Senior Web Analyst

At H&R Block, we're transforming how data powers customer experiences. As a Senior Web Analyst, you'll analyze and optimize digital customer experiences across H&R Block's web properties using Adobe Analytics, Customer Journey Analytics (CJA), Adobe Experience Platform technologies, and behavioral data. You'll partner across Marketing, Product, Technology, and Customer Experience to translate business needs into measurement solutions and actionable insights that improve engagement and business outcomes, while also supporting analytics tagging, platform governance, Adobe integrations, implementation quality, and modernization initiatives including Adobe Web SDK and CJA.

• Analyze customer behavior across H&R Block digital properties using Adobe Analytics and Customer Journey Analytics (CJA), identifying trends, friction points, and opportunities to improve customer experiences
• Develop and maintain measurement frameworks, reports, dashboards, segments, calculated metrics, and CJA work spaces that monitor engagement, conversion, retention, and customer journey performance
• Translate business questions and requirements into meaningful analyses, measurement strategies, tagging requirements, and scalable reporting solutions
• Perform behavioral analysis, forecasting, trend analysis, and statistical modeling to provide actionable insights and recommendations that support business planning and strategy
• Define and maintain web analytics measurement requirements, including events, dimensions, metrics, segments, reporting structures, and enterprise KPI alignment
• Develop and maintain CJA data views and reporting structures that support cross-channel customer journey analysis and consistency across Adobe Analytics, CJA, and enterprise reporting solutions
• Partner with Adobe Analytics, Adobe Experience Platform, Adobe Target, and Web SDK teams to support implementations, platform upgrades, API integrations, data connectivity, and related initiatives
• Lead analytics QA and implementation validation efforts, including test plans, test cases, troubleshooting, root-cause analysis, and resolution of data quality or implementation issues
• Maintain analytics documentation and support enterprise governance and data quality standards across measurement, reporting, and analytics implementations
• Partner with Product, Marketing, Technology, Customer Experience, Data Science, Martech, Adobe consultants, and other stakeholders to provide measurement expertise and communicate insights to technical and non-technical audiences

• 7+ years of experience in web analytics, digital analytics, marketing analytics, or related fields
• Advanced experience with Adobe Analytics, including reports, dashboards, segments, calculated metrics, and analysis work spaces
• Strong understanding of digital measurement, customer behavior analysis, online conversion optimization, analytics tagging methodologies, and data collection frameworks
• Experience gathering business requirements and translating them into reporting, measurement, and analytics solutions
• Experience leading analytics QA, implementation validation, and data quality efforts
• Working knowledge of SQL, Excel, and data visualization tools
• Excellent communication, presentation, and stakeholder management skills, with experience working across cross-functional teams and external consulting partners

• Experience with Adobe Customer Journey Analytics (CJA) and Adobe Experience Platform (AEP)
• Experience with Adobe Web SDK implementations, APIs, and data integrations
• Experience supporting Adobe Target, experimentation, or personalization initiatives
• Experience with customer journey analysis and cross-channel reporting
• Knowledge of…