Mark Goulden

As a Digital Tagging & Tracking Specialist, I am responsible for designing, implementing, and maintaining robust digital measurement solutions that enable accurate data collection across web and digital platforms.

Working closely with product, marketing, analytics, and development teams, I ensure tracking requirements are translated into scalable, high-quality implementations that support data-driven decision-making.

My role focuses on delivering reliable analytics through the implementation of client-side and server-side tracking, ensuring data quality, governance, and compliance while supporting optimisation initiatives across the digital estate.

I have hands-on experience with Google Analytics 4 (GA4), Google Tag Manager (GTM), and server-side tagging, alongside a working knowledge of SQL and JavaScript, enabling me to troubleshoot implementations, validate data, and collaborate effectively with engineering teams.

I also leverage Agentic AI tools, including Google Gemini and Claude, to accelerate research, generate implementation approaches, assist with debugging, improve documentation, and increase productivity, allowing me to deliver solutions more efficiently while maintaining high standards of quality.

Key Responsibilities:

• Design, implement, and maintain digital measurement frameworks across websites and digital products.
• Configure and manage client-side and server-side tagging solutions.
• Translate business and stakeholder requirements into scalable tracking specifications.
• Validate data quality and troubleshoot tracking issues to ensure accurate reporting.
• Collaborate with developers, product managers, marketers, and analysts to deliver reliable analytics implementations.
• Support analytics governance, documentation, and change management.
• Use SQL and JavaScript to assist with data validation, troubleshooting, and implementation activities.
• Apply AI-powered tools to streamline workflows, enhance problem-solving, and improve delivery efficiency.

As the Data & Insights Manager at AJ Bell, I managed a multi-disciplinary team of five Data Analysts and BI Engineers, driving end-to-end analytics initiatives that inform strategic decision-making and optimise product performance.

I was responsible for managing the full analytics lifecycle — from requirements gathering and sprint planning through to insight delivery — leveraging JIRA for workflow management and Confluence for documentation of complex analytical and technical processes.

Using tools such as Snowflake, SQL, Power BI, GA4, Tealium, FullStory, and ContentSquare, I oversee the design and implementation of scalable tracking frameworks, data models, and performance dashboards.

I develop visually compelling, interactive dashboards in Power BI that transform complex datasets into clear, actionable insights, enabling senior stakeholders to make data-informed decisions with confidence.
A key focus of my role is to translate analytical outputs into clear, commercially relevant narratives that engage and influence senior leaders across the business.

My approach ensures that analytics not only measures and reports performance but also tell compelling stories that drives actionable change and measurable outcomes.

Key Responsibilities:

• Oversight and ran sprint cycles, backlog management, and delivery prioritisation using JIRA.
• Manage documentation, requirements, and process governance in Confluence.
• Design and deliver visually engaging Power BI dashboards to communicate insights effectively.
• Translate complex analytical findings into strategic recommendations for senior stakeholders.
• Implement and maintain end-to-end tracking frameworks across web and app ecosystems.
• Deep knowledge GA4, Tealium, FullStory, and ContentSquare to uncover user behaviours and identify optimisation opportunities.
• Foster a data-driven culture across product and commercial teams through storytelling and actionable insights.
• Analysed complex data sets, provided actionable insights.
• Coordinated with stakeholders, aligned business goals with consumer needs.
• Led a dynamic team of analysts, fostered a collaborative work environment.

As Senior Digital Analytics Manager at Evelyn Partners, reporting to the Head of Analytics, I led the development and execution of the organisation's digital analytics strategy, establishing analytics as a trusted strategic capability that enabled data-driven decision-making across the business. I transformed the digital measurement framework by resolving legacy tagging and data quality issues, achieving over 95% data accuracy across all digital properties.

Leveraging GA4, Tealium IQ, and Tealium AudienceStream, I designed and implemented scalable measurement solutions that enhanced customer journey visibility, attribution, and performance reporting. Using behavioural analytics platforms including Fullstory and Contentsquare, I identified user friction points and optimisation opportunities that contributed to a 15% increase in digital conversion and improved customer engagement.

Working in partnership with senior stakeholders across Evelyn Partners and Bestinvest, I translated complex data into commercially focused insights, identifying growth opportunities, optimising marketing performance, and influencing strategic decisions across digital, marketing, and product teams.

Reported to the Director of Digital Strategy I was responsible for leading web and mobile analytics across AJ Bell’s digital platforms, using Google Analytics, Google Tag Manager, FullStory and complementary tools (e.g. Crazy Egg) to deliver actionable insights and drive digital optimisation.

• Experienced in delivering and creating bespoke web and landing pages using Drupal CMS, with a strong focus on usability, performance, and brand consistency.
• Developed and implemented a comprehensive web and analytics strategy to track and understand user behaviour across sites and apps.
• Delivered insightful reporting and recommendations to Marketing, Technology, and UX teams to support continuous improvement and data-driven decision-making.
• Built robust tagging and tracking frameworks, ensuring consistent, accurate, and actionable data collection.
• Partnered with UX designers to share insights that inform user experience enhancements and conversion optimisation.
• Supported digital marketing and acquisition teams by providing performance analytics and ROI tracking for campaigns.
• Conducted A/B and multivariate testing to optimise web and mobile experiences.
• Collaborated across departments (Technology, Compliance, Client Services, Projects) to strengthen data quality and insight delivery.
• Increased site visibility with strategic SEO practices.
• Improved load times by optimising images and code on the website.
• Provided comprehensive training sessions to junior team members for skill development.
• Implemented regular content updates, resulting in increased audience engagement.
• Analysed web traffic patterns to identify opportunities for improvement.
• Liaised with stakeholders effectively to discuss website progress and improvements.

• Created and managed digital content across websites and email campaigns using WordPress, HTML, and CSS.
• Developed responsive, user-focused email templates compatible across major email clients and devices.
• Maintained and updated website content, ensuring consistency, accessibility, and adherence to brand guidelines.
• Collaborated with marketing and design teams to deliver engaging digital campaigns and web content.
• Optimised website content for SEO, user engagement, and overall digital performance.
• Performed HTML and CSS updates to enhance functionality, usability, and user experience.
• Supported campaign delivery, testing, and quality assurance to ensure accurate rendering and a seamless customer experience.