Munaz Anjum
Digital Analytics
Dubai
Summary
GitHub: Creating custom GA4 solutions using BigQuery and Python – helping individuals and businesses gain deeper insights from their data.
Results-driven Digital Analytics Leader with over 15+ years of experience helping global enterprises rethink strategy, streamline processes, and scale digital execution. Known for building scalable data and technology foundations, with deep expertise in analytics, CMPs, and DMPs. Passionate about innovation, data, and empowering teams.
Renowned for architecting tailored analytics solutions using tools like Google Analytics 4 (GA4), BigQuery, and Python—with projects that have empowered global brands to unlock powerful insights and accelerate growth.
Client Portfolio includes GoIbibo, Cars24, Decathlon, GSK, HDFC, SBI Life, Kotak MF, ICICI, Unilever, TV9, Incyte, Pfizer, HSBC, GEP, Honda, Eastwood, Jack in the Box, Enphase, and du.ae (UAE’s leading telecom operator), Lakme by Hindustan Unilever, among others.
Overview
15
15
years of professional experience
1
1
Certification
Work History
Sr Manager -IT (Digital Analytics)
Synechron Technologies LLC
Dubai
03.2023 - Current
- Lead the end-to-end implementation and governance of GA4 and Firebase across web and app platforms, ensuring data accuracy, scalability, and alignment with business KPIs.
- Design and maintain advanced tracking frameworks using Google Tag Manager, enabling precise capture of customer behavior across digital journeys.
- Conduct periodic audits and debugging of tracking setups to resolve compatibility issues, enhance data stability, and ensure compliance with cross-browser environments.
- Build and deliver custom dashboards and reports in Looker Studio, BigQuery, for product, marketing, and leadership stakeholders.
- Provide actionable insights and recommendations through web analytics to improve website UX, conversions, and campaign performance.
- Collaborate with cross-functional teams (product, tech, marketing, and design) to define data collection strategies and optimize existing tagging structures.
- Lead the solution architecture and migration plans from Universal Analytics to GA4, including data mapping, consent management (CMP), and server-side tagging.
- Implement Conversion API integrations across key platforms (e.g., Facebook, TikTok, Snapchat) for accurate attribution and audience modeling.
- Conduct training sessions for internal teams and clients on interpreting analytics data, and making informed, data-driven decisions.
- Drive stakeholder alignment through clear communication and project documentation, managing timelines, deliverables, and escalations effectively.
- Stay up to date with industry trends, data privacy laws (GDPR/CCPA), and best practices in digital analytics to maintain cutting-edge implementations.
- Digital Transformation: Leading and driving the digital transformation initiatives within the organization, aligning technology, processes, and strategies to implement GA4/analytics for a major telecom in Dubai.
- SEO (Search Engine Optimization): Developing and executing SEO strategies to improve website visibility, organic search rankings, and improve core web vitals for React.JS.
- Product & Marketing Team: Owners: Collaborating with product owners to define and prioritize analytics tracking, managing backlogs, and ensuring alignment with KPIs, forecasting, and A/B experimentation for product enhancements.
- Work with the business team to gather marketer requirements and guide the team on best practices, solutions, etc.
Practice Lead
Logicserve Digital
Mumbai
12.2020 - 03.2023
- Manage and mentor a team of 10 analysts across digital analytics functions, including Firebase tagging, CRM integrations (Salesforce), DV360 setup, A/B testing, and advanced GA360 tracking.
- Spearhead the setup and governance of a digital analytics department, including process documentation, operating models, and data governance, aligned with GDPR/CCPA standards.
- Lead the design and development of tag management strategies, leveraging Google Tag Manager (GTM), server-side tagging, and advanced JavaScript-based event tracking.
- Build and maintain GA4 and Universal Analytics implementations, with a strong focus on data quality, measurement protocols, and attribution modeling using BigQuery.
- Oversee and troubleshoot cross-platform data inconsistencies between GA, BigQuery, Floodlight, and multi-channel marketing tools to ensure data integrity.
- Implement and manage custom cookie-based tracking solutions to support attribution in regulated industries (e.g., BFSI), ensuring full compliance with privacy policies.
- Conduct comprehensive digital audits and deliver strategic insights to clients (e.g., HDFC, Kotak, ICICI), supporting product optimization and digital growth.
- Lead pixel and tag implementations, including third-party platforms (Facebook, Snapchat, TikTok), and ensure the integrity and accuracy of the tracking infrastructure.
- Design and deliver custom dashboards using GA4, BigQuery, and Looker Studio for clients and internal stakeholders, aligning analytics KPIs with business outcomes.
- Drive innovation by exploring and piloting server-side tagging, anomaly detection, and custom JS visualizations, contributing to scalable, and future-proof solutions.
- Partner directly with Google teams and internal stakeholders to resolve complex issues in GCP, GA360, and DMP-CDP integrations.
- Facilitate training programs and workshops on GA4, digital analytics, and attribution modeling to upskill junior analysts and cross-functional teams.
- Handle end-to-end client engagement, from sales pitches and proposals, to post-implementation support and performance reviews.
Manager Analytics
Cognizant
PUNE
05.2014 - 11.2014
- Led and coordinated a team of 7+ members, including U.S.-based client servicing professionals, account/project managers (AM/PMs), and an offshore Google analytics team in India, to ensure seamless delivery across time zones.
- Collaborated with multiple on-site account teams to evaluate business goals, and developed comprehensive tracking and tagging strategies, enabling teams to measure website performance through multi-channel data capture and in-depth web audits and Tags implementation via GTM.
- Provided strategic consultation to clients, project managers, and external agencies on selecting and implementing web analytics platforms, including remediation planning, and dashboard development tailored to specific business needs.
- Worked closely with client development teams to install, configure, and manage analytics tools such as Google Analytics, Adobe Analytics, and Adobe Test & Target, ensuring accurate, and scalable data collection.
- Defined and documented tracking requirements for Adobe Launch, contributing to traffic and sales attribution strategies. Acted as a bridge between analytics, partner teams, and stakeholders to align data collection practices with best-in-class standards.
- Supported business development initiatives by delivering research, insights, and competitive intelligence reports that informed strategy and strengthened client proposals.
ECommerce Consultant
Kensium Pvt Ltd
Hyderabad
10.2011 - 04.2014
- Managed deployment and QA processes for Google Analytics on an ecommerce site.
- Strategized, planned, executed, and tested various custom events and attributes to track user activities across various product platforms (websites).
- Assessed online shopping platforms for performance improvements.
- Developed shopping cart system, managed products and payments utilizing Magento and PrestaShop.
- Certified Product SME for handling GA/Ecommerce data-related issues.
SEO Manager
Progressive Media
HYDERABAD
09.2009 - 08.2010
- Collaborated with Product, Tech, and Pricing teams to enhance growth and boost product performance.
- Devised strategies to correct SEO underperformance and resultantly increase traffic and visibility.
- Conducted effective auditing, gap analysis and strategy execution.
- Optimized website speed and mobile responsiveness to align with Google's best practices.
Senior Marketing Specialist Roles:
SumTotal Systems
HYDERABAD
06.2009 - 10.2009
- Proven track record of excellence with sound exposure of Google Ads, Google Analytics, etc.
- Tracked budgets for all marketing activities including promotions, advertising.
- Collected and reported on customer demographics, preferences, and buying habits to help marketing teams target strategies.
- Oversaw the design, development, and execution of digital advertising campaigns.
- Collaborated with internal teams to develop content marketing initiatives.
- Assisted in the development of product positioning statements for new offerings.
E-Business Analyst
OptimusBT Pvt Ltd
Bengaluru
06.2008 - 10.2009
- Managed projects and served as primary liaison between client and multiple internal groups to clarify goals and meet standards and deadlines.
- Worked closely with clients, technicians, and managerial staff to provide operational support and project updates.
- Identified and analyzed industry or geographic trends with business strategy implications.
- Conducted detailed business analysis, outlining problems, opportunities, and solutions for a business.
- Identified opportunities for cost savings through process automation initiatives.
- Collected, tracked and evaluated current business and market trend data.
- Presented complex technical concepts in clear manner suitable for non-technical audiences.
Account Manager:
Logix Microsystems
Bengaluru
06.2007 - 05.2008
- Utilized CRM tools to track client interactions, sales opportunities, and account history.
- Fostered a culture of continuous improvement by sharing best practices and lessons learned with the broader account management team.
- Attended trade shows and conferences as a representative of the company.
- Managed Google Analytics and SEO for automobile clients
Education
PGCBM -
Xavier Institute of Management
01.2007
MA - Economics (Statistics)
JMI
New Delhi01.2001
PGD - Journalism
Bhartiya Vidhya Bhavan
Skills
- GA 360/Google Tag Manager
- Data Visualization - Looker Studio
- A/B Testing
- Client Handling
- Digital Marketing
- Data governance
- Digital analytics
- Google Tag Manager
- GA4 implementation
- Cross-platform tracking
- SEO strategy
- Project management
- Data-driven insights
- eCommerce Strategist
- Python Certified by Microsoft
- App/Website Tagging
Certification
- Microsoft Python Certification
- Advanced Google Analytics
- Advanced Google Tag Manager
- Ecommerce Consultant Certification
- Digital Marketing Certification (IAMAI)
- Pursuing Marketing Analytics in R from Henry Harvin
Languages
- English, Fluent
- Hindi, Fluent
+91, 9130901621
Phone
+971, 509591354
Languages
English
First Language
Accomplishments
- Thanks to Munaz Anjum for inspiring me to write this article!
- STAR Employee of the Month at Synechron LLC
- Delivered a lecture at the Symbiosis Institute of Health Sciences on January 5, 2017, in Pune
- Game Changer Award at Kensium Solutions
- Consistent, top-rated employee at Cognizant
Timeline
Sr Manager -IT (Digital Analytics)
Synechron Technologies LLC
03.2023 - Current
Practice Lead
Logicserve Digital
12.2020 - 03.2023
Manager Analytics
Cognizant
05.2014 - 11.2014
ECommerce Consultant
Kensium Pvt Ltd
10.2011 - 04.2014
SEO Manager
Progressive Media
09.2009 - 08.2010
Senior Marketing Specialist Roles:
SumTotal Systems
06.2009 - 10.2009
E-Business Analyst
OptimusBT Pvt Ltd
06.2008 - 10.2009
Account Manager:
Logix Microsystems
06.2007 - 05.2008
PGCBM -
Xavier Institute of Management
MA - Economics (Statistics)
JMI
PGD - Journalism
Bhartiya Vidhya Bhavan
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