Instrumentation Manager/Associate Director
Universal Music Group
Santa Monica, California
05.2022 - 06.2025
- Responsible for managing all GA4 data collection, standardization and democratization across all UMG Artist and Brand sites and stores.
- Primary duties include directing the deployment of data collection via tag management solutions, creating global data schemas, facilitating critical integrations with eCommerce, marketing and CDP platforms.
- Key Data Privacy & Governance partner that operates as a gatekeeper and bridge to critical reviews and approval of new tracking requests.
- Partnered with Google vendor (Cardinal Path) to manage upgrades to GA4 across several platforms including Shopify, Evidon (Consent Management), Treasure Data (CDP) and internal marketing platforms.
- Collaborated with vendor to develop Quick Start solution to ensure data continuity across all UMG territories.
- Managed a team of Business Analysts and Technical Product Managers to execute custom solutions to address Google updates during migration process.
- Provided Weekly Team communications, Monthly Executive updates.
- Instituted a Global Data Layer.
- Obtained global consensus of tracking requirements for artist sites, shops and global metadata.
- Expand global tracking for third-party data and eCommerce campaigns.
- Created a global GA4 tracking schema to distribute amongst key stakeholders including eCommerce, Marketing, Label, CRM/Audience, Brand, Corporate Site & Investor Relations.
- Driving GTM Updates to Support Data Expansion Projects.
- Managed eCommerce data layer updates including adding artist identifiers to all product sales; tracking customer order and profile changes.
