Digital & Data Operations Manager

The Digital & Data Operations Manager is the operational owner of Marketing data, analytics, tracking, and conversion optimization. 

The role manages and provides recommendations and analysis to continuously improve PCMA's MarTech ecosystem, marketing performance, and digital user experiences through data. 

It bridges digital strategy and execution, ensuring PCMA's digital experiences are intuitive, accessible, high-performing, and aligned with organizational growth and revenue objectives. 

The work spans data analysis, user experience review, conversion optimization, marketing automation, personalization and audience targeting, by sector. 

Actionable Insights 

• Partner with Marketing Managers and Business Units to translate strategy into measurable data and reporting requirements. 
• Serve as the marketing team's primary resource for data interpretation, coaching staff on reading dashboards and acting on insights. 
• Work with IT and AMS/CRM owners to maintain clean, well-governed member and constituent data across systems. 
• Present actionable findings and recommendations to marketing leadership and cross-departmental stakeholders in clear, non-technical terms. 
• Work with the marketing team to build campaigns, turning audience insights into targeting, messaging, and measurement plans. 

User Experience & Conversion Optimization 

• Analyze member and participant journeys across join, renewal, event registration, education enrollment, and community participation to identify drop-off points. 
• Design and run A/B and multivariate tests on landing pages, registration flows, and email campaigns; document results and scale what wins. 
• Use behavioral data — funnel reports, heatmaps, session recordings — to recommend page, form, and checkout improvements. 
• Help build new flows and automations across the member and participant lifecycle — onboarding, renewal reminders, registration follow-up, and re-engagement journeys. 
• Track and report conversion rates for core association funnels (join, renew, register, enroll, give) and set improvement targets. 

Analytics & Performance 

• Monitor performance of membership, event, and education marketing campaigns against KPIs, and calculate ROI on marketing spend by channel, campaign, and audience. 
• Track campaigns effectively end to end — maintaining UTM taxonomy, conversion tags, and source attribution so every campaign’s results can be measured and compared. 
• Build and maintain leadership dashboards covering acquisition, renewal, registration pacing, and engagement. 
• Segment members and prospects, delivering audience insights that inform targeting by sector, industry, and member type, as well as personalization and lifecycle campaigns. 
• Deliver post-campaign and post-event analysis with clear recommendations for the next cycle. 
• Apply AI-enabled tools to expand analytics capacity — predictive and propensity scoring, automated insight generation, content and audience testing — within approved data governance and privacy standards. 
• Partner with various departments on reporting standards and optimization. 

Marketing Performance Analytics 

• Analyze campaign performance across email, digital marketing, web, social and paid channels, tracking campaigns effectively and calculating ROI by channel. 

• Identify trends and opportunities and recommend actions that improve engagement and conversion. 

 Dashboard Development 

• Build and maintain marketing performance dashboards using Power BI, Tableau, or similar tools. 

• Provide clear reporting for marketing leadership on key KPIs including campaign performance, registrations, and audience engagement. 

 CRM & Marketing Automation Reporting 

• Develop reports and insights using CRM and marketing automation platforms such as Salesforce, Microsoft Dynamics, or Marketing Cloud. 

• Support marketing teams with audience analysis and segmentation insights. 

 Digital Analytics 

• Analyze website traffic, user behavior, and conversion patterns using Google Analytics and related tools to improve digital experiences and campaign performance. 

• 2-5 years of experience in marketing analytics, digital analytics, or business intelligence. 

• Experience building dashboards in Looker Studio, Power BI, Tableau, or similar BI tools. 

• Familiarity with CRM systems (Salesforce, Dynamics, etc.). 

• Experience analyzing email marketing and digital campaign performance. 

• Strong working knowledge of digital and web analytics (Google Analytics or similar), reporting, and optimization, with the ability to translate data into actionable insights. 

• Experience partnering cross-functionally with marketing, content, technology, and business stakeholders in a matrixed organization. 

• Practical exposure to AI-enabled marketing tools or advanced analytics (e.g., predictive insights, personalization, testing, or automation), with an ability to scale usage over time. 

• Excellent communication and collaboration skills 

• Experience in associations, membership organizations, events, media, or professional services environments a plus. 

• Ability to perform work utilizing a computer for extended periods of time.
• Ability to sit for extended periods of time in performing the work.
• Ability to grasp objects utilizing fingers (fine motor manipulation).
• Ability to travel by air or ground transportation as required in performing the work.
• Ability to lift up to 15 pounds.