Digital Analytics Specialist

Job Description Summary The Digital Analytics Specialist is responsible for the implementation, governance, analysis, and optimization of digital measurement across the Medical University of South Carolina's web and digital ecosystem. Entity Medical University Hospital Authority (MUHA) Worker Type Employee Worker Sub-Type​ Regular Cost Center CC002377 SYS - Web Services Pay Rate Type Salary Pay Grade Health-30 Scheduled Weekly Hours 40 Work Shift Job Description This position serves as the subject matter expert for web analytics, tag management, HIPAA-compliant data collection, healthcare privacy regulations, and digital performance reporting.  Working closely with web strategy, marketing, development, SEO, service line marketing, and third-party vendors, this role ensures accurate, actionable, and privacy-compliant analytics across MUSC's websites, patient acquisition platforms, marketing campaigns, and digital tools.   The Digital Analytics Specialist translates complex data into meaningful insights that support organizational goals, improve patient access, optimize digital experiences, and inform strategic decision-making.   Key Responsibilities   Analytics Strategy & Governance (30%)   Serve as the primary administrator and subject matter expert for Google Analytics 4 (GA4), Google Tag Manager (GTM), Freshpaint, and related analytics platforms.   Develop and maintain enterprise measurement frameworks, tracking standards, naming conventions, and governance documentation.   Design and implement event tracking, conversion measurement, attribution models, and custom reporting solutions.   Ensure analytics implementations align with HIPAA, privacy regulations, organizational policies, and healthcare industry best practices.   Conduct regular audits of analytics configurations to ensure data quality, consistency, and accuracy.   Analytics Implementation & Integration (25%)   Configure and maintain tracking across websites, digital applications, patient acquisition tools, and third-party platforms.   Collaborate with developers and vendors to implement and validate data layers, event tracking, and analytics integrations.   Manage analytics integrations with platforms such as Freshpaint, DexCare, CRM systems, marketing automation platforms, scheduling tools, search platforms, and other digital technologies.   Troubleshoot tracking issues and resolve data discrepancies across systems.   Reporting & Insights (25%)   Create dashboards, reports, and executive summaries that communicate digital performance to stakeholders across the organization.   Analyze website, campaign, SEO, content, and conversion performance to identify opportunities for optimization.   Partner with service line marketing teams to measure digital engagement, patient acquisition, and marketing effectiveness.   Translate complex analytics findings into actionable recommendations for business and marketing leaders.   Optimization & Innovation (15%)   Support testing, personalization, and optimization initiatives through data-driven recommendations.   Identify emerging trends, technologies, and best practices in healthcare analytics, privacy, and measurement.   Recommend improvements to analytics infrastructure and measurement capabilities.   Training & Stakeholder Support (5%)   Educate stakeholders on analytics tools, reporting methodologies, and performance metrics.   Provide consultation and guidance on measurement strategies for new digital initiatives.   Minimum Training and Experience   Bachelor's degree in Marketing, Analytics, Business, Information Systems, Computer Science, Communications, or a related field and three (3) years of progressively responsible experience in digital analytics, web analytics, marketing technology, or a related discipline.   Preferred Qualifications   3–5 years of experience managing enterprise analytics implementations.   Experience working within a healthcare, academic medical center, health system, or regulated industry environment.   Experience with HIPAA-compliant analytics implementations and healthcare privacy requirements.   Experience with Freshpaint or similar healthcare analytics platforms.   Experience with Google Analytics 4 (GA4) and Google Tag Manager (GTM).   Experience building dashboards using Looker Studio, Power BI, Tableau, or similar tools.   Knowledge of SEO, AIO, digital marketing, conversion optimization, and attribution modeling.   Familiarity with enterprise CMS platforms and digital experience platforms.   Required Knowledge, Skills, and Abilities   Advanced knowledge of Google Analytics 4 (GA4).   Strong understanding of Google Tag Manager (GTM) and event tracking implementation.   Knowledge of healthcare privacy regulations and HIPAA-compliant measurement practices.   Understanding of digital marketing analytics, attribution, and conversion measurement.   Ability to validate analytics implementations using browser developer tools and debugging platforms.   Experience interpreting large data sets and communicating findings to technical and non-technical audiences.   Strong analytical thinking, problem-solving, and attention to detail.   Excellent written and verbal communication skills.   Ability to manage multiple projects and priorities in a complex enterprise environment.   Preferred Technical Skills   Google Analytics 4   Google Tag Manager   Freshpaint   Looker Studio   Power BI   Tableau   BigQuery   Google Search Console   Siteimprove   Hotjar / Microsoft Clarity   JavaScript fundamentals   Data Layer Architecture   Consent Management Platforms   SQL (preferred but not required)   Success Measures (First 12 Months)   Establish enterprise analytics governance standards.   Improve data quality and measurement consistency across all MUSC digital properties.   Develop executive-level dashboards