Head of Marketing Data and Measurement

is the next-generation digital identity wallet that simplifies how individuals securely prove their identity online. It serves over 152 million users across federal agencies, state governments, healthcare organizations, and consumer brands.

The Head of Marketing Data & Measurement will build and lead the data infrastructure, analytics practice, and measurement framework that powers every marketing decision at . This founding leadership role will own systems, models, and reporting that connect marketing investment to business outcomes across consumer, enterprise, and government verticals.

• Design and own ’s end‑to‑end marketing measurement framework, covering multi‑touch attribution, media mix modeling, incrementality testing, and last‑touch and data‑driven attribution models across paid, owned, and earned channels.
• Diagnose and rebuild the broken Salesforce campaign‑to‑opportunity attribution workflow, partnering with Rev Ops to establish clean data hygiene, correct field mapping, and reliable pipeline reporting.
• Build and maintain a unified marketing performance dashboard that gives CMO and leadership real‑time visibility into spend efficiency, channel contribution, and full‑funnel conversion across consumer and enterprise motions.
• Define and operationalize marketing KPIs across all functions with consistent definitions, measurement cadences, and executive reporting templates.
• Lead quarterly and annual marketing performance reviews with data‑backed analysis of what drove results, what didn’t, and how to reallocate investment accordingly.

• Own the marketing data stack – including Braze, Salesforce, Linked In Campaign Manager, Google Analytics, and future CDP, BI, or data‑warehouse tooling – ensuring clean data flows, consistent taxonomy, and reliable event tracking.
• Partner with Data Engineering to build and maintain marketing data pipelines, ensuring campaign events, user behavior signals, and conversion data are captured accurately in the data warehouse (Snowflake, Big Query).
• Lead the evaluation, selection, and implementation of a Customer Data Platform to unify ’s 156 million user profiles across marketing, product, and sales touchpoints.
• Define and enforce marketing data governance standards – taxonomy, naming conventions, UTM structure, consent management, and data retention policies – ensuring compliance with privacy regulations.

• Build the data foundation for identity‑driven personalization using verified community data (military, veterans, first responders, nurses, teachers, students) to enable segment‑specific experiences across web, email, and paid channels.
• Develop audience segmentation models that combine behavioral, transactional, and verification data to power lifecycle marketing, retargeting, and lookalike acquisition campaigns.
• Partner with Lifecycle and Growth teams to instrument and measure personalization experiments, establishing a rigorous A/B and multivariate testing practice.
• Evaluate and recommend personalization infrastructure, including CMS integrations, experimentation platforms, and CDP connectors that unlock segment‑level content delivery at scale.

• Build and own the marketing contribution model that quantifies the revenue impact of brand, lifecycle, demand gen, events, and partner marketing.
• Partner with Finance on marketing budget planning, scenario modeling, and ROI forecasting.
• Develop event ROI reporting infrastructure from the ground up, connecting lead capture data, Salesforce opportunity data, and actual spend to produce defensible return calculations for every field event.
• Create and maintain affiliate commission and verification revenue dashboards that give lifecycle team clear visibility into email channel performance, offer contribution, and community‑level monetization.

• Serve as the primary marketing partner to Data Engineering, Rev Ops, Finance, and Product Analytics, building trusted relationships and shared data standards.
• Act as the internal center of excellence for…