The MarTech Lead owns the implementation of Customer's marketing technology stack specific to Google Tag Manager (GTM), GA4 and the BigQuery pipeline that connects them. This role bridges marketing, engineering, and data teams to ensure clean, consented, and actionable data flows from web/app properties into downstream analytics and lifecycle marketing tools like Iterable.
Key Responsibilities
Tag & Data Layer Architecture
Design and maintain the data layer contract across web/app properties in partnership with engineering
Own GTM container structure: tags, triggers, variables, workspace governance, and version control/publishing discipline
Ensure GA4 event architecture aligns with business definitions (conversions, custom dimensions/metrics)
GA4 → BigQuery Pipeline
Manage the GA4 BigQuery export (linking, schema understanding, sampling/threshold considerations)
Write and maintain SQL to model raw GA4 event data into analysis-ready tables/views
Partner with data/analytics team on downstream reporting, dashboards, and attribution models
Troubleshoot data discrepancies between GTM/GA4 client-side events and BigQuery server-side records
Iterable / Lifecycle Marketing Integration
Own the technical integration between web/app event data and Iterable (via API, webhook, or CDP-style data feeds)
Ensure event and user-property data captured via GTM/data layer is structured to support Iterable segmentation, triggered journeys, and personalization
Maintain data hygiene for identity resolution (matching anonymous web activity to known Iterable profiles)