Director, Marketing Analytics

About this position:

Later is seeking a strategic-minded professional to take on the role of Director of Marketing Analytics, responsible for creating our marketing analytics function. This individual will play a visionary role in shaping our strategy but also hands-on in implementing and refining our data. You will bridge the worlds of web development and marketing analytics, contributing to the creation of sophisticated web-based tools and platforms to enable the collection, analysis, and visualization of marketing data. 

If you’re a player and a coach, passionate about data and analytics, and want to make an impact, we want to hear from you.

What you'll be doing:

Leadership

• Develop and implement a comprehensive marketing analytics strategy aligned with business objectives
• Provide leadership in leadership leveraging data to optimize marketing campaigns and drive customer acquisition and retention.
• Work closely with cross-functional teams, including marketing, engineering and data science, to understand data requirements and deliver solutions that meet business needs.
• Champion data literacy, data analytics, and data-driven marketing

Data Collection and Integration

• Design and implement data integration processes to collect, transform and load marketing data from various sources such as CRM systems, web analytics tools, social media platforms, and third-party data provider
• Oversee the integration of data sources to create a unified and comprehensive view of marketing performance.

Data Infrastructure & Configuration

• Configuration and maintenance of Google Analytics 4 properties
• Collaborate with cross-functional teams to understand data collection requirements and implement appropriate tracking solutions using website tags, pixels, and other data collection methods.
• Develop and maintain a comprehensive tag management strategy, ensuring accurate data collection and adherence to best practices
• Monitor and troubleshoot data collection processes to identify and address any issues, ensuring the integrity and accuracy of collected data
• Develop and manage data pipelines for marketing-related data, ensuring data integrity, performance, and security. Clean, preprocess, and transform raw data into a usable format. Apply data enrichment techniques to enhance the quality and depth of marketing data

Data Governance

• Establish and enforce data governance practices, including data quality standards, data lineage, and documentation. Ensure compliance with data privacy regulations, such as GDPR or CCPA.
• Ensure data is properly protected and encrypted at every step in the data pipeline, from ingestion to dashboards 

Problem Solving & Collaboration

• Troubleshoot data-related issues, identify root causes, and implement solutions to prevent recurrence
• Exceptional problem solving, critical thinking, and project management skills with the capacity and anticipation to adjust based on shifting deadlines and moving priorities
• Comfortable with ambiguity, and flexible to work in a fast-paced, fluid environment where formal requirements or guidelines may not always be readily available
• Lead the analysis marketing performance of all channels and campaigns to assess ROI across the marketing funnel
• Deliver detailed insights to increase channel and campaign effectiveness driving key investment decisions
• Collaborate with different marketing squads to track performance, generate insights, and to help create an optimization roadmap to increase ROI
• Support the marketing team's reporting needs with ad-hoc reporting assistance and training

Optimization

• Find efficiencies in current processes and be an advocate for implementing and upholding best practices
• Optimize Later's marketing data sources and pipeline

Innovation

• Lead the analysis marketing performance of all channels and campaigns to assess ROI across the marketing funnel
• Deliver detailed insights to increase channel and campaign effectiveness driving key investment decisions
• Stay updated with the latest trends in data management, marketing analytics, and technology to identify opportunities for innovation and improvement.

We are committed to building an inclusive, supportive place for you to do the best and most rewarding work of your career. If you identify with any of the following, we encourage you to apply!

• 8+ years of experience working in web analytics including tag management and Google Analytics configuration
• SaaS Experience
• Working knowledge of Ruby 
• Experience designing and implementing marketing data pipelines
• Experience with segment.io, Mode, Stitch, and Google Big Query
• Strong SQL and scripting skills
• Passionate about data and the technology industry -- you care deeply about data integrity
• Familiar with common AWS tools including Glue, Kinesis, and Firehose 
• Previous experience using DBT
• Has a keen interest/experience working with marketing team and understand marketing concept

Our approach to compensation:

We take a market-based & data-driven approach to compensation. We leverage data from trusted third-party compensation sources to help us understand the market value of a role based on function, level, geographic location, and scope. We evaluate compensation bi-annually, including performance and market-related factors.

Our salaries are benchmarked against market Total Cash Compensation for the geographic location of our job posting. Compensation for some roles is structured as On Target Earnings (OTE = base salary + commission/variable) while for others it is structured as Salary only.

To comply with local legislation and ensure transparency, we share salary ranges on all job postings. Skills, experience and other factors help determine the final salary we offer which may vary from the original range posted. 

Additionally, all permanent team members are granted stock options and are eligible to participate in various benefits plans as part of their overall compensation package.

Salary Range: 

$180,000 - 191,500 USD base salary plus bonus potential