Digital Analytics and Insights Director

Director of Digital Analytics & Insights

AAA Club Alliance is currently seeking a Director of Digital Analytics & Insights in Wilmington, DE, Worthington, OH, or Cincinnati, OH.

The Digital Analytics & Insights Director is responsible for driving strategic and operational value across AAA Club Alliance (ACA) business and service lines by developing, leading, and scaling a best‑in‑class digital analytics and insights team that delivers:

• Comprehensive KPI visibility across all business lines.
• Clear, shared understanding of what metrics mean and why they matter.
• Actionable insights (What happened, why, and so what?) that drive decision‑making.

The Director is responsible for leading the collection and analysis of data to measure the effectiveness of ecommerce funnels and self‑service features, as well as the impact of digital marketing efforts, to drive online conversions and cost savings. This role will also establish data strategy and governance—pulling together quantitative and qualitative data and working with platforms such as Adobe Analytics, Quantum Metric, Tableau, Power BI, Qualtrics, our data lake/warehouse, and other sources—to power dashboards and answer critical business questions.

• Develop, mentor, and manage a high‑performing analytics team.
• Design and publish dashboards (Tableau, Power BI) that surface real‑time metrics and trends for executive, line‑of‑business, and cross‑functional audiences.
• Build and maintain data models focused on key performance metrics.
• Oversee ingestion and synthesis of data from tools such as Adobe Analytics, Quantum Metric, Qualtrics, third parties, and other sources.
• Partner with IT to optimize ETL pipelines, enforce data quality, and ensure digital activity data is accessible through the data lake.
• In partnership with Marketing, IT, and other business stakeholders, drive data strategy across our Marketing Technology stack, ensuring that data is available for customer segmentation, omni‑channel personalization, reporting, and other needs.
• Lead regular presentations and craft compelling narratives that inform leaders and other stakeholders to support decision‑making.
• Collaborate with Marketing, Digital teams, and business partners to translate insights into revenue‑driving recommendations and optimized campaign spend.
• Lead exploration and adoption of AI tools that improve effectiveness of digital channel analytics.
• Highlight opportunities for cost‑savings and improved customer satisfaction.
• Embed analytics requirements and best practices into software development cycle for web and mobile digital enhancements.
• Work closely with Product, UX and Engineering to define tracking specs, validate instrumentation, and ensure meaningful data capture.
• Manage analytics budget and vendor relationships (licenses, consultants, pilots).
• Continually assess and evolve our analytics stack—pilot new tools and platforms, negotiate agreements, retire underused tools.
• Define analytics team structure, roles, and career paths.
• Co‑lead governance forums to align on definitions, prioritize analytics requests, and drive a data‑driven culture.
• Define and enforce analytics standards, naming conventions, and best practices.
• Monitor data quality, ensure compliance and champion data literacy across the organization.
• Perform other duties as assigned.

• Bachelor’s degree in Analytics, Data Science, Business Administration, or related field required. Master’s degree a plus.
• Minimum 10 years of experience in ecommerce digital analytics or marketing data analytics required.
• Minimum 3 years of experience building and scaling analytics programs and teams required.
• Proven track record of establishing KPI frameworks and executive‑grade dashboards.
• Deep experience with Adobe analytics and other Adobe components, visualization software such as Tableau and Power BI, Quantum Metric, Qualtrics, Snowflake, Azure, and/or AWS Redshift.
• Detail‑oriented with a proven track of problem‑solving and providing data driven business insights and recommendations to executives.

• Strong SQL, data modeling, and large‑dataset analysis skills.
• Strong understanding of ETL, API…