Senior Manager, Applied Analytics

Who We Are

We are Tennis! The USTA (United States Tennis Association) is the national governing body for the sport of tennis and the leader in promoting and developing the sport’s growth on every level in the United States, from local communities to the crown jewel of the professional game, the US Open.

We are a passionate team of staff and volunteers focused on growing the sport of tennis and making it accessible to all. We are committed to removing barriers and creating opportunities for ALL to participate. Don’t know tennis? Don't worry, you can still find yourself in the game!

The Senior Manager, Applied Analytics, serves as the central interface between business stakeholders and Technology, BI&A, Marketing, and other teams. Reporting directly to the MD, Head of Digital, this role is critical in building the future analytical operating model for our digital ecosystem. Transitioning from passive reporting to proactive intelligence, you will derive and champion data-driven insights. You will leverage existing and create new reporting to drive deeper integration and actionable outcomes.

Key focus areas include managing digital tracking plans, standardizing insights, and creating compelling data narratives. You will also shape the CRM user experience and serve as a guardian of consumer trust, ensuring all measurements adhere to strict data ethics and global privacy regulations.

• Stakeholder Integration: Streamline analytics workflows between technical, BI&A, Marketing, Membership, and businesses. Act as the definitive translator of requests into requirements for the Analytics & Reporting team to execute.
• Platform & CRM Consultation: Actively participate in CRM and product meetings. Utilize funnel analytics, drop-off, and behavior insights to advise on optimal user journeys, feature inclusions/exclusions, and data capture strategies.
• KPI Consultation: Partner with Marketing and Content leads to define success metrics before campaign or platform launches, ensuring total alignment on key performance indicators (KPIs) and measurement methodology.

• Holistic Tracking Plan: Partner with the Analytics and Reporting team to maintain the enterprise tagging taxonomy and digital tracking schema to ensure consistent data capture across all web, app, and third-party platforms, standardize conversion metrics aligned with business goals.
• Implementation Specs: Define precise technical requirements for the engineering team regarding pixel implementation, event tracking, and custom dimensions, ensuring the data pipeline is configured correctly at the source.
• Data Ethics & Compliance: Enforce rigorous data governance protocols. Ensure all data collection and tracking methods adhere to strict consumer privacy standards and compliance regulations, including GDPR, CCPA, and emerging privacy laws.

• Proactive Insight Generation: Actively derive strategic insights. Synthesize data from multiple sources (GA4, Adobe, CRM, Social) to identify performance trends, user behavior anomalies, and opportunities for conversion optimization.
• Internal Advocacy: Act as an internal champion for data-driven decision-making. Leverage insights to challenge assumptions, validate digital investments, and guide leadership on optimizing digital marketing initiatives.

• High-Impact Visualization: Collaborate with the Analytics & Reporting team to design visually compelling dashboards, funnel displays, and presentation materials. Transform raw data into highly intuitive visual formats.
• Convince & Convert: Prepare and deliver persuasive decks…