Director, Marketing Analytics

About the Role

We’re seeking a strategic and analytical Director of Marketing Performance Analytics to lead performance measurement, reporting, and optimization across all marketing channels. This role is perfect for a data-driven leader who thrives on translating complex data into actionable insights that drive business growth.

As Director of Marketing Performance Analytics, you will own the measurement and optimization strategy for our marketing organization. Reporting to the Sr. Director of Patient Data Management and Insights, you’ll be responsible for all performance reporting, insights, and analysis for marketing channels—primarily CRM and paid media.

You’ll work closely with Finance, marketing teams, and leadership to monitor performance, track budgets, develop attribution methodologies, and drive continuous improvement in how we measure and optimize return on marketing spend. In a capacity-constrained, multi-location healthcare environment, your expertise will be critical to understanding true contribution and making smart investment decisions.

This is a hybrid position with a minimum of two onsite days per week at our Vienna, VA or Raleigh, NC office.

• Own all performance reporting and insights for marketing channels, with primary focus on CRM and paid media effectiveness.
• Lead weekly performance monitoring in partnership with Finance and other marketing teams to track key metrics and identify trends.
• Develop and deliver monthly marketing performance reports and board‑level reporting that clearly communicate results and strategic recommendations.
• Manage comprehensive marketing budget tracking and reporting, ensuring accuracy and visibility into spend across all channels.
• Develop a point of view on channel‑level attribution and implement better systems for understanding each channel’s contribution to patient acquisition and revenue.
• Partner with Finance to understand patient demand forecasts, set channel‑level targets, and continuously optimize channel mix and investment levels.
• Design and implement testing and measurement strategies, partnering with marketing teams to support A/B testing, market‑level tests, and experimentation.
• Evolve our maturity in measuring return on marketing spend, moving beyond CAC to ROAS in an environment where conversion happens both online and offline.
• Navigate the complexity of capacity‑constrained operations at the office level, ensuring marketing measurement accounts for location‑level dynamics and constraints.
• Build strong cross‑functional relationships with Finance, marketing channel owners, and operations teams to align on goals and drive data‑informed decision‑making.
• Manage and develop the Web and SEO Analytics Manager, providing mentorship and ensuring analytical rigor across web and organic channels.

• 7+ years of experience in marketing analytics, performance measurement, or business intelligence, with at least 3 years in a leadership or senior individual contributor role.
• Deep expertise in marketing performance measurement, attribution modeling, and ROAS/ROI analysis across paid and owned channels.
• Strong partnership skills with Finance teams—comfortable translating between marketing metrics and financial outcomes.
• Multi‑location business experience is essential—you understand the nuances of location‑level performance, capacity constraints, and localized marketing effectiveness.
• Healthcare or retail industry experience is highly preferred—you understand businesses where conversion spans online and offline touchpoints.
• Advanced analytical skills with proficiency in analytics platforms (Google Analytics, Adobe Analytics), BI tools (Tableau, Looker, Power BI), and Excel/SQL.
• Experience with marketing measurement in environments where customer journeys include both digital interactions and offline conversions (e.g., online booking but in‑person service).
• Proven track record of building measurement frameworks, implementing testing strategies, and driving optimization based on data insights.
• Strategic thinker who can balance rigor with pragmatism—you know when perfect is the enemy of good and can make progress in ambiguous situations.
• Excellent stakeholder…