Director- Marketing Insights

Key Responsibilities:

The Director of Marketing Analytics is responsible for providing insightful information and business intelligence solutions through the collection, management and analysis of data. This role will support the Chief Marketing Officer, and other senior leaders, with deep and timely analysis to help the Company make data driven marketing decisions to optimize volume and revenue to spend. The Director- Marketing Analytics role will need to function in both an advisory as well as

in an owner role driving Marketing KPIs in a high-growth, investor-backed environment.

• Set and implement the vision and strategy for marketing analytics. Measure ROI of online and offline advertising campaigns
• Develop/define multi-channel marketing campaign KPIs
• Develop and utilize technology to create marketing dashboards for consistency and insights
• Gather and synthesize all marketing spend at a granular level along with all marketing inbound and outbound performance
• Identify issues/trends and make recommendations to improve Marketing ROI at the branch level
• Report on marketing KPIs (e.g., leads, conversion rates, website traffic, social media engagement, Cost per Action, etc.)
• Monitor budget distribution and performance of online and offline campaigns relative to the leads they generate
• Recommend website and campaign optimizations
• Evolve our attribution model from Last Touch to better understand the interplay of our tactics on conversions.
• Identify optimal media mixes at a branch level and recommend testing to apply this at branches below optimal media mix
• Utilize data and insights to inform monthly forecasts and provide guidance for the annual budget cycle for the business

The Director- Marketing Analytics should also demonstrate proficiency in the following core competencies:

Setting Strategy

• The ability to create and articulate an inspiring vision for the organization, not only for the areas he/she is directly responsible for, but the enterprise as a whole.
• The inclination to seek and analyze data from a variety of sources to support decisions and to align others with the organization's overall strategy.
• An entrepreneurial and creative approach to developing new, innovative ideas that will stretch the organization and push the boundaries within the industry.
• The ability to effectively balance the desire/need for broad change with an understanding of how much change the organization is capable of handling, to create realistic goals and implementation plans that are achievable and successful.

Executing for Results

• The ability to set clear and challenging goals while committing the organization to improved performance; tenacious and accountable in driving results.
• Comfortable with ambiguity and uncertainly; the ability to adapt nimbly and lead others through complex situations.
• A risk-taker who seeks data and input from others to foresee possible threats or unintended circumstances from decisions; someone who takes smart risks.
• A leader who is viewed by others as having a high degree of integrity and forethought in his/her approach to making decisions; the ability to act in a transparent and consistent manner while always taking into account what is best for the organization.

Leadership

• The ability to persevere in the face of challenges and exhibit a steadfast resolve and relentless commitment to higher standards, which commands respect from followers.
• A leader who is self-reflective and aware of his/her own limitations; leads by example and drives the organization's performance with an attitude of continuous improvement by being open to feedback and self-improvement.

Relationshiups and Influence

• Naturally connects and builds strong relationships with others, demonstrating strong emotional intelligence and an ability to communicate clearly and persuasively.
• An ability to inspire trust and confidence in others through compelling influence, powerful charisma, passion in his/her beliefs, and active drive.
• Encourages others to share the spotlight and visibly celebrates and supports the success of the team.
• Creates a sense of purpose/meaning for the team that generates followership beyond his/her own personality and engages others to the greater purpose for the organization as a whole.

Professional Experience/Qualifications

• Bachelor’s degree in Computer Science, Economics, Information Systems, Statistics, Operations Research, Applied Math, or other related field, Master’s Degree Preferred
• 9 years of experience in data science, data analytics, web analytics and marketing analysis
• Demonstrable understanding of the principles of data science, specifically the concepts of regression modeling and machine learning. Experience leading a data science project or engagement preferred.
• 7 years of advanced marketing campaign analytics
• Expert experience with SQL for data transformations, profiling and query tasks
• Experience with digital analytics tools (e.g. Google Adwords, Google Analytics, etc.)
• Executive presence and ability to manage C-suite stakeholders is essential
• The individual should have a highly advanced knowledge in Excel and PowerPoint and an advanced knowledge of database relationships

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