Senior Manager, Data Analytics

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Full Time AL - Opelika, Opelika, AL, US

12 days ago Requisition

Holley Performance Brands is the powerhouse behind some of the most iconic names in automotive performance. For over a century, we’ve fueled the passion of car and truck enthusiasts with innovative products, legendary brands, and a commitment to performance. From the racetrack to the street, we’re driven by a shared love for speed, power, and pushing what’s possible — and we’re building the next generation of digital experiences to match that same energy.

At Holley Performance Brands, our Customer Experience Center of Excellence team is shaping the future of Holley’s 360° digital retail experience. We help customers connect with the right products across Holley’s brands, stores, distributors, and partners. Our goal is simple — create personalized, data-driven experiences that build lasting relationships between brands and their customers.

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.
  
  Identifyperf…