Global Data Senior Manager - Marketing Measurement & Tag Engineering

Role overview

Global Data Senior Manager - Marketing Measurement & Tag Engineering at BCG

This role sits across both the analytics and data hub functions and the web and digital channel teams — serving as the shared technical measurement authority who ensures that what gets tracked is intentional, governed, and fit for the analytical and strategic purposes it is meant to serve.

Responsibilities

• Lead the design and deployment of tagging solutions across BCG's web and digital channel ecosystem — including Adobe Analytics, Google Tag Manager, and other tag management platforms — ensuring implementations are accurate, scalable, and aligned with the measurement plan.
• Maintain deep, current expertise across the evolving analytics and tracking technology landscape — including tag management platforms, server-side tagging, first-party data strategies, cookieless measurement approaches, and the growing role of AI in analytics platform configuration and data quality monitoring.
• Evaluate and pilot emerging measurement approaches — including server-side tagging, AI-assisted tag management, enhanced conversion tracking, and privacy-preserving measurement techniques — bringing a structured, evidence-based perspective on where new technology creates genuine measurement improvement versus where it introduces unnecessary complexity.

Preferred qualifications and skills

• Adobe Analytics certification, Google Analytics certification, or equivalent analytics platform credentials preferred; IAPP or equivalent privacy certification a plus.

Employment details

• Location: Gurgaon [Haryana] [India]

About the employer

• Develop and maintain a comprehensive tag audit and data collection inventory across BCG's digital properties — ensuring the organization always has an accurate, up-to-date picture of its measurement implementation and can identify gaps, redundancies, or compliance risks proactively.
• Embed privacy-by-design principles into BCG's measurement architecture — ensuring that data collection practices, consent signal implementation, and tag firing logic reflect a thoughtful, proactive approach to privacy rather than a reactive compliance posture.
• Own the technical implementation of BCG's consent management platform and its integration with the tag management and analytics infrastructure — ensuring that consent signals are captured accurately, respected consistently, and auditable when required.
• Stay current on the evolving regulatory landscape for digital measurement and data collection — anticipating how changes in privacy law, browser tracking restrictions, and platform data policies will affect BCG's measurement capability and bringing proactive recommendations to analytics and legal leadership.
• Partner with squads to ensure that the data collected through BCG's tracking implementation flows accurately and completely into the Snowflake marketing master dataset and is available in the form the dashboard and insight teams need.
• Strong hands-on experience with Adobe Analytics — including implementation, variable configuration, processing rules, and integration with tag management — as BCG's primary web analytics platform.

Additional role details

• Measurement Strategy & Implementation.
• Define and own BCG's web tracking and data collection strategy across the global marketing digital presence — establishing a coherent, forward-looking measurement architecture that captures the behavioral, engagement, and conversion signals.
• Set and enforce organizational standards for tag management, data layer design, and analytics platform configuration — creating the technical framework that allows the marketing analytics function to collect data consistently and reliably across a complex, multi-platform digital environment.
• Translate strategic business questions and marketing measurement priorities into precise measurement plans and tracking specifications — working with analytics leaders, channel owners, and product stakeholders to understand what needs to be measured and designing the technical implementation that captures it accurately.
• Partner with web development and CMS team to ensure data layer implementations are built to specification, tested thoroughly before deployment, and maintained as the digital environment evolves.
• Data Quality & Governance.
• Establish and enforce QA processes and standards across the marketing measurement environment — building the systematic validation, testing, and monitoring routines that guarantee data accuracy and reliability from the point of collection through to analytical consumption.
• Own the investigation and resolution of complex tracking issues and data discrepancies — conducting rigorous root cause analysis, identifying whether issues originate at the collection, pipeline, or platform layer, and driving resolution across the relevant technical teams with urgency and precision.
• Build and maintain the measurement governance framework and documentation that gives the marketing analytics function complete visibility into what is tracked, how it is tracked, why it was implemented, and what business question it serves — creating institutional knowledge that is accessible, current, and genuinely useful rather than technically dense and rarely consulted.
• Partner with the data engineering chapter to ensure that data quality standards applied at the collection layer are consistent with the governance and accuracy requirements of the downstream marketing master dataset in Snowflake.
• Privacy, Consent & Regulatory Compliance.
• Partner with BCG's legal, risk, and data governance teams on consent management strategy and regulatory compliance — serving as the technical measurement expert in conversations about GDPR, CCPA, and other applicable privacy frameworks, and ensuring that BCG's tracking implementation reflects current regulatory requirements.
• Own the roadmap for BCG's tracking and measurement capability — identifying where current implementations have gaps or limitations, evaluating emerging technologies and approaches, and advising senior analytics and data leadership on where to invest next to maintain and improve measurement quality and coverage.
• Serve as the internal subject matter expert and technical advisor on measurement and tracking for the broader marketing analytics function — providing guidance to analysts, data engineers, channel teams, and product owners on measurement methodology, data collection limitations, and the implications of tracking decisions for downstream analytical work.
• Work closely with the Director of Marketing Analytics and Data and the Director of Data Hub to ensure that measurement strategy and tracking implementation are aligned with the analytical questions the function is trying to answer — translating insight priorities into data collection requirements and feeding those requirements back into the measurement roadmap.
• Engage with web, content, and digital channel teams as a trusted partner on measurement — advising on tagging requirements for new digital experiences, reviewing analytics platform configurations for channel-specific deployments, and ensuring that measurement is treated as a first-class consideration in digital development and channel activation work rather than a post-launch afterthought.
• Collaborate with the SEO and Search Intelligence specialist to ensure that web analytics and search measurement data are captured with the precision and consistency needed to support accurate cross-channel performance analysis and audience behavior insight . 5–8 years of experience in digital analytics, marketing measurement, tag engineering, or a closely related technical field, with demonstrated hands-on expertise in web tracking implementation, tag management, and analytics platform configuration.
• Deep proficiency with enterprise tag management platforms — Google Tag Manager, Adobe Launch, or equivalent — including data layer design, custom variable configuration, and complex trigger and rule management.
• Solid understanding of data layer design principles and experience implementing and maintaining data layers across complex, multi-page and single-page web application environments.
• Working knowledge of server-side tagging approaches and first-party data measurement strategies, with a practical understanding of how these are being deployed in response to third-party cookie deprecation and evolving browser privacy restrictions.
• Strong familiarity with consent management platforms and their technical integration with tag management and analytics infrastructure — including experience implementing consent signal logic that meets GDPR, CCPA, and equivalent regulatory requirements.
• Solid analytical and data validation skills — including the ability to conduct systematic root cause analysis of tracking discrepancies, validate data collection accuracy across environments, and build QA frameworks that catch issues before they reach production.
• Working knowledge of how marketing measurement data connects to downstream data engineering environments — including familiarity with how tracking data flows into Snowflake or equivalent cloud data warehouse platforms and what data quality requirements apply at the collection layer.
• Familiarity with JavaScript sufficient to read, interpret, and troubleshoot tag and data layer code — hands-on JavaScript development experience is a meaningful advantage.
• Experience working in Agile or sprint-based delivery environments, with comfort contributing technical measurement requirements and roadmap input to product planning processes.
• Strong written and verbal communication skills, with the ability to translate technical measurement concepts into clear language for non-technical marketing and analytics stakeholders.
• Bachelor's degree in Computer Science, Information Systems, Marketing Technology, or a related field, or equivalent practical experience.
• This role operates as a shared measurement authority across BCG's Global Marketing Analytics, Data Hub, and digital channel teams — sitting at the point where marketing strategy, digital technology, and data collection intersect.
• Within the analytics function, you will work closely with product leadership — ensuring that measurement strategy and tracking implementation are continuously aligned with the insight priorities of the function and that the data flowing into the marketing master dataset is as accurate and complete as the analytical work that depends on it demands.
• Across the digital channel teams, you will be a trusted partner for web, content, SEO, and channel activation colleagues — advising on measurement requirements for new digital experiences, reviewing analytics configurations for channel-specific deployments, and ensuring that tracking is embedded into digital development workflows from the outset rather than bolted on after launch.
• Designing measurement architectures and tagging solutions that are technically precise, thoughtfully governed, and built to serve the analytical needs of a sophisticated marketing organization — you think about what the data needs to enable before you decide how to collect it.
• Diagnosing complex tracking issues with the rigor and persistence of an experienced forensic engineer — you find the root cause, fix it properly, document what you found, and put in place the monitoring that catches the same issue earlier next time.
• Communicating complex technical measurement concepts clearly to non-technical stakeholders — you can explain why a data discrepancy exists, what a consent signal means for tracking coverage, or what server-side tagging implies for an analytics implementation in language that a marketing leader or product owner can understand and act on.
• For this role, you will generally be expected to work from a BCG office or in person with clients on a regular basis (typically around 50% of working time), depending on business needs and in line with local policies and practices.