measurement frameworks across a wide array of paid media platforms, and serves as the agency's most senior technical resource for Google Tag Manager, GA4, and attribution accuracy. You will take on our most complex implementations, set the standards the broader team follows, and ensure that media performance is measurable, compliant, and scalable across client engagements.

Beyond hands-on implementation, this position carries scoping and advisory responsibility. You will define which conversion tracking work is included in standard marketing and web engagements versus what requires additional scope, support Client Services in estimating and pricing that work, and contribute tracking assessments to audits and new business. This position plays a critical cross-functional role between Strategy, Paid Media, Client Services, Analytics, and Web.

What You'll Do

Conversion Tracking & Tag Management

• Own end-to-end conversion tracking for platforms including Google Ads, Microsoft Ads, Meta, LinkedIn, TikTok, and others, including pixel and tag deployment, enhanced conversions, Conversions API integrations, and offline conversion imports.

• Lead the full range of Google Tag Manager capability across web and server containers: tag, trigger, and variable architecture, trigger groups, custom HTML tags, custom JavaScript and data layer variables, lookup and RegEx tables, custom templates, tag sequencing and firing priority, folders, workspaces, environments, version control, and container import and export.

• Design and implement server-side tagging in GTM, including client and transformation configuration, first-party data collection, and migration of vendor tags from web to server containers.

• Author data layer specifications for client development teams and configure custom event tracking, including ecommerce schemas, where the data layer does not yet exist.

• Ensure accurate tracking in GA4, ad platforms, and CRM environments through robust QA and testing, including cross-domain tracking and conversion linker configuration.

Attribution QA & Data Governance

• Own the agency QA standard for tag and event implementation across websites, landing pages, and media campaigns, including pre-launch and post-launch validation.

• Debug and resolve tracking issues using GTM preview mode, Google Tag Assistant, Chrome DevTools, Meta Pixel Helper, and platform diagnostics, and serve as the escalation point when others are stuck.

• Implement and validate Google Consent Mode v2 and consent-aware tag firing in partnership with the agency's consent management service line.

• Maintain tracking documentation, event taxonomies, naming conventions, and standardized UTM structures across the client portfolio.

• Govern data quality and privacy in the tag layer, including PII redaction and consent-state behavior.

Scoping & Measurement Consulting

• Serve as the technical authority on which conversion tracking work is included in standard marketing and web scopes versus what requires additional scope, and apply that standard consistently across accounts.

• Identify requests that exceed standard scope, such as data layer builds, offline and enhanced conversions, custom CRM integrations, and custom JavaScript, and support Client Services in estimating and pricing that work.

• Contribute conversion tracking assessments to client audits, pre-sale diligence, and new business pitches.

• Turn recurring tracking work into documented, repeatable processes the broader team can execute.

Cross-Functional Leadership

• Translate marketing measurement goals into technical tracking requirements and lead technical conversations with client developers and stakeholders.

• Support campaign launches with proactive tag setup, testing, and sign-off.

• Mentor strategists and analysts on conversion tracking fundamentals and build internal enablement documentation.

• Build visual dashboards or collaborate with analytics to deliver insights on funnel performance and attribution.

What You'll Bring

• 6+ years of experience in ad operations, digital analytics, or conversion tracking, with a track record of owning complex implementations end to end.

• Expert-level command of Google Tag Manager across web and server containers, including custom templates, custom JavaScript variables, lookup and RegEx tables, trigger groups, consent initialization, tag sequencing, workspaces, environments, versioning, and container import and export.

• Expert-level GA4 implementation experience, including custom events and dimensions, cross-domain measurement, Measurement Protocol, and attribution settings.

• Deep knowledge of major ad platforms and their tagging requirements, including enhanced conversions, Conversions API, UET, and offline conversion imports.

• Hands-on server-side tagging experience, including clients, transformations, and first-party data collection.

• Strong understanding of browser-based tracking, cookies, consent, and attribution principles, including Google Consent Mode v2 and the practical effects of privacy changes on measurement.

• Mastery of debugging tools including GTM preview mode, Google Tag Assistant, Chrome DevTools, and Meta Pixel Helper.

• Ability to write and modify JavaScript for custom tagging, data layer work, and enhanced ecommerce tracking, and to author data layer specifications developers can build from.

• Experience integrating tracking with CRMs or MAPs (e.g. HubSpot, Salesforce, Marketo), including offline conversion syncs.

• Working knowledge of consent management platforms (e.g. OneTrust, Cookiebot, Ketch) and privacy compliance considerations.

• Experience scoping and estimating technical tracking work and explaining trade-offs to non-technical stakeholders.

• Exceptional attention to detail and documentation skills, with the ability to mentor others.