John Mitchell
Director - Analytics, Martech and Privacy
New York,NY
Summary
Results-driven analytics leader with expertise in data architecture and global implementation at Estee Lauder Companies. Spearheaded a digital data strategy team, enhancing marketing technology capabilities and ensuring compliance. Proven problem solver skilled in CRM integration and cross-functional collaboration, delivering impactful insights that significantly improved ROI.
Overview
26
26
years of professional experience
1
1
Certification
Work History
Director - Analytics, Martech and Privacy
Estee Lauder Companies
New York, USA
02.2019 - Current
- Designed architectural approach for data analytics, capturing key elements from client-side to server-side tagging.
- Implemented global analytics architecture across multiple platforms to establish consistent data layer and framework using Tealium and Google Tag Manager.
- Connected diverse data sources, including CRM (Braze) and BI, ensuring accurate and readable structures for website data.
- Managed cloud-based enterprise MarTech platforms, enhancing digital acquisition capabilities for online retail products.
- Oversaw analytics tools (Adobe, GA, GA4), vendor marketing tools (Facebook, DCM, Ads, Snapchat), and global cookie compliance tools (OneTrust, Cookiebot).
- Led a newly established internal digital data strategy team of 14 engineers, 6 QA specialists, a product manager, and a scrum master.
- Coordinated day-to-day web development operations for over 350 global websites, managing user stories and designing product roadmaps.
- Ensured compliance with regional cookie and privacy laws across all global sites through internal tool implementation.
Web Analytics Manager
Estee Lauder Companies
London, UK
01.2015 - 02.2019
- Executed omni-channel strategy by unifying customer profiles to enhance ad performance and increase ROI/ROAS.
- Created developer-friendly tagging documents, collaborating with brands to define KPIs for new site features.
- Facilitated implementation support for developers, conducted testing, and generated reports for brand review.
- Conducted Google Analytics training for UK online team, promoting usage of Analytics Academy resources.
- Implemented product feed vendor for all shopping campaigns to improve visibility and performance.
Web Analytics Manager
Alex and Alexa / Top Right Group / SportingBet
London, UK
01.2010 - 01.2015
- Managed deployment of web analytics tools across multiple roles.
- Maintained tag manager to ensure accurate data collection.
- Deployed various Martech vendors to enhance marketing capabilities.
- Conducted site analysis and generated ROI reports for strategic insights.
Various Roles
HMV
London, UK
01.2000 - 01.2010
- Directed merchandising strategies and managed content across platforms.
- Oversaw buying processes and project management to optimize inventory.
- Analyzed web analytics to enhance online performance and user engagement.
Education
GNVQ - Business Studies
Archbishop Tenisons
Croydon06-1998
Skills
- Data and analytics
- Problem solving
- Budget management
- People management
- Data architecture
- Global analytics implementation
- CRM integration
- Marketing technology management
- Web performance analysis
- Tag management systems
- Cross-functional collaboration
- Programming skills
- A/B and multivariate testing
- Analytics tools proficiency
- Compliance implementation
Certification
- Google Analytics Individual Qualification
- Google Certified Platform
- Tealium / Google Tag Manager
- Google Ads Certifications - Display, Search, Measurement
Affiliations
- Photography
- Music
- Building helpful tools (GA4 Automations, Shopify Smart Playlist tool)
Timeline
Director - Analytics, Martech and Privacy
Estee Lauder Companies
02.2019 - Current
Web Analytics Manager
Estee Lauder Companies
01.2015 - 02.2019
Web Analytics Manager
Alex and Alexa / Top Right Group / SportingBet
01.2010 - 01.2015
Various Roles
HMV
01.2000 - 01.2010
GNVQ - Business Studies
Archbishop Tenisons