Manager of BI & Analytics

Manager, Analytics & Business Intelligence

Insomnia Cookies is looking for a Manager, Analytics & Business Intelligence to help us better understand our customers, measure what is driving the business, and turn data into actionable insights.

This is a highly hands-on role sitting at the intersection of Marketing, Digital, Loyalty, Finance, Product, Operations, and Technology. You'll be responsible for bringing together data across channels, creating clear and reliable reporting, identifying trends and opportunities, and helping teams make smarter decisions faster.

You'll be the go-to analytics partner for the Marketing organization while also helping connect customer and marketing performance to broader business results.

We're looking for someone who loves getting into the data but can also step away from the spreadsheet and clearly answer the most important questions:
What happened? Why did it happen? What does it mean? And what should we do next?

Customer & Business Insights

• Analyze customer behavior across digital ordering, delivery, in-store, loyalty, and other channels to identify trends and opportunities.
• Develop customer segmentation and lifecycle analyses across acquisition, frequency, retention, churn, reactivation, and lifetime value.
• Analyze Insomnia Rewards engagement, enrollment, redemption behavior, offers, and customer purchase patterns.
• Identify meaningful differences across customer segments, markets, stores, channels, dayparts, and occasions.
• Conduct basket and purchase behavior analysis to identify opportunities to increase frequency, average order value, attachment, and customer lifetime value.
• Proactively surface business trends, risks, and opportunities rather than waiting for teams to request analysis.

Marketing Analytics & Performance

• Serve as the primary analytics partner for Marketing, helping teams understand the performance and effectiveness of their investments.
• Track and analyze performance across paid media, CRM, loyalty, promotions, social, influencer, partnerships, local marketing, and brand campaigns.
• Create and maintain reporting for key metrics including CAC, ROAS, LTV, conversion, retention, frequency, engagement, promotional lift, and incremental revenue.
• Partner with Digital and Marketing teams to improve attribution and better understand the true impact of marketing investment.
• Evaluate promotional and offer performance, including redemption, incremental sales, customer behavior, and profitability.
• Partner with Finance to support marketing ROI analysis, budget planning, forecasting, and investment decisions.

Digital & Loyalty Analytics

• Partner with Digital Product to understand customer behavior across web, app, ordering, loyalty, and delivery experiences.
• Analyze customer funnels and identify opportunities to improve acquisition, conversion, basket size, and repeat purchase.
• Monitor digital and loyalty performance and proactively identify meaningful changes or areas requiring action.
• Partner with CRM and Digital teams to translate customer insights into more targeted and effective lifecycle marketing.
• Help identify opportunities for personalization based on customer behavior, frequency, preferences, and lifecycle stage.

Reporting & Business Intelligence

• Own and continuously improve Marketing and customer analytics dashboards and reporting.
• Build simple, scannable reporting that allows teams and senior leadership to quickly understand performance.
• Help establish consistent KPI definitions and measurement methodologies across the organization.
• Automate recurring reporting wherever possible so more time can be spent generating insights rather than pulling numbers.
• Translate complex datasets into clear, concise recommendations for both technical and non-technical audiences.
• Support recurring business reviews with clear analysis of what is driving performance.

Experimentation & Optimization

• Partner with Marketing, CRM, Digital, Loyalty, and Product teams to design and evaluate A/B tests and other experiments.
• Develop consistent approaches for test design, sample sizing, measurement periods, control groups, and evaluation.
• Analyze test results and translate outcomes…