Sr. Director - Marketing Analytics

The Senior Director of Marketing Analytics will build and lead a centralized analytics organization responsible for measuring the effectiveness and efficiency of all marketing activity across paid, earned, and owned channels. This role will partner closely with Marketing, Finance, Data, Product, Media, and Executive Leadership to provide actionable insights, predictive modeling, and strategic recommendations that drive business outcomes. 

This leader brings deep expertise in marketing measurement, predictive analytics, and executive storytelling, with the ability to translate complex data into strategic decisions in a multi-business-unit environment.  

Day to day, you'll...

Enterprise Marketing Measurement & Analytics 

• Own the end-to-end marketing measurement strategy across all business units and channels. 

• Establish standardized KPI frameworks, methodologies, and reporting governance across the organization. 

• Develop enterprise dashboards and executive reporting that provide clear visibility into marketing performance, efficiency, and business impact. 

• Ensure consistent definitions, methodologies, and data integrity across all reporting and analytics outputs. 

• Serve as the independent authority on marketing performance and measurement credibility. 

Channel Performance & Optimization  

Lead measurement and optimization across paid, owned, earned, brand, and cross-channel marketing to evaluate effectiveness, incrementality, customer journey performance, and budget efficiency.  

Attribution, MMM & Forecasting 

• Lead enterprise attribution, media measurement, media mix modeling, and forecasting capabilities to improve marketing investment decisions and business planning. 

• Establish practical, statistically sound approaches for incrementality testing, scenario planning, and hypothesis validation. 

• Partner with Finance and Marketing leadership to quantify channel contribution, optimize spend, and translate model outputs into actionable budget guidance. 

• Continuously improve methodologies as privacy regulations, platforms, and business needs evolve, with clear visibility into forecast accuracy and confidence. 

Predictive Analytics, Customer Insights & Financial Performance 

• Lead predictive analytics and modeling that inform acquisition, retention, profitability, and customer value decisions across the enterprise. 

• Develop scalable models for propensity, churn, lifetime value, demand, and retention, and monitor performance over time. 

• Translate model outputs into operational decisions and partner with business teams to activate insights and quantify impact. 

• Partner with Finance to standardize Lifetime Value vs Cost of Acquisition, payback, and customer profitability frameworks that support growth investment decisions. 

Brand, Reputation & Emerging Capabilities     

• Lead brand tracking and reputation measurement programs that provide insight into awareness, consideration, sentiment, share of voice, and competitive positioning.     

• Synthesize consumer and market intelligence into strategic recommendations for Marketing and Executive Leadership.    

• Establish measurement approaches for emerging capabilities, including AI-enabled marketing initiatives, generated content, and customer experiences. 

Organizational Leadership 

• Build and lead a high-performing marketing analytics organization with a clear vision, scalable operating model, and near-term business impact. 

• Establish scalable operating models, prioritization frameworks, and cross-functional processes. 

• Drive a culture of analytical rigor, objectivity, and business partnership. 

• Serve as a strategic advisor to executive leadership on marketing performance and investment decisions. 

• Influence senior stakeholders through clear storytelling, strong visualization, and ROI-focused recommendations. 

• 12+ years of experience in marketing analytics, marketing science, business intelligence, or data strategy. 

• 5+ years leading enterprise-scale analytics organizations. 

• Expertise in marketing analytics, attribution, media measurement, media mix modeling, forecasting, predictive analytics, LTV:CAC, and brand measurement. 

• Experience supporting multi-brand or multi-business-unit organizations. 

• Experience partnering closely with Finance and Executive Leadership. 
• Proven ability to influence senior stakeholders and drive organizational change.
• Bachelor’s degree in Marketing, Analytics, Statistics, Economics, Data Science, Business, or a related field required; advanced degree preferred.  

Technical & Analytical Expertise 

Strong understanding of: 

• Statistical modeling, forecasting, experimentation, and machine learning methods applied to marketing and customer analytics. 

• Attribution, incrementality, media mix modeling, segmentation, propensity modeling, and marketing measurement methodologies. 

• Marketing data ecosystems, governance, visualization, and executive reporting tools. 

• SQL 

• Python/R expertise 

• BI platforms (Tableau, Power BI, Looker, etc.) 

• CDPs and marketing data platforms 

• Marketing automation and media platforms 

• Cloud architecture/solutions (Azure, AWS)