Senior Digital Analytics Implementation Specialist

AJAY KUMAR

Senior Digital Analytics Implementation/Reporting Specialist

************@*****.*** 302-***-****

PROFESSIONAL SUMMARY

Results-driven Digital Analytics professional with 9+ years of experience implementing and optimizing Adobe Analytics SiteCatalyst,Omniture, Adobe Launch, Google Analytics GA4,GA360, Google Tag Manager GTM, and Looker Studio across Fortune 500 enterprises. Proven expertise in end-to-end tag management, solution design, data layer architecture, and executive-level reporting. Deep hands-on experience migrating UA/GA360 to GA4, building Adobe Launch rule frameworks, configuring eVars/props/events, and delivering actionable insights through custom dashboards. Skilled collaborator bridging business stakeholders, engineering teams, and analytics platforms to drive measurable revenue impact. Experience supporting Adobe Experience Platform (AEP) use cases including Customer Journey Analytics (CJA) and data readiness for Real-Time CDP integrations.Strong background bridging marketing, analytics, and engineering teams to support customer journey orchestration. Collaborated with business stakeholders to gather and translate marketing requirements into scalable journey designs within AJO. Designed and configured event-driven journeys leveraging real-time customer profiles from Adobe Experience Platform (AEP)

CORE COMPETENCIES & KEYWORDS

Adobe Stack: Adobe Analytics Adobe Launch Adobe Experience Cloud Adobe Workspace Reporting Adobe Target Adobe Audience Manager eVar/Prop/Event Configuration Report Suites Virtual Report Suites (VRS) CJA Data Warehouse Processing Rules SAINT Classification Marketing Channel Rules Bot Rules AEP Web SDK

Google Stack: Google Analytics 4 (GA4) Google Tag Manager (GTM) Looker Studio (Google Data Studio) Google Analytics 360 (GA360) Universal Analytics (UA) Google Search Console BigQuery Custom Dimensions & Metrics Audience Building Core Web Vitals

Reporting & Visualization: Looker Studio Adobe Workspace Tableau Power BI DOMO QlikView KPI Dashboards Funnel Analysis Revenue Attribution A/B & Multivariate Testing

Tag Management: Adobe Launch Google Tag Manager (GTM) Tealium Ensighten DTM Data Layer Design SDR Documentation ObservePoint OneTrust Cookie Consent

Technical Skills: JavaScript HTML5 CSS3 SQL Regex JSON XML React/Angular SPA Tracking API Integrations Python JIRA Agile/Scrum

PROFESSIONAL EXPERIENCE

Data Operations Lead / Tagging Specs Implementation Specialist CVS Pharmacy, Rhode Island May 2025 – Present

•Spearhead end-to-end Adobe Analytics implementation across CVS's web and mobile digital properties as Data Operations Lead for the Martech & Adtech team

•Authored and maintained comprehensive technical documentation covering web analytics, marketing analytics, and CX analytics tool configurations and SDR specs

•Administered multiple Adobe Analytics Report Suites across Dev, UAT/QA, and Production environments, enforcing governance and deployment workflows

•Architected custom conversion event tracking models supporting funnel analysis, subscription tracking, and multi-touch revenue attribution

•Configured direct call rules, custom link tracking, and virtual page view capture using Adobe Launch for complex SPA interactions

•Led report suite audits to eliminate redundant variables and optimize the overall tracking architecture

•Identified GA4 implementation gaps via GTM and collaborated with dev teams to resolve tracking discrepancies and reporting inconsistencies

•Collaborated cross-functionally with Analytics, Engineering, Tag Management, and Product teams to build, deliver, and maintain tag specs

•Extracted large-scale clickstream datasets via Adobe Analytics Data Warehouse to support ad-hoc deep-dive analysis; collaborated with the data engineering team to deliver structured data exports into the enterprise data lake for downstream reporting and data science consumption

•Acted as a bridge between business stakeholders and technical teams, translating marketing and analytics requirements into detailed Solution Design Reference (SDR) and implementation specifications.

•Partnered with marketing and product teams to define customer journey tracking requirements aligned with personalization and journey orchestration goals.

• Created and managed user stories, acceptance criteria, and backlog items in Agile environments to support analytics feature delivery.

• Led UAT validation sessions to ensure tracking implementations and data mappings met business expectations and governance standards.

•Collaborated on aligning analytics data structures with AEP use cases including Customer Journey Analytics (CJA) and Real-Time CDP readiness

•Integrated AJO with upstream and downstream systems (CRM, data sources, APIs) to ensure seamless data flow and activation.

•Developed and optimized decisioning strategies using AJO’s rules engine to deliver personalized content at key customer touchpoints.

Environment: Adobe Analytics, Adobe Launch, Adobe Workspace, Web SDK, JavaScript, HTML, CSS, SQL, Adobe Experience Cloud Debugger, Rally, JIRA

Analytics Developer / Analyst Hanesbrands, North Carolina July 2024 – Jan 2025

•Implemented and maintained Adobe Launch and GA4 tracking for Hanes, Champion, and Maidenform brand websites, ensuring data accuracy across properties

•Created Solution Design Reference (SDR) documents defining eVar/prop/event mappings, classification hierarchies, and attribution logic

•Configured processing rules, bot rules, marketing channel rules, and Virtual Report Suites (VRS) to standardize multi-brand reporting

•Built and maintained Looker Studio dashboards and Adobe Workspace reports for business stakeholders; resolved CJA reporting bugs

•Led GA4 implementation, site audits, and reporting for Australian market; utilized GTM as the tag management platform for the full Google Analytics stack

•Applied Regex to automate marketing channel attribution and data cleansing within Adobe Launch Processing Rules

•Performed deep-dive troubleshooting using network calls, Adobe Debugger, and server call analysis to reconcile analytics data with backend transaction systems

•Implemented Web SDK and validated raw Adobe Analytics data feeds to investigate discrepancies between reporting interfaces

•Utilized Adobe Analytics Data Warehouse to pull segmented, high-volume datasets for quarterly business reviews and attribution modeling, enabling the insights team to perform analysis beyond standard Workspace report limits

•Translated business requirements into functional specifications for analytics and reporting across digital marketing channels.

•Worked with stakeholders to enhance campaign tracking and audience segmentation strategies for improved marketing orchestration.

•Supported Customer Journey Analytics (CJA) use cases by ensuring accurate and structured data collection aligned with KPIs.

Environment: Adobe Analytics, CJA, Adobe Launch, GA4, Looker Studio, GTM, JavaScript, HTML, CSS, SQL, Adobe Experience Cloud Debugger, JIRA

Google Analytics Consultant / IT Business Analyst Analog Devices, Boston, MA Jan 2023 – May 2024

•Led enterprise-wide migration of all Google Analytics 360 (UA) properties to GA4, including web and app property creation, validation templates, and data discrepancy dashboards

•Designed and deployed GA4 Custom Dimensions, Custom Metrics, and audience segments; implemented Core Web Vitals tracking via Simo Ahava's GTM template

•Performed large-scale GTM container audits covering tag validation, trigger configuration, variable management, and data layer integrity

•Conducted comprehensive digital analytics architecture audits and owned setup of Google Search Console, GTM, and third-party tag implementations

•Built Looker Studio (Google Data Studio) dashboards for executive and operational reporting post-GA4 migration, replacing UA-360 reports

•Integrated GA4 Search Console, implemented cookie consent (OneTrust), PII sensor, auto-link domain tracking, scroll tracking, and video tracking

•Utilized Regex within Adobe Launch and processing rules to normalize campaign parameters and standardize traffic source categorization

•Acted as Business Analyst / Scrum Master: gathered requirements from PM and product teams, connected with dev teams for data layer pushes and bug resolution

•Functioned as a Business Systems Analyst by gathering requirements and translating them into actionable analytics solutions.

•Participated in Agile ceremonies including backlog grooming, sprint planning, and prioritization for analytics initiatives.

•Communicated complex technical implementations to non-technical stakeholders ensuring alignment across teams

Environment: GA4, Google Analytics 360, GTM, Looker Studio, BigQuery, Google Search Console, Adobe Launch, JavaScript, HTML, CSS, SQL

Adobe Analytics Developer / Digital Analyst MGM Resorts International, Las Vegas, NV Nov 2021 – Nov 2022

•Delivered end-to-end Adobe Analytics development, support, testing, and analysis across multiple MGM digital properties

•Designed and implemented scalable prop, eVar, and custom event frameworks aligned with business KPIs and cross-channel measurement strategies

•Migrated all websites from Ensighten tag management to Adobe Launch; documented all DOM elements and deployment instructions for development teams

•Implemented Adobe Target A/B testing on homepage widgets to increase conversion rates; built dashboards to monitor test performance and final results

•Created and maintained Adobe Workspace dashboards within Adobe Experience Cloud for business stakeholders and executives

•Set up ecommerce customer journey tracking from product views through successful transactions; performed root cause analysis on behavioral funnel drops

•Maintained operational reports and dashboards in Adobe Cloud and Quantum Metrics; supported data quality controls and integrity processes

•Developed Power BI dashboards for cross-property digital performance reporting, integrating Adobe Analytics data exports with revenue data to enable marketing teams to identify top-converting traffic sources and campaign ROI across MGM resort properties

•Supported end-to-end digital marketing lifecycle tracking from user interaction capture to reporting and optimization insights.

•Collaborated with business teams to define KPIs, funnel stages, and customer journey touchpoints

Environment: Adobe Analytics, Adobe Launch, Adobe Target, Adobe Workspace, JavaScript, HTML, CSS, SQL, Adobe Experience Cloud Debugger, Tableau, JIRA, Asana

Adobe Analytics Consultant Bank of New York (BNY Mellon), New Jersey Dec 2019 – Oct 2021

•Tracked user journeys across HomePage, Category Pages, and Product Detail Pages using Adobe Analytics prop/eVar frameworks

•Built A/B and multivariate testing dashboards for business stakeholders at traffic split and production deployment milestones

•Utilized ObservePoint to validate clickstream analytics tags including Adobe Analytics pixels and third-party/social media tracking pixels

•Leveraged Ad Hoc Analysis to create high-value business segment views and integrate with Adobe Marketing Cloud solutions

•Developed operational KPI reports and dashboards; supported data quality controls and integrity improvement recommendations

•Implemented Adobe Target server calls via tag management; coordinated with Tableau teams on data delivery for executive reporting

Environment: Adobe Analytics, Adobe Launch, Adobe Target, ObservePoint, Tableau, JavaScript, HTML, CSS, SQL

Adobe Analytics Consultant MUFG Bank, New Jersey Feb 2019 – Nov 2019

•Created page rules, event rules, and data elements in Adobe Launch to implement tracking requirements from Solution Design Reference documents

•Developed A/B testing campaigns and MVT scenarios to increase conversion rates; defined success metrics and implemented attribution logic

•Built custom funnels, ad-hoc reports, and dashboards; improved requirement traceability across all stages of the analytics development lifecycle

•Worked closely with dev teams on data layer implementations for form submits and registration flows; performed Launch cleanup and governance

•Implemented integrations across SEO, SEM, email, display advertising, retargeting, and social media marketing for unified analytics tracking

•Worked closely with power bi team to show case the visualized reports to the business stake holders

Environment: Adobe Analytics, Adobe Launch, AEP, Report Suites, Adobe Target, JavaScript, HTML, power bi

Google Analytics Analyst J.C. Penney, Dallas, TX Sep 2016 – Dec 2018

•Performed GTM container audits for tag validation, trigger configurations, and data capture across all digital assets

•Designed and implemented digital analytics strategy, solution design, and tag management for complete web asset portfolio

•Led digital campaign creation and management including audience profiles, landing page optimization, and marketing channel attribution

•Applied web analytics methodologies for optimization, campaign performance evaluation, user segmentation, and marketing-influenced revenue analysis

Environment: Google Tag Manager (GTM), Google Analytics, DTM, HTML, JavaScript, XML, Microsoft Excel

Analytics Consultant MetaMinds Software Solutions, India Apr 2014 – Jul 2015

•Developed and maintained reports, dashboards, and scorecards using Omniture SiteCatalyst and Google Analytics

•Implemented and configured SiteCatalyst SDK for web performance tracking; managed tag migration from legacy systems to Ensighten TMS

•Created IBAI (Insights, Business Action, Impact) business model to shift from clickstream to action-oriented digital analysis

•Produced BRDs and SDR documents; applied SAINT classifications, processing rules, and campaign tracking configurations

Environment: Adobe Analytics (Omniture/SiteCatalyst), Google Analytics, Ensighten, GTM, Tableau, HTML, JavaScript

EDUCATION

Master of Science, Computer Science University of Central Missouri 2016

Bachelor of Technology, Electronics & Communications RCEE University India 2014

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