Digital Performance Brand Analytics Specialist

Plymouth Rock Assurance • Woodbridge Township, NJ

2d • $85,000 - $120,000

About The Position

We are seeking a data-driven, innovative, and highly analytical Digital
Performance & Brand Analyst to join our Enterprise Website team. This role is
responsible for measuring, analyzing, and optimizing website performance across
organic (SEO and AI-driven discovery) channels, while evaluating and tracking
the impact of brand initiatives on digital traffic, engagement, and
conversions.

This is not a paid media analytics role. Rather, this position focuses on
website behavior, organic search and brand performance, AI visibility trends,
experimentation strategy, and brand-driven traffic impact — partnering closely
with the Paid Media Analytics team to correlate performance across channels and
uncover holistic growth opportunities.

You will collaborate with our Website, SEO, and UX team, Brand team, and Paid
Media Analytics team to connect insights across organic, brand, and paid
efforts, driving measurable improvements in discoverability, engagement, and
conversion performance.

This role is ideal for someone who thrives in data, builds structured
hypotheses, and translates insights into actionable testing and optimization
strategies.

Requirements

• 3–5 years of experience in digital analytics, website performance, or marketing analytics.
• Experience analyzing user behavior, conversion funnels, and experimentation results.
• Strong working proficiency in Excel (pivot tables, lookups, formulas).
• Experience with GA4, Heap, and Google Search Console.
• Familiarity with SEMrush, Similarweb, Screaming Frog, Yoast, and WordPress or other CMS platforms.
• Understanding of attribution models and cross-channel measurement.
• Strong analytical thinking and ability to translate data into business insights.

Responsibilities

• Analyze website user behavior across organic (SEO and AI-driven), brand, referral, and direct traffic sources.
• Evaluate engagement metrics, user journeys, drop-off points, and conversion paths.
• Identify high-impact optimization opportunities across landing pages, content, and user flows.
• Develop data-backed hypotheses and partner with UX and Product teams to design, measure, and scale A/B tests, UX experiments, and content optimization initiatives.
• Measure and communicate the impact of testing initiatives on engagement, conversion, and business outcomes.
• Collaborate with the SEO Specialist to measure the impact of optimization initiatives.
• Track organic rankings, impressions, AI-driven search visibility, and downstream engagement trends.
• Analyze generative AI search traffic behavior and identify emerging performance patterns.
• Surface data-driven content and technical opportunities that improve discoverability and engagement.
• Measure the impact of brand campaigns on website traffic, search demand, engagement, and conversion behavior.
• Track and analyze branded search volume, branded keyword performance, and shifts in direct and organic traffic following brand initiatives.
• Develop brand performance reporting frameworks that connect brand activity to measurable digital outcomes.
• Partner with Brand and Marketing teams to align campaign objectives with digital KPIs and website performance metrics.
• Monitor and report on brand lift indicators within digital channels, including engagement quality and conversion influence.
• Identify correlations between brand campaigns and organic search growth, AI visibility trends, and website engagement improvements.
• Partner with the Paid Media Analytics team to correlate paid search activity with organic traffic and conversions.
• Identify overlap, halo effects, and incremental lift across channels.
• Align reporting frameworks to ensure consistency in performance measurement and attribution.
• Build dashboards and recurring reporting to monitor traffic, engagement, conversion, testing results, and brand impact trends.
• Translate complex performance data into clear, actionable insights for stakeholders.
• Present findings that inform prioritization, optimization roadmaps, and digital strategy.
• Proactively identify performance gaps across key landing pages, user segments, and traffic sources.
• Translate behavioral insights into structured experimentation roadmaps.
• Contribute to analytics standards, experimentation governance, and performance measurement best practices.
• Stay current on evolving attribution models, analytics tools, and AI-driven search developments.

Benefits

• 4 weeks accrued paid time off + 9 paid national holidays per year.
• Low cost and excellent coverage health insurance options that start on Day 1 (medical, dental, vision).
• Annual 401(k) Employer Contribution.
• Free onsite gym at our Woodbridge Location.
• Resources to promote Professional Development (LinkedIn Learning and licensure assistance).
• Robust health and wellness program and fitness reimbursements.
• Various Paid Family leave options including Paid Parental Leave.
• Tuition Reimbursement.

What This Job Offers

• Job Type: Full-time
• Career Level: Mid Level
• Education Level: No Education Listed