Summary

Senior Digital Analyst specialized in analytics infrastructure and tracking implementation for multinational e-commerce.

Early adopter of server-side tracking at enterprise scale, with hands-on experience across GA4, Adobe Analytics, Google Tag Manager, data layer design, and downstream transformation on BigQuery.

Active contributor to the analytics ecosystem through open-source tooling (GTM MCP server) and technical writing (paolobietolini.com), including a widely-shared analysis of EU martech infrastructure sovereignty.

Skills

Data & Analytics Engineering: SQL, BigQuery, Google Cloud Platform, dbt, Docker.

Analytics Implementation: GA4, Adobe Analytics, Google Tag Manager, Adobe Tags, Server-Side Tracking, Data Layer Design, E-commerce Analytics.

Programming: Python, JavaScript, C (learning), Git.

Professional experience

Technical Digital Analyst — ALDI Tech Hub April 2024 – Present

Cracow, Poland

• Lead analytics infrastructure consolidation across 8 ALDI showcase websites, standardizing Adobe Analytics taxonomies to enable consistent cross-market measurement.
• Reduced tracking infrastructure costs by ~20% by building and optimizing server-side tracking pipelines, implementing batching patterns to reduce cloud costs.
• Define data layer specifications for new platform features and third-party integrations, serving as the technical reference for development teams during implementation.
• Built a pub/sub architecture to save on implementation and QA time.

Senior Digital Analyst — Dyson April 2022 – April 2024

Cracow, Poland

• Built data pipelines from GA4 and Adobe Analytics into BigQuery, feeding Looker dashboards across a fully GCP-based analytics infrastructure.
• Served as early adopter of server-side tracking at scale, identifying and reporting significant platform bugs while working directly with Adobe and Google engineering.
• Owned analytics implementation for new market e-commerce launches, writing data layer specifications and validating tracking before go-live.
• Led incident response for tracking issues, including a Black Friday outage resolved within half a day, minimizing business impact.

Technical Solutions Engineer — Google (via Cognizant TVC) March 2021 – April 2022

Krakow Metropolitan Area

• Provided technical troubleshooting and solution design for complex Google Analytics and Tag Manager implementations across diverse technology stacks.
• Developed training programs for technical teams on JavaScript integration patterns and analytics implementation best practices.

Portfolio

GTM MCP Server Ongoing · Open-source

Open-source Go project enabling natural language management of Google Tag Manager through AI assistants. Gaining traction in the analytics community.

Repository: github.com/sprawz/gtm-mcp-server

Analytics tooling Ongoing · Open-source

• Machine-readable GTM API reference optimized for LLM consumption.
• GTM custom templates.
• Adobe Analytics Product String Validator for e-commerce data quality.
• Adobe Analytics SDR generator in Python.

Personal analytics blog Ongoing

Personal and technical blog on analytics, programming and personal points of view.

Site: paolobietolini.com

Education

Bachelor's Degree — Università di Roma Tor Vergata 2012

Rome, Italy

Languages

English (Fluent)  •  Italian (Native)  •  Polish (Basic)