Director Marketing Analytics

The Director of Marketing Analytics will lead the development of the company's marketing

measurement ecosystem, ensuring every marketing investment can be accurately tracked,

measured, and optimized. This leader will own reporting strategy, data governance, campaign

tagging standards, data mapping, attribution frameworks, dashboard development, and

performance analytics across all marketing channels.

This role partners closely with Marketing, Digital, Media, CRM, Product, IT, Finance, and

external agency partners to create a best-in-class analytics infrastructure that enables data-driven

decision making and maximizes marketing ROI.

• Lead measurement strategy across paid media, owned channels, CRM, ecommerce, retail, and offline marketing.
• Analyze campaign performance across Search, Social, Display, Video, CTV, Email, Affiliate, Influencer, and Traditional Media.
• Deliver actionable insights to improve customer acquisition, retention, engagement, and lifetime value.
• Develop attribution methodologies to understand incremental marketing impact.
• Identify trends, opportunities, and risks through ongoing performance monitoring.
• Translate complex datasets into clear business recommendations for executive leadership.
• Own the company's marketing reporting framework.
• Design, build, and maintain executive dashboards and KPI scorecards.
• Standardize weekly, monthly, quarterly, and ad hoc reporting.
• Automate reporting wherever possible to reduce manual effort.
• Ensure reporting is accurate, timely, scalable, and actionable.
• Partner with BI teams to improve reporting architecture and visualization.
• Own marketing data governance and measurement standards.
• Develop and maintain campaign taxonomy, UTM standards, naming conventions, and metadata requirements.
• Partner with Digital, Engineering, and agency teams to ensure proper implementation of tracking across all channels.
• Oversee tagging strategies using Google Tag Manager, Adobe Launch, or similar tag management systems.
• Validate data quality and troubleshoot tracking discrepancies.
• Ensure consistency across media platforms, web analytics, CRM, ecommerce, and reporting systems.
• Partner with IT and Engineering to optimize data collection processes.
• Support implementation and optimization of GA4, Adobe Analytics, CDPs, data warehouses, and visualization tools.
• Collaborate on API integrations and automated data pipelines.
• Improve data accessibility and reporting efficiency across the organization.
• Ensure marketing data flows accurately between platforms.

• Analyze customer behavior, channel effectiveness, conversion funnels, and marketing efficiency.
• Build forecasting models and performance projections.
• Conduct cohort analysis, segmentation, customer journey analysis, and incrementality studies.
• Measure return on ad spend (ROAS), customer acquisition cost (CAC), lifetime value
• (LTV), and media efficiency.
• Recommend optimization opportunities based on statistical analysis and business trends.

• Serve as the analytics partner for Marketing leadership.
• Work closely with Media agencies to validate campaign tracking and reporting.
• Partner with Finance to align marketing investment with business outcomes.
• Collaborate with Product and Ecommerce teams to improve measurement capabilities.
• Present insights and recommendations to senior leadership and executive stakeholders.

• Bachelor's degree in marketing, Business, Analytics, Statistics, Economics, Computer Science, or related field.
• 8–12+ years of marketing analytics, digital analytics, business intelligence, or marketing measurement experience.
• Experience leading analytics teams and managing cross-functional initiatives.
• Strong understanding of digital marketing channels and attribution methodologies.
• Experience building executive dashboards and reporting frameworks.
• Deep understanding of marketing KPIs and performance measurement.

Preferred experience with:

• GA4
• Adobe Launch
• Looker
• Tableau
• Power BI
• SQL
• Big Query
• Snowflake
• Excel
• CRM platforms (Salesforce, Hub Spot, Braze, Klaviyo)
• Google Ads
• Meta Ads Manager
• DV360
• Adobe Experience Cloud

40% of the role focuses on reporting, data mapping, and tagging infrastructure, 35% on

performance analytics and measurement, and 25% on strategic insights, cross-functional