Appalachian Mountain Club
Web Analytics Specialist
10 City Sq, Boston, MA 02129-3740
On-site · Full-time
First seen by offpeak October 5, 2026
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Summary Description: The Appalachian Mountain Club (AMC) seeks a Web Analytics Manager to support AMC’s digital team – this position will drive closed loop reporting to improve campaign performance and ROI across all digital channels. Reporting to the Director of Digital Experience, the Web Analytics Manager will be instrumental in analyzing data across the organization (web site, online store and marketing efforts) to help grow AMC membership, conservation and build awareness of lodges and outdoor programming.
Primary Responsibilities:
- Campaign Reporting: Measure results and optimize for opens, clicks and conversions to increase online engagement, membership and list growth.
- Performance Improvement: Analyze conversions across digital channels and prepare weekly reports for inter-departmental review.
- Develop reports and dashboards with insights that drive changes in the business
- Provide strategic thought and tactical support on contact acquisition campaigns including A/B split tests, calls-to-action and content recommendations based on conversion reporting.
- Manage outbound email calendar, provide list segmentation based on past behaviors and web site interactions.
- Produce, test, send, and track performance of AMC email campaigns.
- Support marketing automation and content marketing efforts to increase engagement
- Utilize Google Analytics to analyze web site traffic and related activities to support web site and e-communications improvements; present findings regularly to internal stakeholders
- Contribute to the AMC’s ongoing organic search engine optimization (SEO) efforts
- Identify top keywords and traffic drivers in the outdoor activities space and optimize for contact capture
- Produce and distribute monthly executive reports for web traffic, campaign performance, and conversion tracking report.
Qualifications & Experience:
- 3-5 years experience and knowledge of:
- Campaign performance and ROI analysis
- Relational databases such as mysql, SQL, etc.,
- Advanced Excel skills (DOMO or Tableau is a plus)
- Google Analytics to measure website engagement
- Bachelor’s degree in business, marketing, or engineering with 3-5 years successful digital marketing or data analytics experience in a fast paced, data driven, production environment.
- Ability to think quantitatively and analytically as well as creatively
- Proven experience with closed loop reporting.
- Direct hands-on experience and proficiency with email marketing platforms, CRM, Google Analytics, Google AdWords, WYSIWYG editors, content management systems, Photoshop and Adobe Acrobat.
- Strong knowledge of HTML; hand-coding experience preferred.
- Strong understanding of online marketing trends, current web standards and technologies
- Strong analytical, communication, problem solving, and project management skills.
- Organized and detail oriented with strong commitment to quality and consistency.
- Ability to work both independently and in coordination with a team.
- Ability to coordinate several projects at once, often under deadline pressure.
- Passion for the outdoor recreation, conservation, and education mission of the AMC.
The Appalachian Mountain Club has zero tolerance for child abuse or placing children in danger. The AMC requires all employees who work in a program or facility which serves children, disabled persons, or the elderly to have a criminal background record check performed on their name annually with employment contingent upon satisfactory results.
The AMC is an Equal Opportunity Employer and values diversity in the workplace. The AMC encourages the involvement of all people in its mission and activities, through its membership, programs, policies, and procedures. Our goal is to be a community that is comfortable, inviting, and accessible for people of any age, gender, race, religion, ethnicity, ability, sexual orientation, or socioeconomic status. Join us!