Senior Director, Channel Marketing Analytics

📋 Description

• • Lead the analytical strategy, measurement frameworks, and insight generation that drive performance across paid, organic, email, and field marketing channels for Risepoint, an education technology company dedicated to expanding access to affordable online degree programs.
• • Serve as the primary strategic partner to Channel Marketing leadership, shaping hypotheses, guiding investment decisions, and delivering rigorous measurement, testing, and insights to maximize ROI and accelerate growth.
• • Oversee the development and implementation of best-in-class attribution, experimentation, and incrementality frameworks to deepen the understanding of channel performance drivers.
• • Create actionable recommendations that enhance efficiency and effectiveness across the entire marketing funnel, from awareness to conversion.
• • Translate complex analyses into clear, compelling narratives for executive-level consumption, influencing strategy and outcomes.
• • Drive strategic partnership by working directly with Channel Marketing executives to optimize investment and identify new growth opportunities.
• • Elevate the understanding of funnel dynamics, ROI drivers, and emerging performance patterns by translating complex channel performance data into actionable insights.
• • Challenge existing assumptions, frame impactful hypotheses, and guide the analytics team toward the highest-impact questions, influencing the prioritization of campaigns, budgets, and channel mix.
• • Deliver executive-ready narratives that support critical business reviews, priority-setting, and investment planning processes.
• • Own and evolve comprehensive measurement frameworks, including advanced attribution models, incrementality testing, causal inference methodologies, and robust experimentation designs.
• • Build and scale a culture of test-and-learn practices, encompassing A/B testing, geo-experiments, Marketing Mix Modeling (MMM) enhancements, creative testing, and other innovative experimental approaches.
• • Develop and refine frameworks that accurately quantify true marketing lift and channel contribution, enabling confident and data-driven investment decisions.
• • Collaborate closely with data engineering and BI teams to ensure high data quality, robust instrumentation, and analytical readiness across all marketing platforms and touchpoints.
• • Drive channel optimization by leading analytics efforts that inform targeting strategies, bidding optimizations, creative performance analysis, spend allocation, and engagement patterns.
• • Proactively surface insights related to channel saturation, marginal returns, audience behavior shifts, and optimal channel scaling thresholds.
• • Analyze competitive landscapes, seasonal trends, and external market factors to provide crucial context for channel performance evaluations.
• • Develop sophisticated forecasting and scenario models to support strategic budget allocation and investment decisions.
• • Build, lead, mentor, and grow a high-performing team of marketing analysts, fostering technical depth, analytical rigor, and strong business acumen.
• • Establish and enforce shared methodologies, analytical standards, and scalable processes to ensure consistency and efficiency across the analytics function.
• • Cultivate a team culture characterized by curiosity, innovation, and a commitment to translating insights into tangible actions.
• • Apply advanced AI/ML techniques, such as uplift modeling, creative intelligence, and predictive bidding, to uncover new optimization levers and drive performance improvements.
• • Leverage Generative AI (GenAI) tools to accelerate exploratory data analysis, automate insight generation, and enhance the storytelling capabilities of the analytics team.
• • Partner with engineering teams to ensure that analytical models and workflows are production-ready, scalable, and continuously improved for maximum impact.
• • Ensure Marketing Analytics is recognized as a trusted strategic partner by Channel Marketing, with leaders relying on the role for shaping investment, challenging assumptions, and providing clear guidance.
• • Establish a clear, shared framework for measuring channel effectiveness, leading to an aligned organizational approach to evaluating efficiency, conversion, and incremental impact.
• • Drive the evolution of attribution and incrementality thinking beyond basic metrics towards robust experimentation and causal approaches that accurately quantify true channel contribution.
• • Achieve adoption of standardized measurement and decision frameworks within the first year, with channel teams actively using agreed-upon metrics and methodologies.
• • Drive measurable improvements in marketing efficiency and conversion through analytics-driven insights, leading to tangible gains in cost efficiency, funnel conversion, and ROI.
• • Strengthen analytics influence on business decisions, embedding analytics into planning cycles and reviews, and increasing stakeholder confidence in insights and recommendations.