Director of Marketing Analytics

Overview

National Debt Relief is looking for a self-motivated, detail-oriented, and strategy-minded Director of Marketing Analytics to join our fast-growing Marketing Analytics team within the Marketing department. In this role, you will be responsible for analyzing and reporting marketing performance across channels, leveraging advanced analytics to synthesize data into actionable insights to drive decision making, and identifying trends and areas of opportunity to grow our business and optimize marketing efforts to improve/ optimize marketing investment, lead generation and lead conversion. This person will also identify new questions and problem areas for the marketing department and select and design appropriate analytical methods and models to solve them. In addition to working closely with each team within Marketing, this person will also be collaborating with Finance, Product, Sales, Client Experience etc. to drive forecasting, lead scoring, investment optimization, market research, and sales strategy for the business. 

The position is also responsible for ensuring marketing performance transparency and stakeholder visibility. This includes improving data access and visualization through current platforms as well as defining and helping to implement new tools and platforms for improvements. This person will also take initiative to develop training programs to improve team members’ understanding of data and analytics.

Responsibilities

• Lead and direct the work of the Marketing Analytics team, including creating/administering departmental policies and strategic plan.
• Track, monitor, and analyze campaign/test performance and KPIs across all marketing channels such as TV/OTT, Paid Search, Paid Social, Affiliates, Direct Mail etc.; identify key trends and root causes, anticipate and respond to stakeholder questions; use data insights and research to drive lead gen and business growth.
• Leverage advanced analytics to uncover actionable insights and recommendations to drive prospect targeting strategy and improve marketing effectiveness, efficiency, and return on investment.
• Ensure proper cross-channel lead attribution by developing and leveraging advanced methods like Multi Touch Attribution (MTA) model and Mix Media Modeling (MMM)
• Develop and manage marketing and customer data visualizations, dashboards, and best practices via Salesforce Analytics Studio /Tableau CRM platforms - including internal and external team adoption, training, and support.
• Manages the development and implementation of digital marketing strategies that optimize marketing effectiveness and enhance user experience.
• Automate existing reporting processes to reduce manual input and enable the business to scale.
• Assist in designing, structuring, and executing various lead gen tests to evaluate and quantify the impact of different marketing campaigns.
• Conduct third-party data vetting, validation, and onboarding to drive and improve data enrichment, prospect targeting, and response modeling.
• Partner with Finance and Sales to communicate and update channel and campaign specific forecasts for in-flight marketing initiatives and post-campaign metrics & ROI.
• Monitor and analyze website performance and conversion funnel to ensure proper campaign tracking and attribution.
• Collaborate closely with data science to design and develop response model, MTA model, and other machine learning algorithms to improve prospecting, targeting, and profitability.
• Gathers and evaluates web analytics and metrics to be used for market site enhancements and to leverage optimization of all digital programs.
• Creates analytical reports pertaining to campaign performance, to present to senior management and the corporate marketing team.

Qualifications

• Bachelor’s degree in STEM or other quantitative disciplines (Statistics, Mathematics, Engineering, Computer Science, Data Science or similar) or similar experience is required. Advanced degree in related fields preferred.
• 8 years’ overall experience in an analytical role, preferably marketing analytics, required.
• 2 years’ experience in a strategic leadership position with a similar or larger size organization required.
• 2 years’ demonstrated leadership experience with marketing analytics.
• A strategic leader with high level of executive presence and ability to develop strategy on high priority business initiatives.
• Proficient in SQL, Python, and analytics platforms – Tableau, Looker, PowerBI or other.
• Experience with data warehouse structures and report automation using ET/ API tools.
• Advanced Excel skills including pivot tables, VLOOKUPs, and ability to build complex formulas.
• Comfortable and demonstrates and builds credibility with chief and executive l