Matt Ayre
Digital Marketing Analyst @PureGym
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WORK HISTORY
Digital Marketing Analyst @PureGym
Leeds, GB
Migrated the business across to GA4, implementing new dataLayer and tracking specifications to continually improve Analytics capabilities and data quality across the Digital Marketing team.Go-to person in the business for web data implementation and tracking requirements.Implemented Enhanced Conversions & CAPI for Meta, Snapchat & TikTok through dataLayer improvements and updates to both client-side and server-side GTM containers to improve event-match quality scores. Closely collaborating with developers to ensure tracking updates are best-in-class.Orchestrated the implementation of Advanced Consent Mode across three different markets, improving conversion visibility through data modelling, whilst adhering to new Google privacy laws. Implemented Cookie Consent Banners through GTM, & CookieInformation Utiilise GA4 & Quantum Metric to understand areas of customer struggle and to develop an AB Testing roadmap based on website insights.Utilise Google Big Query to perform ad-hoc analysis on AB test performance across both client and server side experiments. Designed a suite of dashboards across 4 different markets, via Looker Studio to inform marketing investment decisions and website optimisation roadmap. Working closely with Product Owners to understand user-journey onsite and where UI improvements can be made to improve Conversion Rate and enrich the customer journey.Harnessed SimilarWeb to track the performance of PureGym against the wider market.Collaborating on & attribution projects to inform direction of marketing spend and improve marketing efficiency.
EDUCATION
Newcastle University
Bachelor’s Degree, Combined Honours (Business and History)
Winstanley College
High School, History, Economics,Extended Project, General Studies, Graphics
Squared Online
Online Qualification (Google), Digital Marketing
The London School of Economics and Political Science (LSE)
Ethics of AI
SKILLS
ABOUT MATT AYRE
A driven individual with experience working in Digital Marketing, Web Analytics and Data Implementation. I’m a creative person and have worked closely with Product, Marketing, Engineering and Data teams to turn questions into data-driven answers through collecting events, isolating key user journeys and drop off points. Certified in Google Analytics and experienced with Self-Service tools such as Looker and Tableau, I\'m also highly competent with Google Tag Manager and implementing bespoke website tracking. I’ve helped businesses identify, measure and actively improve key digital metrics for more than five years.
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