Director of Analytics

Director of Marketing Analytics

Blue Compass RV is seeking a Director of Marketing Analytics to lead the transformation of data into a competitive advantage across our marketing organization. This role is responsible for building a performance-driven analytics function that directly impacts revenue, lead quality, and marketing efficiency.

This leader will bring a hands-on, operator mindset, with proven experience owning KPIs tied to lead generation, showroom traffic, unit sales, and marketing ROI. The ideal candidate thrives in a fast-paced, decentralized retail environment and understands the nuances of multi-location performance marketing.

What You’ll Do

• Own end-to-end marketing performance measurement, directly tying campaign activity to revenue outcomes, including leads, appointments, showroom visits, and unit sales.
• Define, implement, and continuously optimize core KPIs, including:
• Cost per Lead (CPL)
• Cost per Sale (CPS)
• Lead-to-Appointment Rate
• Appointment-to-Sale Conversion Rate
• Inventory Turn Rate (marketing-influenced)
• Return on Ad Spend (ROAS)
• Customer Acquisition Cost (CAC)
  
  

Lead the development of a closed-loop attribution model, connecting digital engagement to offline sales across dealership systems and CRM platforms. Partner closely with Sales, Operations, and Field Leadership to align marketing analytics with store-level performance and revenue goals. Build and scale real-time dashboards and reporting frameworks that provide visibility from executive-level summaries down to individual store and campaign performance. Analyze channel-level performance (Paid Search, Paid Social, OEM programs, third-party marketplaces, email, website) and drive continuous optimization based on data. Develop advanced models for:

• Lead scoring and quality segmentation
• Customer lifecycle and repurchase behavior
• Inventory-based marketing optimization
• Forecasting demand and budget allocation
  
  

Lead experimentation frameworks (A/B testing, geo testing, incrementality testing) to validate marketing impact and improve efficiency. Establish and enforce best practices in data governance, tagging, tracking, and data integrity across all platforms. Translate complex data into clear, actionable insights for executive leadership, influencing strategic decisions and investment allocation. Build and mentor a high-performing analytics team, fostering a culture of accountability, curiosity, and measurable impact. Develop deep expertise with the vendors and systems we use. Identify and vet alternative technical solutions when appropriate.

What You Need To Succeed

• Bachelor’s degree in Marketing Analytics, Data Science, Business, or related field (Master’s preferred).
• 7 years of hands-on marketing analytics experience, with direct ownership of performance KPIs in Automotive, RV, Motorsports, or similar high-value retail industries.
• Proven experience in a multi-location or dealer group environment, with a deep understanding of localized marketing performance and regional variability.
• Demonstrated success improving key business outcomes such as:
• Lead volume and quality
• Conversion rates across the funnel
• Marketing-driven revenue growth
• Efficiency of media spend
  
  

Strong working knowledge of dealer systems, CRMs, and lead management processes, including how leads are handled, nurtured, and converted at the store level. Expertise in tools such as:

• Google Analytics (GA4), Google tag manager, Databricks, Rudderstack, MSFT Fabric
• CRM platforms (Salesforce, HubSpot, DealerSocket, VinSolutions, etc.)
• BI tools (Power BI, Tableau)
• SQL, Python, and Excel
  
  

Experience building and operationalizing multi-touch attribution models and integrating online/offline data sources. Strong analytical skills with the ability to work directly with large, complex datasets and uncover actionable insights. Exceptional communication skills, with the ability to influence non-technical stakeholders, vendors, and drive action through data storytelling. Highly organized, detail-oriented, and accountable, with a bias toward action and measurable results. Passion for continuous testing, optimization, and performance improvement in a competitive retail environment.