About You
The Senior Director, Marketing Analytics & Insights will contribute to Nutrafol’s growth by identifying actionable insights that enhance the customer experience and drive revenue growth across the organization's various sales channels. The ideal candidate will have a passion for understanding consumer behaviors, a consistent track record of successfully tackling complex measurement challenges in digital channels, and a strong foundation in the B2C/DTC e-commerce space.
The ideal candidate is data-driven, results-oriented, and comfortable operating across all levels of the business, from strategic to tactical. Reporting to the VP of Data & Insights, this role will be filled by a high performer with experience developing tools to predict revenue and spend recommendations, identifying and quantifying high-value actions, and identifying and understanding the behavior of audience segments/cohorts.
The team's perfect fit is someone who is energized by working with fast-paced, entrepreneurial teams with a high degree of ownership. This role requires comfort working with complex challenges, appreciation of white space, and the ability to work with stakeholders across marketing, technology, and business roles.
Responsibilities:
- Oversee the development of key analyses using data, insights, measurement, and data science to influence and support the organization's marketing strategy and align with overall business goals
- Lead the design and application of innovative solutions in areas such as attribution, media mix modeling, media spend planning, incrementality, experimentation, and lifetime value
- Own and develop a robust revenue forecasting model that supports leadership in understanding how we are performing within a current month and where we are estimated to land for the year, based on historical trends and forward-looking assumptions
- Continually evolve analytics processes and tools in innovative ways; incorporating new sources of data and scientifically validated assumptions to improve understanding of Nutrafol’s digital business and customers
- Leverage analyses and insights to support improvements in customer experience and e-commerce revenue growth
- Identify and understand the behavior of buyer segments/cohorts
- Work in collaboration with team leads of Growth Marketing, Product Marketing, Brand Marketing, Retention Marketing, and Digital Product in order to realize the company’s strategic vision
- Manage a team who is responsible for mining Nutrafol.com traffic, engagement, and sales data to drive actionable insights on a product, category and general business level
- Partner with the Business Intelligence team to deliver meaningful customer insights through development of automated and ad-hoc reports
- Partner with Data Engineering to bring various models / tools / data science practices to life in an automated fashion via the data warehouse
Requirements:
- Bachelor's degree in marketing, statistics, mathematics, economics or other quantitative discipline
- 10-12 years of hands-on experience in digital marketing analytics within the eCommerce space; subscription based experience is a plus
- 5+ years of experience managing team members
- Deep understanding of statistical methods and experiment design to measure cross-channel marketing performance
- Experience with predictive analytics and digital experience personalization
- Advanced capabilities in extracting and manipulating large data sets using SQL or similar tools
- Strong analytical skills and ability to synthesize data and simplify findings to solve business issues or identify opportunities
- Experience in building reports and visualizations using Tableau
- Expert knowledge of digital analytics, including systems like Google Analytics and Mixpanel
- Detail oriented with a high degree of accuracy
- Demonstrated sense of urgency and accountability to deliver strong results
- Extremely proficient in Excel
- Strong working knowledge of the full Microsoft Office suite (MS Word, PowerPoint, etc.) and Google Suite
Preferred:
- Experience with DTC and/or subscription-based businesses
