Director, Marketing Data & Analytics

The Director, Marketing Data & Analytics leads the data, measurement, and analytics function that guides marketing investment and customer acquisition for the direct-to-consumer business. Reporting to the Managing Director, Direct Marketing, this leader owns the marketing data foundation, including the customer data platform (CDP), the data layer, and the migration to a modern marketing data stack, along with attribution and incrementality measurement, forecasting, and performance insights.

This role manages an in-house team of analysts and data professionals and partners closely with the Director, Integrated Media, the Director of Brand Strategy, and IT and Data Engineering: together they ensure that upper-funnel awareness and lower-funnel acquisition investments are planned, measured, and optimized as one integrated program on a unified view of the customer. The ideal candidate combines deep technical and statistical expertise with strong business judgment and the ability to develop and inspire a high-performing team.

• Analytics strategy: Develop and execute the marketing data and analytics roadmap, aligned with growth, retention, and profitability goals, and prioritize work by business impact.
• CDP strategy & ownership: Own the vision, business requirements, and roadmap for the customer data platform: identity resolution, unified customer profiles, audience segmentation, and activation to media, email, direct mail, and analytics destinations.
• Data layer & tagging: Define and govern the marketing data layer and event taxonomy across web, mobile, and quote-and-bind flows; oversee tag management and server-side tracking to ensure consistent, accurate, privacy-compliant data capture.
• Data migration: Lead the planning and execution of migrations of marketing data, tracking, and reporting to the CDP and cloud data platform, including source mapping, validation, parallel runs, cutover, and decommissioning of legacy systems.
• Data governance & privacy: Establish data quality, consent management, and governance standards, in partnership with IT, Data Engineering, Legal, and Compliance, for a regulated insurance environment.
• Media & Brand partnership: Partner with the Director of Integrated Media and the Director of Brand Strategy to inform media buys with audience analysis, forecasting, and performance insights; jointly set KPIs, measure brand health, and review results on a regular cadence.
• Attribution & measurement: Own attribution, media mix modeling, and incrementality testing frameworks that measure the true contribution of every channel across the full funnel, built on CDP and data layer inputs.
• Forecasting & customer analytics: Build forecasting, budget scenario, segmentation, lifetime value, and retention models that guide channel investment, efficiency and volume targets, and customer quality.
• Reporting & self-service: Deliver dashboards and standard reporting that give marketing and media teams timely, trusted, and actionable performance views.
• Team leadership: Lead, coach, and develop the Marketing Data & Analytics team; set clear goals, build a culture of accountability and learning, and plan for talent and succession.
• Vendor & innovation: Manage relationships with CDP, measurement, and data vendors; evaluate new tools and stay ahead of changes in marketing measurement, privacy, and AI-driven analytics.
• Executive communication: Translate complex analysis and program status into clear reports, forecasts, and strategic recommendations for senior leadership.

• Education: Bachelor's degree in Statistics, Mathematics, Economics, Business, Marketing, or a related quantitative field; MBA or advanced degree preferred.
• Experience: 10+ years of experience in marketing analytics, data science, or performance and direct-response marketing, including 5+ years leading and developing managers and teams.
• CDP & data migration (required): Demonstrated experience implementing or leading a CDP (e.g., Segment, mParticle, Tealium, Adobe, or Salesforce Data Cloud) and migrating marketing data, tracking, or analytics platforms, from requirements through cutover and adoption.
• Data layer & tagging: Hands‑on knowledge of data layer design, event taxonomy, tag management (e.g., Google Tag Manager, Tealium), server‑side tracking, and web and app analytics (e.g., GA4, Adobe Analytics).
• Measurement expertise: Proven experience designing and applying attribution, media mix modeling, and incrementality testing to shift investment…