Director of Growth & Marketing Analytics

The Director of Growth & Marketing Analytics will be a key strategic partner to the CMO and a central driver of AFC’s demand-generation, traffic performance, and conversion optimization efforts. This role blends deep marketing analytics expertise with cross-functional influence, connecting insights across Marketing, Digital, Operations, and Field teams to drive profitable, scalable growth across both corporate and franchise clinics.

This leader will own full-funnel marketing analytics, demand forecasting, website and appointment funnel optimization, and the analytical framework behind AFC’s growth strategy. They will ensure AFC’s marketing efforts are tightly aligned with appointment capacity, clinic readiness, staffing levels, and website conversion — enabling AFC to unlock sustainable volume gains.

Responsibilities

Marketing Analytics & Performance

· Lead full-funnel analytics to guide media strategy, channel allocation, acquisition efficiency, retention performance, and multi-touch impact.

· Partner with FP&A on budget planning, spend allocation, forecasting, and scenario modeling to maximize marketing ROI.

· Oversee analytics for paid media, SEO/SEM, referral sources, CRM, and partnerships to improve acquisition, conversion, and retention.

· Define and manage AFC’s marketing measurement, incrementality testing, and KPI frameworks.

· Ensure strong data infrastructure, accuracy, and hygiene in partnership with IT/Data Engineering.

Traffic Leadership & Cross-Functional Insights

· Lead AFC’s weekly cross-functional Traffic Meeting to unify insights across marketing, operations, staffing, and capacity, synthesizing the true drivers of week-over-week visit volume.

· Develop frameworks that connect marketing activity to operational readiness, provider coverage, and appointment availability.

· Translate insights into actionable recommendations for Marketing, Operations, and Field leadership.

Capacity, Appointments & Demand Forecasting

· Build and maintain a unified view of appointment inventory, capacity, utilization, and demand across corporate and franchise clinics.

· Partner with Operations to align staffing, templates, and hours with expected demand, identifying bottlenecks and opportunities to unlock growth.

· Ensure marketing investment is matched with bookable supply to maximize ROI and avoid wasted demand.

Website & Funnel Optimization

· Own website and appointment funnel analytics, including landing pages, local pages, and platform flows (e.g., Solv).

· Lead conversion rate optimization (CRO) efforts, partnering with Digital/UX on testing roadmaps to improve booking starts, completions, and show rates.

· Develop clear KPIs, test hypotheses, and insights that drive measurable funnel improvements.

Enterprise Dashboards & Strategic Reporting

· Build simple, unified dashboards that connect traffic, marketing performance, website conversion, and operational capacity.

· Present insights to senior leadership, translating complex data into clear business decisions and growth strategies.

Experience & Competencies

· 8 years in growth analytics, marketing analytics, performance marketing, or similar data-driven growth roles.

· Strong experience with incrementality, attribution, funnel analytics, and forecasting.

· Ability to connect marketing signals with operational capacity and business constraints.

· Demonstrated success influencing senior leaders and driving cross-functional alignment.

· Comfortable leading in fast-paced, high-growth environments.

· Bachelor’s degree required.