Director, Marketing Analytics

This is a fully remote position, open to applicants in California, +3 more states.

📋 Description

• Lead the measurement strategy for TV (linear and CTV/streaming), podcast, OOH, direct mail, and brand marketing channels, which includes selecting methodologies, governing models, and delivering insights.

• Manage the accuracy and utilization of our Marketing Mix Model (MMM) for offline and brand expenditures. Ensure that inputs are clean and representative, outputs are properly calibrated against incrementality ground truth, and results are translated into actionable budget allocation decisions rather than merely existing in a report.

• Oversee the team-wide incrementality roadmap and methodology standards. Design and implement incrementality experiments for offline and brand channels (such as geo holdouts, synthetic control, and matched market tests) to establish causal impacts and validate MMM outputs against ground truth. Collaborate with paid digital analysts on test design and scheduling to avoid test collisions and maintain consistent methodologies across online and offline.

• Develop and manage brand marketing measurement strategies, including brand lift studies, awareness-to-conversion funnel tracking, and long-term brand equity modeling.

• Oversee podcast measurement, which encompasses attribution methodologies (such as vanity URLs, promo codes, and pixel-based tracking), reach estimation, and incrementality validation.

• Convert MMM outputs and incrementality results into offline and brand budget allocation recommendations with clear confidence intervals. Ensure recommendations are decision-ready, not just presentation-ready.

• Develop and sustain channel-level media response curves, saturation analyses, and diminishing returns modeling for offline media to facilitate scenario planning and spending optimization.

• Collaborate with media buyers and marketing leadership to define offline and brand measurement roadmaps, critically assess interpretations, and ensure that findings genuinely influence our investment strategies.

• Own and deliver a rolling incrementality roadmap to marketing leadership on a monthly basis: detailing what has been tested, implications for spending, and future plans. This is a recurring executive deliverable, not a one-time report.

• Conduct in-depth analyses of offline and brand channel performance issues. Identify what's working, what's not, and why. Provide clear, actionable optimization recommendations that enhance spending efficiency and channel effectiveness.

• Identify data quality and tracking gaps specific to offline channels and facilitate solutions, from S3 data ingestion (Tatari and similar) to upstream tagging and pipeline integrity.

• Create scalable, reusable dbt models that encapsulate offline and brand channel measurement logic for application across dashboards, reporting, and stakeholder self-service.

• Operate within Snowflake, Python, and our Databricks environment to build and maintain the data pipelines and models that support offline and brand measurement.

• Develop and maintain Tableau dashboards that provide marketing leadership with a clear, reliable overview of offline and brand channel performance and ROI.

• Utilize AI as an integral daily productivity tool: enhancing SQL, automating documentation, stress-testing model assumptions, and uncovering faster solutions.

• Contribute to the development of how the Marketing Science team constructs and shares AI-assisted analytical workflows, not only as a user but also as a practitioner who helps elevate the team's capabilities.

⛳️ Requirements

• 8+ years of experience in marketing analytics or marketing science, primarily focused on offline and brand channels: TV (linear and/or streaming), podcast, radio, OOH, direct mail, or similar. You should have encountered these measurement challenges at a significant scale.

• Extensive, hands-on experience with Marketing Mix Modeling for offline and brand expenditure. You comprehend how MMMs are constructed, the necessary inputs, their potential pitfalls, and how to verify outputs against incrementality ground truth.

• Demonstrated experience in incrementality testing for offline channels: geo holdouts, matched market design, synthetic control, and difference-in-differences. You know how to design a statistically robust test and interpret results with integrity.

• Proficient in SQL and data modeling. You write clear, efficient queries across complex schemas and can create analytics logic that others can easily maintain. Experience with dbt is a significant advantage.

• Proficient in Python for analytical tasks: statistical modeling, data manipulation, and automation. You produce readable code that a colleague can easily understand.

• Excellent communication skills. You have presented findings and budget recommendations related to offline and brand measurement to CMO-level stakeholders and know how to convey technical results as actionable decisions, not just data insights.

• Comfortable working independently without a manager-level data layer between you and the problem. You define your own work scope, establish your roadmap, and drive to conclusions with minimal oversight.

• Familiarity with TV measurement platforms and data providers: Tatari, iSpot, VideoAmp, Nielsen, or similar.

🏝️ Benefits

• Medical, dental, vision, and HSA match

• Paid life insurance, AD&D, and disability benefits

• Traditional 401k with company match

• Unlimited PTO

• Paid company holidays and occasional pop-up bonus holidays

• Professional development stipends

• Mental health resources

• 1:1 financial planners

• Fertility healthcare

• 100% paid parental and caregiving leave, plus cleaning service and meals during your leave

• Flexible work-from-home options, including remote and in-office opportunities

• Fully stocked kitchen, catered lunches, and occasional in-office happy hours

• Employee resource groups