Director, Marketing Analytics

Location: Milan

GROW WITH US:

Tandem Diabetes Care creates new possibilities for people living with diabetes, their loved ones, and their healthcare providers through a positively different experience. We’d love for you to team up with us to “innovate every day,” put “people first,” and take the “no-shortcuts” approach that has propelled us to become a leader in the diabetes technology industry.

STAY AWESOME:

Tandem Diabetes Care is proud to manufacture and sell the Tandem Mobi system and t:slim X2 insulin pump with Control-IQ+ technology — an advanced predictive algorithm that automates insulin delivery. But we’re so much more than that. Our company’s human-centered approach to design, development, and support delivers innovative products and services for people who use insulin. Because many of our own team members live with diabetes, or have a loved one impacted by diabetes, the work is personal, and we are committed to the cause.

Learn more A DAY IN THE LIFE:

The Director, Marketing Analytics owns the end-to-end measurement and insights approach for healthcare provider (HCP) marketing and patient marketing from awareness and engagement through lead capture, qualification, field conversion, therapy starts/orders, and retention/renewal. This role will build a measurement framework that ties marketing activity to downstream commercial outcomes, in tight partnership with Sales and Commercial Analytics COE. This role establishes a pragmatic but rigorous approach to attribution, incrementality, segmentation/targeting, and test-and-learn, while ensuring KPI consistency, scalable self-serve reporting, and strong measurement discipline across teams.

The Director, Marketing Analytics at Tandem are also responsible for:

Builds and owns a single measurement framework across (HCP) and patient journeys that connects marketing touchpoints to commercial outcomes (e.g., qualified leads, referral/pipeline proxies, orders/starts, renewals).Standardizes key performance indicator (KPI) definitions and calculation logic with the Center of Excellence and Commercial Analytics leaders, including:

Patient:
Cost per lead (CPL), customer acquisition cost (CAC), conversion rates by stage, time-to-convert, cost per start/order proxy, retention/renewal proxies.

HCP:
Engagement and activation, program impact, account lift proxies, cost per engaged/activated HCP, funnel velocity to downstream outcomes.

Establishes a weekly operating view and a monthly executive scorecard.

Designs and maintains a transparent, world class attribution approach across channels and activities:

Patient acquisition and nurture (paid search, social, email, web/app engagement, education content)
HCP programs (conferences, speaker programs, education programs, targeted outreach, account-based initiatives)
Drives the roadmap from rules-based attribution to multi-touch approaches to incrementality/causal measurement (holdouts, geo tests, matched markets, phased rollouts where feasible).Partners with Finance/Marketing leadership to build return on investment (ROI) frameworks that inform budget allocation, channel mix decisions, and marginal ROI discussions.

Develops and improves segmentation/targeting strategies for HCPs and patients.

Creates and operationalizes lead scoring/propensity models and journey triggers (partnering with Commercial Analytics and IT/Data Analytics Teams).Translates insights into execution via customer relationship management (CRM) systems and marketing automation platforms.

Maps and measures the patient funnel end-to-end; identifies where/why patients stall or drop Sizes the biggest conversion and efficiency opportunities and translate into prioritized actions with clear owners and expected impact.

Owns measurement readiness: campaign taxonomy, tagging standards (UTMs), event definitions, instrumentation strategy, and data quality monitoring.

Partners with IT/Data/COE to build scalable assets: marketing data mart, identity resolution approach (privacy-safe), standardized dashboards and self-serve reporting.

Ensures analytics practices align with regulated environment expectations (consent, privacy-safe measurement, MLR realities).Delivers executive-ready…