Hybrid Lead, Commercial Analytics & Growth

About the role

The Sr. Manager, Commercial Analytics will serve as the enterprise lead for commercial performance analytics, responsible for transforming Liquid I.V.’s analytics capability from retrospective reporting into a forward-looking, driver-based performance management system.

Reporting to the VP of Brand, this role operates as a key enabler of commercial decision-making – acting as a strategic thought partner to Brand, Sales, eCommerce, and Finance leadership. The role will own the development of integrated, omni‑channel analytics and performance diagnostics that directly inform growth strategy, investment decisions, and resource allocation.

This leader will build the Commercial Analytics function, establishing the data foundation for reliable, high‑integrity data, reporting architecture, and analytical frameworks required to enable faster, higher‑quality business decisions across the enterprise.

• Manage a variety of data sources and vendors: ensure contracts are designed to provide data that is scoped properly for the needs of the business.
• Establish and govern a single source of truth for commercial performance metrics, definitions, and reporting standards across the organization. Own data quality across key sources (e.g., Circana, Amazon, retailer feeds).
• Design and institutionalize driver‑based performance frameworks: distribution, velocity, pricing/mix, promo effectiveness, media and demand signals.
• Lead root‑cause analysis to diagnose share gaps, velocity gaps, and performance issues.
• Translate complex analytics into clear, decision‑oriented insights and narratives.
• Identify and proactively surface risks and opportunities to senior leadership.
• Support development of forward‑looking performance views, including promo sufficiency, distribution pipelines, and key growth drivers.
• Partner with Brand, Finance and Sales to integrate POS‑based insights into forecasting and planning processes.
• Constant evaluation of the way the business is viewed from a hierarchy perspective based on how fast the category is evolving.

• Develop and scale structured test‑and‑learn and event‑based analytics frameworks to evaluate impact of key initiatives (promo, innovation, shelf resets, media + marketing).
• Standardize methodologies for incrementality and performance evaluation.

• Lead development of weekly, monthly, and quarterly business health reporting.
• Own single, integrated view of total company commercial performance (Retail POS, Amazon, DTC, omni‑channel).
• Serve as the analytics backbone for the Commercial Performance & Strategy Session, ensuring focus on key drivers, sufficiency gaps, and decision‑relevant insights.
• Support the Growth Investment Forum with performance diagnostics and impact assessment as needed.

• Lead development of scalable dashboards and reporting tools.
• Enable leaders across departments to access single source of truth through data visualization tools.
• Improve timeliness and accessibility of data, reducing lag between performance signals and decision‑making.

• Act as a trusted analytics partner to senior leaders across Brand, Sales, Finance, and eCommerce, shaping how performance is interpreted and prioritized.
• Build the Commercial Analytics capability, defining team structure, ways of working, and future capability roadmap.
• Oversee one direct report, coach and develop them with clarity on roles, responsibilities and growth opportunities.

• 8–12+ years of experience in commercial analytics, sales analytics, or business analytics, preferably within CPG or a high‑growth consumer business.
• Deep expertise in Retail POS data (Circana/Nielsen), eCommerce analytics, and omni‑channel performance measurement, including strong understanding of key commercial drivers (distribution, velocity, pricing, promo).
• Proven ability to translate complex data into clear, actionable insights that influence business decisions and senior stakeholders.
• Experience building and scaling analytics capabilities,…