Senior Manager, Digital Analytics

Summary

ADT is seeking a Senior Manager, Digital Analytics to lead the evolution from reporting to actionable marketing intelligence that helps drive lead generation and customer acquisition. This role will drive the development of adaptive segmentation, diagnostic and causal analytics, and scalable decision systems that enable more effective experimentation and marketing strategy. The ideal candidate will oversee analytics engineering and performance platforms that translate behavioral data into high‑impact, actionable insights.

This position combines hands‑on technical leadership with team development and cross‑functional influence to embed data‑driven decision‑making across marketing.

• Adaptive Segmentation & Behavioral Intelligence
  • Design and operationalize adaptive behavioral segmentation models to dynamically classify users by engagement, intent, and conversion propensity.
  • Develop scalable segmentation logic that informs targeting, experimentation, and journey optimization.
  • Ensure segmentation evolves continuously with behavioral signals rather than relying on static rules.
• Diagnostic & Causal Analytics
  • Lead advanced analysis of user behavior and funnel performance to identify trends, bottlenecks, and key performance drivers.
  • Apply diagnostic and causal methodologies to quantify the impact of campaigns, content, and user interactions on lead generation outcomes.
  • Translate analytical findings into clear, prioritized recommendations for marketing and digital experience teams.
• Analytics Engineering & Decision Systems
  • Drive the operationalization of analytical insights into scalable, reusable analytics products and decision systems.
  • Standardize and automate core analytical methodologies to enable consistency, speed, and repeatability.
  • Ensure solutions align with enterprise data architecture and governance standards.
• Journey Intelligence & Path Optimization
  • Oversee path and journey analysis to identify friction points and conversion accelerators across the user experience.
  • Develop scoring frameworks (e.g., engagement, intent, visit value) to prioritize optimization opportunities.
  • Partner with experimentation teams to embed journey and behavioral intelligence into test design and execution.
• Marketing Intelligence Systems & Performance Infrastructure
  • Guide the evolution of TDIS (Trading Desk Information System) into a scalable marketing intelligence platform.
  • Oversee integration of marketing data sources, APIs, and pipelines to ensure data accuracy, accessibility, and automation.
  • Support incorporation of performance signals (e.g., site performance, behavioral telemetry) into analytics frameworks.
• Team Leadership & Capability Development
  • Lead, mentor, and develop a team of analytics and technical professionals, fostering strong analytical rigor and engineering discipline.
  • Establish standards for scalable analytics development, automation, and insight generation.
  • Build team capabilities in Python‑based modeling, advanced analytics, and marketing intelligence systems.
• Cross‑Functional Collaboration
  • Partner with Digital Experience, Marketing, and Optimization teams to embed analytics into experimentation and acquisition strategies.
  • Collaborate with data engineering and IT partners to align on data architecture, integration, and governance.
  • Act as a bridge between business objectives and technical implementation, ensuring analytics solutions drive measurable impact.
• Additional duties as assigned

• Adaptive Segmentation Expertise: Ability to design and scale dynamic behavioral segmentation strategies.
• Analytics Engineering Mindset: Strong capability to translate exploratory analysis into automated, reusable systems.
• Diagnostic & Causal Thinking: Ability to identify performance drivers and quantify impact with rigor.
• Leadership &
  
  Coaching:
  
  Proven ability to build and develop high‑performing analytics teams.
• Business Translation: Skilled in communicating insights to influence marketing strategy and investment decisions.
• Systems Thinking: Understands how segmentation, experimentation, data infrastructure, and analytics interconnect.

• 7+ years of experience in digital…