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Digital Analytics Manager II 

About the Organization Brownells, A 2nd Adventure Group Company
At Brownells, we Empower the Spirit of Independence and Adventure. Our passion is connecting gunsmiths, firearm enthusiasts, collectors, hunters, competitors, and protectors with products that outfit and enhance their spirit of independence and adventure.

Brownells is the preeminent all-things-firearms company in the world. Founded in 1939 in Montezuma, IA, Brownells' storied history of connecting firearm and firearm accessory manufacturers with freedom-loving customers is unrivaled.

We believe the spirit of independence and adventure is a mindset - in the office, on the range, in the field or with your family. It is the foundation - and reason - for everything we do.

Our values:
• R.I.C.H. (Respect, Integrity, Courage, Honesty)
• Power of the Platform (collectively leveraging our unique brands)
• Purpose Driven Performance
• Relentless Creativity & Innovation
By joining Brownells, you will help us inspire, educate, and outfit adventure-minded, freedom-lovers across the world with products that outfit their passion.

Why Adventure With Us
Put simply, our adventure is fun! If working in a fast-paced, hobby-based business where growth and exploring new frontiers every day excites you, then WE WANT YOU!

Our team is diverse, inclusive, and obsessed with new ideas. We put our customers and employees and their families at the forefront. As a third-generation, family-owned business, we understand the need for a great benefits package, professional develop opportunities, adventure incentives and most importantly, flexibility in schedules to allow for the most time possible with your loved ones.
Division Brownells  
Full-Time/Part-Time Full-Time  

Adventure Summary

This role will be a subject matter expert on Google Tag Manager & Google Analytics and will collaborate on a day-to-day basis with colleagues in Ecommerce, Marketing, IT and external partners. This person's primary responsibility will be to implement and validate Google Analytics & 3rd party data layer tagging including technical set up & validation in Google Tag Manager. Expertise in Google Analytics with the ability to do custom segments, specialized reporting, and data studio work will be key as well. In conjunction with tag management, this person will also have vast knowledge of the Marketing Technology spectrum, staying abreast of the latest trends & tools as well as understanding how the different systems effectively work together and can be implemented via the data layer. Broad comprehension and understanding of A/B & multivariate testing strategies and tracking solutions will also be critical to support our UX and optimization efforts in creating a world class customer experience.

Position Requirements

What You Will Do

Main Duties & Responsibilities:

  • Create periodic reviews of all website tagging to identify potential gaps or overlap
  • Gather and document requirements for analytics and reporting to drive better decision making
  • Create a new GTM container that unify all of our application tagging or move other containers (CSS Web and Mobile app) to existing centralized GTM container
  • Ensure Marketing technology products meet security and legal requirements
  • Support marketing team with insights on key metrics, analysis and interpretation of trends from data
  • Utilize current marketing technology and 3rd party vendors to keep Brownells best in class with them
  • Extracts and analyzes data on the effectiveness of marketing activities across all channels including; web traffic, email campaigns,
  • Interprets data and presents actionable insights to marketing team and Senior Management
  • Interprets analytics and identifies implications of the data to support marketing decisions to achieve strategic objectives
  • Proactively communicates and presents solutions and findings to marketing and other functional areas
  • Works closely with UX team in supporting effective A/B testing program for continuous site improvement.

Other Duties & Responsibilities:

  • Runs standard reports

What You Will Need

Education and Experience

  • Five plus years of experience in a managerial position
  • Six years of relevant experience or equivalent education (BA/BS degree and 3 years of relevant experience)
  • BA/BS degree preferred, but not required

Knowledge & Skills

  • Solid understanding of SEO fundamentals & site architecture
  • Knowledge of current marketing technology
  • Google Analytics experience
  • Software analytical applications
  • Effective Communications
  • Organization/Planning
  • MS Office Suite (Excel, Word, Power Point, Access)

Leadership Competencies

  • Executing the Mission
  • Living the Core Values
  • Communication and Interpersonal Effectiveness (L4)
  • Creativity and Innovation (L3)
  • Customer Focus (L3)
  • Teamwork and Collaboration (L3)
  • Developing Leaders (L2)
  • Managing Through Change and Uncertainty (L2)
  • Strategic Leadership and Execution (L2)

Physical Demands

Sedentary work. Sedentary work involves lifting no more than 10 pounds at a time and occasionally lifting or carrying articles like docket files, ledgers, and small tools. Although a sedentary job is defined as one which involves sitting, a certain amount of walking and standing is often necessary in carrying out job duties. Jobs are sedentary if walking and standing are required occasionally and other sedentary criteria are met.

Physical Hazards – Health and Safety Concerns

  • General office environments
  • Ergonomics

Where You’ll Be Located

Grinnell, Iowa

Live Your Adventure!

Brownells is a subsidiary of 2nd Adventure Group. At 2nd Adventure Group, our mission is to provide a platform to connect people with their passions. Our brands are aligned to empower people to be inspired, educated, and outfitted for a lifetime of enjoying and sharing the spirit of adventure. Our sister companies include: Crow Shooting Supply, Sinclair International,, W.L. Baumler Co. and Big Springs Range Complex.

DISCLAIMER: The above statements are intended to describe the general nature and level of work being performed by people assigned to this classification. They are not intended to be construed as an exhaustive list of all responsibilities, duties and skills required of personnel so classified. In addition, the employer may consider whether the individual applying for or holding the position is qualified. There are two steps involved in this determination. The first concerns whether the applicant or current employee satisfies the prerequisites for the position. The second step involves whether or not the person can perform the essential functions with or without reasonable accommodation.

EOE Statement Brownells, Inc. is an Equal Opportunity/Affirmative Action employer. All qualified applicants will receive consideration for employment without regard to sex, gender identity, sexual orientation, race, creed, color, religion, national origin, physical or mental disability, protected veteran status, age, genetic information, marital status, pregnancy, sexual orientation, gender identity or any other characteristic or status protected by law.

If you need a reasonable accommodation for any part of the employment process, please contact us by email at and let us know the nature of your request and your contact information. Requests for accommodation will be considered on a case-by-case basis. Please note that only inquiries concerning a request for reasonable accommodation will be responded to from this e-mail address.

For more information, view the EEO is the Law Poster and Pay Transparency Statement.  

This position is currently not accepting applications.

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