Senior Manager, Data Analytics

Senior Manager, Data Analytics

Full Time - Opelika, AL, US

About the Role

We are looking for an analytically rigorous and commercially minded Senior Manager of Data Analytics to lead the measurement, reporting, and insight generation across our direct-to-consumer channels and business divisions. This is a senior individual contributor and team leadership role that sits at the center of how our automotive DTC business understands its performance — translating complex, multi-source data into clear strategic recommendations that drive smarter decisions across marketing, sales, operations, and divisional leadership.

This role requires someone who understands the unique data challenges of an automotive DTC environment — longer purchase cycles, multi-touch customer journeys, high-consideration buying behavior, and the complexity of managing performance across distinct product lines or regional divisions — and who can build the analytical infrastructure needed to make sense of it all.

The Senior Manager will report to the Director of eCommerce (or CXM leadership) and play a pivotal role in elevating data as a core driver of Holley’s digital transformation and revenue growth.

• Analytics Strategy & Roadmap Define and own the analytics strategy for all DTC channels — including owned digital (website, configurator, online sales), paid media, CRM, and retail or field touchpoints — ensuring a consistent and reliable measurement framework across all of them. Build andmaintaina divisional analytics model that allows leadership to understand performance at both the enterprise level and within individual product lines, regions, or business units.
  
  Develop a rolling analytics roadmap that prioritizes the questions the business most needs answered and builds toward greater predictive and prescriptive capability over time.
• Channel Analytics Own performance measurement across all DTC channels — digital marketing, paid search and social,emailand CRM, organic, and direct sales — providing a clear and unified view of how each channel contributes to pipeline, leads, and sales. Build attribution models that reflect the complexity of the automotive purchase journey, where customers may interact across 10–20 touchpoints over weeks or months before converting.
  
  Analyze channel efficiency and cost- per-acquisition at a granular level, identifying where spend is generating return and where it is not. Partner with the paid media and performance marketing teams to develop a test-and-learn measurement framework, ensuring experiments are properly structured and results are statistically valid. Monitor and report on digital funnel performance — from awareness and traffic through to configurator engagement, lead submission, and closed sales — identifying drop-off points and conversion opportunities.
• Divisional Analytics Develop divisional scorecards and reporting cadences that give each business unit or product line leadership team a clear view of their performance across revenue, customer acquisition, retention, and channel contribution.
  
  Identify performance variances across divisions, surfacing the drivers behind differences in customer behavior, conversion rates, or channel mix. Support divisional planning cycles with data-driven forecasts, scenario models, and market sizing analyses. Build competitive intelligence frameworks that track how each division is performingrelativeto market trends and competitor positioning in the DTC automotive space.
• Ah hoc development of data tables and reports in BI
• Data Infrastructure & Governance Define data governance standards for channel and divisional reporting, including metric definitions, data ownership, and refresh cadences.
• Insight Generation & Storytelling Develop a regular insight communication rhythm — weekly performance snapshots, monthly deep dives, and quarterly strategic reviews — tailored to the needs of different audiences. Proactively surface opportunities and risks that the business may not be actively looking for, acting as an analytical conscience for the organization. Build self-service reporting capabilities that empower channel and divisional teams to answer…