Available to hire
I’m Katy Arnold, a Digital Analytics Consultant specialising in GA4, GTM, and performance marketing. I help brands implement measurement frameworks, optimise campaigns, and translate complex data into actionable insights that drive revenue.
With a hands-on approach, I work across analytics, SEO, tagging, and data visualisation, training stakeholders and collaborating with developers to embed measurement in every step of the customer journey. I’m passionate about simplifying technical details and turning data into decisions.
Experience Level
Expert
Expert
Expert
Expert
Expert
Expert
Expert
Expert
Expert
Expert
Intermediate
Intermediate
Intermediate
Intermediate
Intermediate
Intermediate
Intermediate
Intermediate
Intermediate
Work Experience
Digital Analytics Consultant at Great Ormond Street Hospital Children's Charity
January 1, 2019 - December 31, 2022Migrated the charity website and over 10 subdomains from Universal Analytics to GA4. Implemented GTM with custom data collection, installed and configured tracking pixels to comply with OneTrust cookie CMP, and created third‑party marketing pixels. Built custom tracking for Facebook and Google Ads, enabling first-party audiences and custom conversions. Led AB and Multivariate testing to improve UX and donation revenue, and developed dashboards for teams to self‑serve optimisations. Delivered training on GA4, Meta Business Suite, and Google Ads.
Senior Digital Analyst at Great State
July 1, 2024 - December 31, 2024Became the in-house specialist for LinkedIn’s Conversions API (CAPI). Supported sales teams in CAPI engagements and identified clients that would benefit from adopting CAPI. Collaborated with other CAPI strategists on larger accounts and resource creation. Implemented GA4, cookie consent strategies, and CMP approaches; worked with web/app developers to ensure tagging across GA4, Firebase, and SQL data warehouses; utilized tools such as Hotjar, Microsoft Clarity, Heap, Funnel, and Contentsquare; led AB, Multivariate, CRO, and Incremental testing to drive e-commerce revenue.
Analytics Consultant at Ascential / Informa
September 1, 2024 - January 31, 2025Implemented customised end-to-end e-commerce tracking across multiple retail brands using Shopify’s custom web pixels and GTM. Audited GA4 and Adobe Analytics accounts to ensure quality data for customised reports and dashboards. Led consultancy analytics sessions with clients, sharing recommendations and best practices across the digital analytics landscape.
Senior Digital Analyst at REO Digital
March 1, 2025 - PresentCurated end-to-end measurement strategy for web and app build for The Ring brand; defined primary KPIs and metrics, technical tagging specifications, and tagging implementation approach. Advised senior stakeholders on User Consent, CMP approaches, and privacy frameworks (including Apple’s App Tracking Transparency) and local privacy standards. Collaborated with web and app developers to implement tagging across websites and mobile apps (iOS and Android) for comprehensive data collection within GA4, Firebase, and SQL data warehouses.
Digital Analytics Consultant at Macdonald Consultancy
January 1, 2025 - March 31, 2025Digital Analytics Consultant at Substrakt
January 1, 2019 - January 1, 2022Migrated to GA4 for 40+ clients in the arts and culture sector, exporting historical Universal Analytics data. Hosted webinars, wrote blog posts, and delivered intensive training around digital analytics, GA4, SEO audits, GTM, digital strategy, and digital advertising.
Digital Analytics Consultant at Great Ormond Street Hospital Children’s Charity
January 1, 2022 - January 1, 2024Migrated from Universal Analytics to GA4 for the charity website and 10+ subdomains. Implemented GTM and OneTrust CMP, configured third-party marketing pixels, and created custom tracking for Facebook and Google Ads. Ran AB and Multivariate tests to improve donations and UX. Built dashboards and delivered GA4 training.
Digital Analytics Consultant at Ascential / Informa
September 1, 2024 - January 1, 2025Implemented customised end-to-end e-commerce tracking across a range of retail brands, using Shopify’s web pixels and GTM. Audited GA4 and Adobe Analytics accounts to ensure high-quality data for customised reports and dashboards. Delivered consultancy analytics sessions with clients on best practices across the digital analytics landscape.
Digital Analytics Consultant at REO Digital
March 1, 2025 - PresentCurated end-to-end measurement strategy for web and app builds for The Ring brand; defined primary KPIs, tagging specifications, and tagging implementation approach. Advised senior stakeholders on consent and privacy (CMP, App Tracking Transparency, GDPR, CCPA) and collaborated with web/app developers to ensure tagging across GA4, Firebase, and SQL data warehouses.
Conversions API Specialist at Great State
July 1, 2024 - September 1, 2024Became the in-house specialist for LinkedIn’s Conversions API tool (CAPI). Supported sales teams in CAPI pitches, identified new clients, and created resources for adoption of CAPI.
Conversions API Specialist at LinkedIn
July 1, 2024 - December 31, 2024In-house specialist for LinkedIn's Conversions API; collaborated with sales teams in pitches and helped clients adopt CAPI; produced resources and training materials.
Education
Qualifications
Industry Experience
Media & Entertainment, Non-Profit Organization, Software & Internet, Retail, Professional Services, Healthcare
Experience Level
Expert
Expert
Expert
Expert
Expert
Expert
Expert
Expert
Expert
Expert
Intermediate
Intermediate
Intermediate
Intermediate
Intermediate
Intermediate
Intermediate
Intermediate
Intermediate
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