VP of Analytics & Performance Marketing

About the Role

Key Responsibilities

• Define and implement enterprise-wide measurement frameworks across all media channels: digital, broadcast, print, OOH, and experiential.
• Drive innovation in marketing technology stack implementation, including, Martech, CRM, analytics platforms, and attribution models.
• Lead cross-functional teams across analytics, performance-based media, and technology disciplines.
• Develop comprehensive client growth strategies integrating traditional and digital channels.
• Spearhead digital transformation initiatives for clients and internal operations.
• Design multi-channel attribution models and unified measurement approaches.
• Establish KPI frameworks and ROI methodologies across all marketing initiatives.
• Architect data infrastructure integrating first-party data, third-party sources, and market research.
• Lead predictive modeling and AI implementation for campaign optimization.
• Direct web analytics, conversion optimization, and digital experience measurement.
• Develop cross-channel attribution models linking online and offline touchpoints.
• Implement advanced analytics for cross-channel optimization and budget allocation.
• Lead marketing mix modeling to quantify channel effectiveness and interaction.
• Build data-driven stories and communicate with clients and internal stakeholders.
• Develop measurement strategies across channels.
• Clearly communicate data-driven insights to technical and non-technical audiences.
• Lead C-suite relationships and strategic development.
• Develop custom reporting frameworks and guide quarterly business reviews and strategic planning sessions.
• Serve as primary client contact for digital-specific initiatives.
• Lead high-stakes pitches and business development initiatives.
• Develop winning pitch strategies and presentations.
• Oversee scope development, resource planning, and pricing strategies.
• Identify and pursue new business opportunities and strategic partnerships.
• Lead discovery sessions with potential clients.
• Develop first-party data strategies ensuring compliance with HIPAA, FERPA, PII regulations, GDPR, and CCPA.
• Oversee privacy-first analytics, including HIPAA-compliant tracking solutions and consent-based audience targeting.
• Ensure responsible data governance, especially in healthcare and higher education marketing initiatives.
• Lead strategies for cookie deprecation, first-party data capture, and AI-driven audience targeting.
• Collaborate with IT and legal teams on data security and regulatory compliance.
• Build and mentor high-performing teams across performance marketing and analytics.
• Ensure efficient resource utilization, workload balance, and profitability.
• Guide website technical discovery and solutions architecture.
• Oversee vendor relationships and technology integrations.
• Lead internal training initiatives on technology, AI, media measurement trends, and data.

Requirements

• 10+ years of progressive experience in integrated marketing analytics leadership.
• Deep expertise in multi-channel measurement and attribution.
• Strong background in traditional and digital media.
• Advanced knowledge of marketing technology platforms and data architecture.
• Proven experience leading cross-functional teams.
• Track record of C-suite relationship management.
• Experience in healthcare, higher education, or tourism sectors.
• Bachelor's degree required.
• Technical knowledge of marketing analytics platforms such as GA4, Adobe Analytics.
• Experience with Business Intelligence tools like Sigma, Tableau, Power BI.
• Familiarity with attribution & marketing automation platforms, CDP/CRM systems.
• Proficiency in SQL, Snowflake, FiveTran, DBT, and AI/ML applications in media planning & buying.
• Deep understanding of integrated marketing and emerging marketing technologies.
• Knowledge of privacy regulations and data security best practices.
• Understanding of agency operations, account management, and strategic planning.
• Familiarity with website UX, design, and development solutions.

Nice to Have

• Experience with AI/ML applications in media planning and buying.
• Knowledge of website UX, design, and development solutions.
• Experience with emerging marketing technologies and trends.

Qualifications

• Bachelor's degree in a relevant field.