Digital Analytics Specialist

We made history and now we work to transform the future - for our customers, our communities and our families. You'll see your work on the road every day, helping people move freely and pursue their dreams. At Ford, you can build more than vehicles. Come build what matters.

Our Marketing, Sales & Service organization advances the Ford reputation as a visionary vehicle and mobility services company and helps deliver a trusted customer experience. Use your marketing, sales and service expertise to turn data-driven insights into innovative solutions that enhance sales and customer loyalty. Join us and be the eyes, ears and voice of Ford.

In this position...

We're seeking for an Experienced (Adobe / Google) Analyst who enjoys using data to shape meaningful digital experiences. In this role, you'll serve as the Insights Hub lead for our web teams, where you'll use data driven insights to improve user experiences, increase engagement, and support broader business outcomes. You'll work closely with partners across our Blue, Model e, and Own web marketing teams, providing the data and strategic context they need to make confident, informed decisions.

You'll bring a strong foundation in web analytics (Adobe), audience segmentation, and experimental design, along with the ability to translate complex data into clear, actionable recommendations that drive real impact.

What you'll do...

Insights Hub Leadership

* You'll serve as the primary point of contact and subject matter expert for the Insights Hub, guiding web teams in how to effectively use data to optimize digital experiences. Furthermore, act as a connective leader across enterprise analytics team as well as a small agency skills group, bringing together diverse perspectives and expertise to deliver unified insights that improve digital experiences.

Data Exploration & Analysis

* You'll conduct day to day analysis of website traffic and user behavior, using regular "pulse checks" to uncover trends, identify anomalies, and surface opportunities for improvement.

Reporting & Communication

* You'll manage and prioritize requests for ad hoc reporting, partnering with the Data Analytics Engineering (DAE) team when deeper support is needed.

* You'll develop and deliver clear, compelling data stories that explain performance, highlight key drivers, and translate insights into actionable recommendations for the Blue, Model e, and Own web teams.

* You'll help stakeholders understand not just the data itself, but the story behind it, enabling confident, informed decision making.

On Page Engagement Optimization

* You'll analyze on page engagement metrics such as scroll depth, click through rates, and time on page to identify opportunities to improve content and design for greater impact.

Benchmarking & Experimentation

* You'll establish benchmarks, baselines, and hypotheses for both new and existing experiences.

* You'll design and analyze A/B tests and other experiments to validate hypotheses and continuously optimize performance.

Strategic Planning & Measurement

* You'll create "placemats" that go beyond high level goals, providing a deeper understanding of the factors influencing key objectives.

* You'll evaluate the effectiveness of marketing campaigns by connecting web analytics with data from CRM, media, and social platforms.

Audience Personalization, Segmentation & Targeting

* You'll conduct audience segmentation analyses to identify high value segments and inform the development of personalized experiences.

* You'll build and maintain audience reporting to measure effectiveness and support the creation of new segments and experiences.

Audience Building Support

* You'll support audience building efforts in collaboration with partners (including Audience/Media Teams), studying behaviors, managing requests, and monitoring changes over time.

* You'll help determine the business value of addressable audience groups.

Strategy & Ideation

* You'll collaborate with cross functional stakeholders to shape strategies for new experiences, defining success metrics and identifying potential risks or challenges.

* You'll help clarify what success looks like, what outcomes are expected, and what needs to shift to achieve desired results.

You'll have...

* Bachelor's degree in Data Science, Marketing, Business, Statistics, Psychology,or a related field (or equivalent practical experience).

* Experience working with enterprise digital analytics and experience measurement platforms, including tools such as Adobe Analytics, Content Square, Medallia, Microsoft Excel and Tableau (Google Analytics)

* Strong understanding of web analytics concepts, including user behavior analysis, engagement metrics, funnels, and conversion measurement.

* Build and maintain comprehensive website dashboards that bring together performance, engagement, and experience metrics, enabling teams to easily monitor health, track progress against goals, and identify opportunities for optimization.

* Ability to translate complex data into clear,…