Director of Marketing Analytics

Competitive

Atlanta, GA

Permanent

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Position Summary

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.

Key Responsibilities

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

Data Mapping, 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 & Insights

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 Partnership

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.

Qualifications

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.

Technical Skills

Preferred experience with:

40% of the role focuses on reporting, data mapping, and tagging infrastructure, 35% on

performance analytics and measurement, and 25% on strategic insights, cross-functional

leadership, and optimization