Director Marketing Analytics

Our client is a well-known restaurant chain, backed by a large consumer-focused private equity firm. The company has more than 500 locations throughout the U.S., with moe than $1b in annual revenue.

The Director of Marketing Analytics will lead the development of the company's marketing measurement ecosystem, ensuring every marketing investment can be accurately tracked, measured, and optimized. This leader will own reporting strategy, data governance, campaign tagging standards, data mapping, attribution frameworks, dashboard development, and performance analytics across all marketing channels.

This role partners closely with Marketing, Digital, Media, CRM, Product, IT, Finance, and external agency partners to create a best-in-class analytics infrastructure that enables data-driven decision making and maximizes marketing ROI.

Marketing Measurement & Performance Analytics

• Lead measurement strategy across paid media, owned channels, CRM, ecommerce, retail, and offline marketing.
• Analyze campaign performance across Search, Social, Display, Video, CTV, Email, Affiliate, Influencer, and Traditional Media.
• Deliver actionable insights to improve customer acquisition, retention, engagement, and lifetime value.
• Develop attribution methodologies to understand incremental marketing impact.
• Identify trends, opportunities, and risks through ongoing performance monitoring.
• Translate complex datasets into clear business recommendations for executive leadership.

Reporting & Dashboard Development

• Own the company's marketing reporting framework.
• Design, build, and maintain executive dashboards and KPI scorecards.
• Standardize weekly, monthly, quarterly, and ad hoc reporting.
• Automate reporting wherever possible to reduce manual effort.
• Ensure reporting is accurate, timely, scalable, and actionable.
• Partner with BI teams to improve reporting architecture and visualization.

Data Maping, Tagging & Tracking

• Own marketing data governance and measurement standards.
• Develop and maintain campaign taxonomy, UTM standards, naming conventions, and metadata requirements.
• Partner with Digital, Engineering, and agency teams to ensure proper implementation of tracking across all channels.
• Oversee tagging strategies using Google Tag Manager, Adobe Launch, or similar tag management systems.
• Validate data quality and troubleshoot tracking discrepancies.
• Ensure consistency across media platforms, web analytics, CRM, ecommerce, and reporting systems.

Marketing Technology & Analytics Infrastructure

• Partner with IT and Engineering to optimize data collection processes.
• Support implementation and optimization of GA4, Adobe Analytics, CDPs, data warehouses, and visualization tools.
• Collaborate on API integrations and automated data pipelines.
• Improve data accessibility and reporting efficiency across the organization.
• Ensure marketing data flows accurately between platforms.

Business Intelligence

• Analyze customer behavior, channel effectiveness, conversion funnels, and marketing efficiency.
• Build forecasting models and performance projections.
• Conduct cohort analysis, segmentation, customer journey analysis, and incrementality studies.
• Measure return on ad spend (ROAS), customer acquisition cost (CAC), lifetime value (LTV), and media efficiency.
• Recommend optimization opportunities based on statistical analysis and business trends.

Cross-Functional Leadership

• Serve as the analytics partner for Marketing leadership.
• Work closely with Media agencies to validate campaign tracking and reporting.
• Partner with Finance to align marketing investment with business outcomes.
• Collaborate with Product and Ecommerce teams to improve measurement capabilities.
• Present insights and recommendations to senior leadership and executive stakeholders.

Requirements

• Bachelor's degree in Marketing, Business, Analytics, Statistics, Economics, Computer Science, or related field.
• 8–12 years of marketing analytics, digital analytics, business intelligence, or marketing measurement experience.
• Experience leading analytics teams and managing cross-functional initiatives.
• Strong understanding of digital marketing channels and attribution methodologies.
• Experience building executive dashboards and reporting frameworks.
• Deep understanding of marketing KPIs and performance measurement.
• Ability to be onsite in Atlanta offices (Alpharetta) 3-4 days per week.

Preferred experience

• GA4
• Adobe Analytics
• Google Tag Manager
• Adobe Launch
• Looker
• Tableau
• Power BI
• SQL
• BigQuery
• Snowflake
• Excel
• CRM platforms (Salesforce, HubSpot, Braze, Klaviyo)
• CDPs (Segment, Tealium, mParticle)
• Google Ads
• Meta Ads Manager
• DV360
• Campaign Manager 360
• Adobe Experience Cloud