What are the responsibilities and job description for the Director of Analytics position at Blue Compass RV?
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
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.
- 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.
Salary : $200,000