Google Tag Manager (GTM) Process Manager - Media Operations & Advanced Tracking

Process Manager

Description

Role Overview

We are seeking a highly experienced Google Tag Manager (GTM) Subject Matter Expert (SME) for our Media Operations and advanced tracking/implementation. This role requires deep technical expertise in GTM and GA4, along with the ability to translate complex marketing and business objectives into scalable, compliant, and future-ready tracking solutions.

As an SME, you will own the end-to-end tracking across web and mobile platforms, drive best practices, and act as the primary technical advisor for stakeholders, developers, and external partners.

Key Responsibilities

• Design, implement, and maintain enterprise-grade tracking frameworks using GTM Web, GTM Server-side, GA4, and Firebase across web and mobile app environments.
• Define scalable event taxonomies, naming conventions, and dataLayer standards for global deployments.
• Develop custom tracking solutions using JavaScript, JSON, and regular expressions to support complex business logic beyond standard tag capabilities.
• Build and maintain custom GTM templates and advanced trigger logic.
• Collaborate with marketing, product, analytics, and engineering teams to define measurement frameworks, KPIs, and attribution models.
• Translate business requirements into detailed tracking specifications and technical documentation.
• Lead the implementation of cookie consent management platforms (CMPs) and privacy-first tracking strategies.
• Ensure compliance with global data protection regulations including GDPR, CCPA, and other regional privacy laws.
• Diagnose and resolve complex tracking issues and data discrepancies using tools such as GTM Preview, Chrome DevTools, Charles Proxy, and network debuggers.
• Conduct comprehensive audits of existing tagging and analytics implementations and recommend optimizations.
• Act as the primary technical point of contact for external vendors, agencies, and ad-tech partners.
• Mentor junior Ad Operations specialists and collaborate closely with developers to ensure best-in-class tagging practices.
• Own end-to-end mobile app tracking architecture across Android and iOS using Firebase, SDK-based tracking, and server-side integrations
• Design and implement event instrumentation frameworks for mobile apps ensuring parity with web tracking
• Work closely with engineering teams to define SDK-based tracking (Firebase/custom events/APIs)
• Lead integration and management of MMPs (AppsFlyer, Adjust, Branch, Kochava)
• Configure attribution models, deep linking, SKAdNetwork, and fraud validation
• Ensure accurate mapping between app events → MMP → ad platforms → analytics tools
• Enable campaign attribution for installs and in-app events
• Align web (GTM), app (SDK/MMP), and backend tracking
• Build validation frameworks using Firebase DebugView, and MMP dashboards
• Strong experience with Firebase Analytics and mobile event tracking
• Hands-on experience with at least one MMP (AppsFlyer, Adjust, Branch, Kochava)
• Deep understanding of mobile attribution and SKAdNetwork
• Experience debugging mobile tracking via SDKs, logs, and network tools

Additional Responsibilities (Mobile & MMP Tracking)

Mobile & MMP Expertise (Must Have)

Required Skills & Qualifications

• GTM Expertise: Advanced mastery of Google Tag Manager, including Server-side tagging, custom templates, and complex trigger configurations.
• Technical Proficiency: Strong hands-on experience with JavaScript, HTML, CSS, DOM manipulation, and dataLayer architecture.
• Analytics Expertise: In-depth knowledge of GA4, including property setup, event modeling, cross-domain tracking, and debugging.
• Advertising Ecosystem Knowledge: Proven experience implementing and managing tracking for large-scale campaigns across Google Ads, Meta, LinkedIn, and programmatic DSPs.
• Data Visualization: Ability to create insightful dashboards and reports using Looker Studio or similar BI tools to measure performance, attribution, and ROI.
• Mobile Analytics: Firebase, GA4
• MMP Platforms: AppsFlyer, Adjust, Branch, Kochava
• Debugging Tools: Proxyman, Firebase DebugView
• SDK Knowledge: Android (Kotlin/Java), iOS (Swift/Obj-C)
• Privacy Frameworks: SKAdNetwork, ATT, GDPR-compliant tracking

Extended Tech Stack (Mobile + Attribution)

Preferred Certifications

• Google Analytics 4 (GA4) Certification (Good to Have)
• Google Tag Manager Advanced Certification (Must Have)
• Google Ads (Search, Display, Video) Certifications (Good to Have)

This role is ideal for a GTM Ad Operations professional who thrives at the intersection of marketing strategy, analytics, and engineering, and who can own complex tracking ecosystems at scale.