Director, Marketing Analytics
What This Leader Will Build & Lead
This role sits at the center of marketing performance and growth, leading a team of 4–5 marketing analysts across a multi-channel environment.
The mandate is to set direction, prioritize the highest-impact work, and ensure the team is delivering insights that drive real business decisions.
This leader will assess the current analytics landscape, identify gaps and opportunities, and build a cohesive, high-functioning analytics engine—balancing strategic vision with strong execution through their team.
Core Areas of Ownership
Marketing Attribution & Measurement
- Define and evolve the organization’s approach to attribution and performance measurement (e.g., multi-touch attribution, MMM, incrementality)
- Ensure the team delivers clear, trusted views of channel performance, CAC, and ROI
- Guide analysts in evaluating performance across digital and offline channels (e.g., paid media, direct mail, TV)
Experimentation & Optimization
- Establish and scale structured testing frameworks (A/B testing, lift studies, incrementality testing)
- Direct the team in identifying and executing optimization opportunities across channels
- Partner with marketing leadership to translate insights into actionable changes in spend and strategy
Customer & Revenue Analytics
- Oversee analysis of LTV, CAC, cohort behavior, and funnel performance
- Guide segmentation and targeting strategies to improve conversion, retention, and efficiency
- Ensure the team is connecting marketing performance to downstream revenue outcomes
Executive Reporting & Decision Support
- Elevate team output from dashboards to insight-driven narratives that influence decisions
- Oversee development of executive-level reporting, forecasts, and performance summaries
- Ensure consistency and clarity in how performance is communicated across the organization
Analytical Discovery & Team Direction
- Lead problem definition and prioritization, ensuring the team is focused on the highest-impact work
- Translate business questions into clear analytical roadmaps and deliverables
- Review and refine team output to ensure quality, rigor, and business relevance
Team Leadership & Operating Model
- Lead, mentor, and develop a team of 4–5 marketing analysts, creating clear ownership and accountability
- Set priorities and allocate resources based on business impact
- Establish strong operating rhythms (intake, prioritization, stakeholder alignment, delivery)
- Act as the connective layer between Marketing, Analytics, and Senior Leadership to ensure alignment on goals and measurement
Impact & Business Outcomes (First 12–18 Months)
1. Establish Strategic Clarity
- Define a clear marketing analytics vision and roadmap
- Align stakeholders on how performance is measured and decisions are made
- Prioritize the highest-leverage opportunities across channels and customer segments
2. Drive Measurable Optimization
- Improve marketing efficiency and ROI through better insights and decisioning
- Enable more confident budget allocation and channel strategy
- Increase the organization’s ability to test, learn, and iterate at speed
3. Elevate the Team’s Impact
- Shift the team toward decision enablement
- Ensure analytics is seen as a strategic partner
- Build a team that consistently delivers high-quality, business-relevant analysis
What They’re Really Looking For
A high-judgment, people-first analytics leader who can:
- Step into a complex environment and quickly determine:
- “What matters most, what comes first, and how do we sequence the rest?”
- Lead through others—setting direction, not just doing the work
- Drive alignment across stakeholders with different priorities and perspectives
- Balance strategic thinking with enough technical depth to guide and challenge the team
- Build trust by consistently delivering insights that lead to action
The Bottom Line
Success in this role is about building and leading a team that can deliver across all critical areas of marketing analytics, while ensuring the work is prioritized, aligned, and tied directly to business impact.
This is a role for someone who enjoys owning the “what and why,” empowering their team on the “how,” and ensuring the organization actually acts on the insights delivered.