(USA) Senior Manager, Business Analysis and Insights

Position Summary...

Build the new Marketing Intelligence function at Sam’s Club. As one of two Senior Managers, you’ll lead the brand strategy & marketing intelligence pillar from Bentonville, AR—turning a high volume of marketing activity into a single, trusted story of how our work drives outcomes. You’ll connect brand and performance marketing to member growth, revenue, and brand health, creating a measurement system that ladders up to business objectives. Partnering with strong data teams and media partners, you’ll leverage AI to accelerate insights, optimize paid media, and guide investment decisions that move the business.

What you'll do...

• Map & Align
  • Inventory channels, campaigns, metrics, and data sources across brand and performance marketing.
  • Define an outcomes tree that ties activities to business KPIs (member growth, revenue, LTV, traffic, conversion, brand health).
  • Surface quick wins to improve accuracy, speed, and trust in existing reporting.
• Establish the “One Story”
  • Stand up a single source of truth for marketing performance with a unified taxonomy, KPI definitions, and governance.
  • Launch a weekly executive-ready narrative that explains what moved the business and why—brand and performance together.
• Model, Test, Optimize
  • In partnership with our data teams, implement a Media Mix Modeling (MMM) roadmap and integrate with experimentation (geo tests/holdouts) to validate incrementality.
  • Operationalize campaign performance optimization for paid media (search, social, video, display, retail media, affiliates), providing channel‑level reallocation recommendations that improve ROAS/LTV.
• Drive Decisions
  • Lead a Marketing QBR that synthesizes brand + performance results, clarifies trade‑offs, and recommends what to scale, pivot, or stop—with quantified business impact.
• AI‑Powered Intelligence
  • Use AI to speed insight generation (e.g., automated QA, anomaly detection, forecasting updates, creative/offer insights, narrative drafting).
  • Reduce time‑to‑insight and increase signal quality through automation and methodology upgrades.
• Brand Strategy Measurement
  • Build a brand performance framework that links awareness/consideration/preference to near‑term outcomes and long‑term value.
  • Enable scenario planning that connects MMM outputs, budget choices, and expected business results.
• Team & Partnership Leadership
  • Coach analysts and cross‑functional squads; set standards for analytical rigor, storytelling, and stakeholder engagement.
  • Orchestrate ways of working across the two Senior Manager roles, agencies, Media, Brand, Finance, and Data Science.
  • Embed privacy, compliance, and ethical data use in every workflow.

What You’ll Bring

• Measurement depth across brand + performance: Hands‑on experience with MMM, incrementality testing/experimentation, and campaign performance optimization across paid media channels.
• Performance marketing fluency: You understand channel mechanics and how to translate platform and partner data into cross‑channel investment decisions.
• AI forward: Practical experience leveraging AI to automate analysis, generate insights, improve forecasts, or accelerate narrative creation—and a curiosity to scale new AI capabilities with our data partners.
• Executive storytelling: You turn complex analysis into clear, persuasive narratives that drive alignment and action at senior levels.
• Builder’s mindset: Comfortable launching a new function—designing taxonomies, governance, and cadences that stick.
• Cross‑functional influence: Proven success partnering with data engineering/science, Finance, Brand, Media, and external agencies to define goals, resolve trade‑offs, and deliver outcomes.
• People leadership: A track record of mentoring analysts and elevating the craft—raising the bar on methods, quality, and speed.
• Stewardship: High standards for data quality, compliance, and ethical measurement.

At Sam's Club, we offer competitive pay as well as performance-based bonus awards and other great benefits for a