Vice President, Planning & Analytics

The Vice President of Planning & Analytics will be a strategic leader responsible for steering the commercial team towards continuously improved outcomes through robust end-to-end (E2E) funnel management and advanced analytical insights. This role will lead a team of planners and analysts, leveraging deep expertise in data infrastructure, performance measurement, and predictive modeling to optimize revenue, enhance customer journeys, and drive strategic decision-making across all commercial activities. The ideal candidate is a highly analytical, results-oriented leader with a proven track record of translating complex data into simple stories and actionable strategies while fostering a culture of data-driven excellence.

Key Responsibilities:

E2E Funnel Management & Performance System Ownership:

• Develop and implement a robust performance management system, generating content and facilitating meeting series to drive commercial results.
• Set commercial upper funnel and KPI targets, aligning with optimal outcomes.
• Conduct thorough performance variance analysis, explaining deviations and recommending corrective actions to optimize the commercial funnel.
• Leverage full-funnel measurement for major initiatives and business model changes, providing comprehensive insights into their impact.

Data Infrastructure (BigQuery) & Single Source of Commercial Truth:

• Oversee the strategy and implementation of data infrastructure within BigQuery, focusing on creating and maintaining a single source of commercial truth.

Advanced Analytics & Reporting:

• Design, develop, and maintain real-time reporting dashboards (e.g., Tableau, GA4) to provide stakeholders with immediate access to key performance indicators.
• Lead attribution/contribution modeling to accurately assess the impact of each marketing channel and campaign on business objectives.
• Drive segmentation and cohort analysis to understand performance across various user groups, geographies, and other relevant dimensions.

Understanding Business Drivers & Strategic Forecasting:

• Utilize regression, classification, and other statistical techniques to deeply understand key business drivers/levers and their impact on performance.
• Develop robust predictive models and forecasts that incorporate exogenous factors like industry trends and competitive dynamics to project demand, ROI, and other critical business metrics.
• Expertise in Marketing Mix Modeling (MMM) and Multi-Touch Attribution frameworks to analyze all marketing inputs and understand their incremental contribution.

Initiative Testing Strategy & Optimization:

• Establish and manage initiative testing strategies and frameworks, ensuring proper structuring and interpretation of controlled experiments across the entire commercial funnel.
• Lead performance diagnostics and optimization efforts, identifying bottlenecks or anomalies (e.g., drop-offs in email CTRs, high bounce rates) and implementing solutions to improve performance.

Leadership & Team Development:

• Lead, mentor, and develop a high-performing team of planners and analysts, fostering a culture of continuous learning, innovation, and accountability.
• Drive cross-functional collaboration with marketing, sales, product, and finance teams to ensure alignment on strategic objectives and data-driven initiatives.

Required Qualifications:

• Bachelor's degree in Business, Analytics, Marketing, Finance, Economics, or a related quantitative field. Master's degree preferred.
• 10+ years of progressive leadership experience, successfully building and managing high-performing teams.
• 14+ years of experience in consulting, analytics, or commercial planning roles, demonstrating a strong analytical foundation.
• Proven ability to translate complex data and analytical insights into clear, concise, and actionable narratives (storytelling).
• Outstanding written and verbal communication skills, with the ability to effectively present to and influence executive-level stakeholders.
• Demonstrated expertise in e-commerce and marketing analytics.
• Extensive experience with scenario modeling and financial forecasting.
• High proficiency in SQL for data extraction and manipulation, with specific experience with BigQuery preferred.
• Expert-level proficiency in Microsoft Excel for data analysis.
• Exceptional PowerPoint skills for developing clear, compelling presentations.

Preferred Qualifications:

• Experience with SalesForce and BI tools (e.g., Tableau, Power BI).
• Familiarity with various web analytics platforms beyond GA4.
• Experience in the healthca