MarTech & Analytics Specialist (Tracking & Customer Data)
Reports to: Head of Performance Type: Full-time, permanent
About the role
We run a high-traffic travel business, and the marketing that powers it only works if the data underneath it is trustworthy. Every popup, form, campaign, ad, and checkout depends on tags firing correctly, events landing in the right place, and customer data flowing cleanly from the website into the tools that action it — and on someone turning all of that into insight the business can act on.
This role owns that layer. You are the person who makes sure we can measure what happens across our website and marketing, act on it, and trust the numbers. You implement and maintain our tag management, web and product analytics, ad-platform tracking, and customer-data pipelines and you turn the data they produce into clear reporting and recommendations.
You sit between marketing and the tech team. You are not a developer, but you speak their language: you scope what needs to be built, write clear requirements for the data layer and events, test rigorously, and validate that what ships actually works. You're the single point of truth for "is our tracking correct, and what is it telling us?"
What you'll own
Tag management (GTM). Own our Google Tag Manager containers end to end — tags, triggers, variables, the data layer — across dev and production. Keep them clean, documented, and version-controlled.
Web & product analytics. Own event tracking and configuration in GA4 and Amplitude — event design, naming conventions, funnels, attribution, cross-domain tracking, and self-referral/UTM handling — so the business has one reliable read on behaviour.
Ad-platform & conversion tracking. Own conversion tracking across our paid channels — Meta (Conversions API / pixel), Google Ads, and offline/server-side conversion imports — so marketing spend is measured accurately and attribution holds up.
Customer data & Braze. Own the flow of customer and behavioural data into Braze (and our wider customer-data stack) — SDK/tag implementation, custom events and attributes, external-ID/identity handling, audience segmentation inputs, and syncs from source systems.
Reporting & insight. Build and maintain dashboards and reporting that the marketing and performance teams can rely on and self-serve from — and turn the data into clear recommendations, not just charts. This is an analyst role as much as an implementation one.
Measurement framework & governance. Own the tracking plan — a documented event taxonomy, naming conventions, and data dictionary that the whole team works off — so measurement stays consistent as the business grows.
Consent, privacy & compliance. Own cookie consent and consent-mode configuration (e.g. CookieYes, Consent Mode v2) and keep tracking compliant with POPIA / GDPR analytics, marketing, and personalisation tags gated correctly, with sensible data-retention practice.
First-party data & the cookieless shift. Help move us toward durable, privacy-first measurement - server-side tagging and first-party data.
Data integration & validation. Bring tracking data together for analysis (e.g. in BigQuery), connect sources, and validate what we report against source systems so the numbers reconcile.
Experimentation enablement. Provide clean, trustworthy measurement for A/B tests and conversion work so experiment results can be believed and acted on.
MarTech stack ownership. Evaluate, recommend, and integrate marketing-technology tools; keep the stack coherent and the vendor relationships (e.g. Braze) productive.
Re-platforming migration. Lead the re-implementation and QA of the entire tracking and data layer on the new website (Nuxt), so measurement and customer-data flows are intact and verified at launch.
Data integrity & troubleshooting. Be the first responder when numbers look wrong — diagnose double-firing, missing events, broken attribution, identity mismatches — and drive the fix through the tech team.
How the role works with the team
You are the bridge between marketing and tech. You translate marketing and performance needs into precise, buildable requirements for developers, then test and sign off on what they deliver. You work closely with the front-end/dev team on anything that needs to happen in code (data layer, SDKs, site-side events), with marketing, paid media, and campaign colleagues on what needs to be measured and actioned, and with platform vendors (e.g. Braze) on audits and best practice.
Others build in the codebase; you specify, configure in the platforms you own, validate, report, and hold the standard. When tracking is right, nobody notices, that's the job.
What you'll bring
Hands-on expertise with Google Tag Manager — comfortable building and debugging tags, triggers, and a clean data layer without needing a developer for the GTM side.
Strong working knowledge of GA4 (event-based model, configuration, funnels, attribution) and ideally Amplitude or a comparable product-analytics tool.
Experience with ad-platform conversion tracking — Meta CAPI/pixel, Google Ads conversions, and server-side/offline conversion imports.
Experience implementing and maintaining a customer engagement / CDP platform — Braze ideally, or similar (Iterable, Klaviyo, Salesforce Marketing Cloud, etc.) — including custom events/attributes and identity handling.
Ability to build reporting and turn data into insight — dashboards plus a clear point of view on what the numbers mean and what to do next.
Understanding of consent management, privacy, and compliance (Consent Mode, cookie tools, POPIA/GDPR, gating tags correctly).
The ability to write clear technical requirements and work productively with developers — you don't code the site, but you know exactly what to ask for and how to test it.
Ways of working
Rigorous and detail-obsessed about data accuracy — you assume nothing works until you've verified it end to end.
Strong analytical problem-solving — you can trace a wrong number back to its cause.
Comfortable prioritising competing requests and working with autonomy and ownership.
A clear communicator with non-technical stakeholders — you explain why a number is what it is, in plain language.
Curious and current — you keep pace with a fast-moving analytics and privacy landscape (GA4 changes, iOS/privacy shifts, platform updates).
Nice to have
Exposure to headless / modern JS front-ends (Nuxt, Vue, or similar) and how tracking behaves on them.
Working knowledge of dataLayer patterns and server-side tagging (e.g. server-side GTM).
Comfort with SQL / BigQuery for validating and modelling data against source.
A grounding in SEO and content infrastructure
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TourAxis is a UK-based travel group that builds and incubates travel brands, platforms and technology, including tour operator Expat Explore and Group Tour Shop. It serves both leisure travellers seeking guided multi-country tours and travel trade partners.
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