Customer Analytics & Marketing Measurement Director (Primarily Office)

American Family Insurance Group • Madison, WI

228d • $147,000 - $250,000

About The Position

This critical position directs our marketing measurement and customer analytics strategy, developing frameworks to optimize marketing effectiveness and enhance customer experience across the lifecycle. Lead data-driven decision-making to improve marketing ROI, and drive customer acquisition, engagement, growth and retention across the enterprise.

Requirements

• Bachelor's degree in Analytics, Statistics, Marketing, or related field; Master's degree preferred.
• 8+ years of experience in marketing analytics, with at least 3 years in a leadership role.
• Subject-matter-expertise on core marketing measurement strategies and techniques, including MMM, attribution, and web analytics.
• Proficiency with analytical techniques, including application of data science/machine learning/predictive modeling to understand and guide marketing activity.
• Demonstrated experience leading marketing analytics team on either client or agency side.
• Expertise in customer lifecycle and journey analytics, including segmentation, CLV modeling, and retention analysis.
• Experience with CRM systems and customer data platforms such as GCP, and/or Salesforce.
• Experience with marketing strategy, including: brand strategy, media tactics (digital, paid, social, direct, broad), mobile and emerging marketing and media/marketing technology.
• Ability to effectively communicate complex data to diverse audiences and translate analytical findings into relevant business recommendations.

Responsibilities

• Lead marketing mix modeling across brands and distribution channels, including management of external partners.
• Direct recurring measurement framework and analysis across and within important marketing channels - including upper funnel and lower funnel, online and off-line.
• Work with Media and Agency teams to assess campaigns and tactics and provide relevant recommendations to optimize performance.
• Partner with cross-functional teams including Finance, Field Marketing, Agency/Sales, and Product to understand marketing's impact on the broader business and interpret marketing investment into ROI.
• Lead test and learn process and roadmap to provide continuous insights.
• Implement customer segmentation strategies, applying behavioral, demographic, and psychographic data to inform targeted marketing and retention efforts.
• Direct customer lifetime value (CLV) modeling and analysis to identify high-value customer segments and optimize acquisition/retention strategies.
• Integrate customer behavioral insights with marketing measurement to create a holistic view of customer engagement and campaign effectiveness.
• Direct the development of customer dashboards and KPIs to monitor customer health metrics across the enterprise.
• Lead with influence and expertise. Actively contributes to functional leadership team. Communicates and supports organization mission, vision, values, policies, and practices.

Benefits

• Comprehensive medical, dental, vision and wellbeing benefits.
• Competitive 401(k) contribution.
• Pension plan.
• Annual incentive.
• 9 paid holidays.
• Paid time off program (23 days accrued annually for full-time employees).
• Student loan repayment program.
• Paid-family leave.

What This Job Offers

• Job Type: Full-time
• Career Level: Senior
• Industry: Insurance Carriers and Related Activities
• Education Level: Master's degree