Head Of Marketing Analytics

## About the Role We are seeking a strategic and hands-on Senior Marketing Analytics Leader to build and lead a high-impact analytics function within Revenue Marketing. This role will be responsible for transforming marketing into a fully data-driven revenue engine — providing clarity on performance, pipeline contribution, ROI, and growth opportunities across integrated campaigns, ABM, lifecycle, and holistic search (SEO + SEM). The ideal candidate combines strategic thinking, strong technical depth, and business acumen. They must be able to connect marketing activity to revenue outcomes, influence executive decision-making, and build scalable reporting frameworks that drive action — not just dashboards. This leader will build and manage a small but high-leverage team (2 direct reports initially) and partner closely with Campaigns, ABM, Digital, Search, Events, Sales, and Finance. ## Responsibilities ### Revenue Attribution & Measurement Strategy - Design and evolve marketing attribution models aligned to pipeline and revenue impact. - Establish a unified measurement framework across paid, organic, ABM, events, and lifecycle. - Quantify marketing's contribution to sourced and influenced pipeline. - Partner with Sales Ops and RevOps to ensure alignment across the funnel. Success means leadership can clearly answer: - How is marketing driving revenue, and where should we invest next? ### Campaign & Channel Performance Analytics - Define standardized KPIs across integrated campaigns and channels. - Develop reporting frameworks that go beyond MQLs to pipeline and revenue efficiency. - Analyze channel mix performance and recommend budget optimization. - Support holistic search strategy by evaluating blended paid + organic performance. - Ensure that campaign decisions are informed by ROI, not vanity metrics. ### ABM Performance & Account Intelligence Given ABM is a focused revenue marketing approach: - Develop account-level performance dashboards. - Measure engagement depth, buying group influence, and deal acceleration impact. - Identify patterns across high-performing accounts. - Partner with ABM and Events teams to optimize field and event ROI. ### Forecasting & Strategic Planning Support - Build predictive models for pipeline generation and conversion. - Support annual and quarterly planning with data-driven projections. - Model spend scenarios and CAC/LTV tradeoffs. - Identify leading indicators of pipeline performance. ### Data Infrastructure & Tooling - Partner with RevOps to ensure clean, scalable data architecture. - Improve tracking integrity across campaigns and channels. - Ensure marketing automation and CRM data consistency. - Build dashboards that are actionable and trusted by leadership. ### Team Leadership & Capability Building - Hire and manage 2 direct reports (e.g., Marketing Analyst). - Develop analytical rigor across the broader marketing organization. - Establish documentation, processes, and governance standards. - Elevate data literacy across campaigns, ABM, digital, and search teams. ## What Success Looks Like - Clear visibility into marketing's contribution to revenue. - Leadership uses analytics to drive budget allocation and prioritization. - Campaigns are optimized based on data, not intuition. - Search (SEO + SEM) performance is evaluated holistically. - ABM impact is measurable at the account and pipeline level. - Marketing planning is grounded in predictive modeling. ## Requirements - 10+ years in marketing analytics, revenue analytics, or growth analytics in B2B environments. - Experience supporting demand generation, ABM, and paid media. - Deep expertise in attribution modeling and funnel analysis. - Experience managing analytics or BI teams. - Strong experience with CRM and marketing automation platforms. - Familiarity with SEO/SEM performance frameworks and multi-channel measurement. ### Technical Capabilities - Advanced SQL and data analysis skills. - Experience with BI tools (e.g., Tableau, Looker, Power BI, etc.). - Strong understanding of attribution models (multi-touch, W-shaped, data-driven, etc.). - Experience building forecasting and predictive models. - Strong understanding of CAC, LTV, payback period, and pipeline velocity metrics. ### Leadership Competencies - Revenue-first mindset. - Ability to translate complex analysis into executive-ready insights. - Strong cross-functional partnership skills. - Strategic thinker with operational rigor. - Comfortable operating at both hands-on and executive levels.