Director, Digital Analytics & Customer Identity

Avis Budget Group • Parsippany, NJ

18h

About The Position

The Director, Digital Analytics & Customer Identity leads the strategy, governance, and operations of Avis Budget Group’s web, marketing, and customer data ecosystem, spanning analytics, tag management, and customer data platform capabilities. The role owns the end-to-end measurement and identity stack, from data collection and governance through activation and insight generation, ensuring marketing, product, and digital teams have accurate, trusted data to support decisions and personalization at scale.

This leader translates business challenges into scalable technology capabilities by defining strategy, shaping roadmaps, evaluating platforms, and partnering with Engineering, Data, Marketing, Ecommerce, and Privacy teams to deliver enterprise MarTech and customer data solutions. The role requires technical expertise in Adobe Analytics, Tealium or comparable platforms, customer identity management, and first-party data governance, along with the ability to connect those capabilities to personalization, activation, and AI/ML-enabled marketing.

Requirements

• 8+ years of experience in web/digital/marketing analytics or MarTech, with 3+ years in a leadership role.
• Proven experience leading enterprise MarTech and customer data initiatives connecting identity, analytics, personalization, and marketing activation.
• Deep, hands-on expertise in Adobe Analytics; Analysis Workspace is required.
• Strong hands-on experience with Tealium or comparable tag management/CDP platforms and data layer design.
• Experience in a high-traffic consumer digital property, such as e-commerce, travel, hospitality, or similar.
• Experience with customer identity resolution and first-party data governance strategies.
• Track record of marketing technology modernization across web, mobile, analytics, and media ecosystems.
• Experience building data products or pipelines that support AI/ML-enabled marketing automation.
• Strong SQL skills and familiarity with BI/visualization tools.
• Experience supporting attribution modeling, multi-touch measurement, and A/B testing programs.
• Excellent communication skills, including the ability to explain technical data concepts to non-technical executive audiences and shape strategy with cross-functional partners.

Nice To Haves

• Experience with Adobe Customer Journey Analytics or Adobe Experience Platform (AEP).
• Experience with Google Tag Manager, Ensighten, Segment, or similar platforms.
• Familiarity with Tableau, Looker, or Power BI.

Responsibilities

• Own the strategic roadmap for web analytics, tag management, and customer data platform capabilities across the organization.
• Define enterprise strategy for customer identity resolution and unified customer profiles supporting cross-channel personalization and activation.
• Lead marketing technology modernization across web, mobile, analytics, and media ecosystems, including platform evaluation, build-vs-buy decisions, and multi-year roadmaps.
• Translate business challenges into scalable technology capabilities and partner cross-functionally to deliver enterprise solutions.
• Own first-party data capture and governance strategy, including data collection standards, quality controls, and lifecycle management.
• Define and enforce data governance practices, including naming conventions, tagging standards, consent management, and documentation.
• Partner with Legal and Privacy teams to ensure analytics and CDP implementations comply with privacy regulations and consent requirements.
• Establish the approach to customer identity resolution and data stitching across web, app, and offline touchpoints.
• Serve as the subject matter expert for Adobe Analytics and own report suite architecture, variable mapping, processing rules, and segmentation strategy.
• Manage Adobe platform administration, user access, and the vendor relationship.
• Own Tealium or equivalent TMS/CDP implementation strategy, including tag governance, data layer design, audience segmentation, and server-side tagging where applicable.
• Partner with Engineering and Digital Product to define and maintain a scalable, documented data layer across web and app properties.
• Oversee CDP configuration and integration, ensuring customer data flows from collection through activation in downstream marketing, personalization, and media platforms.
• Lead tagging and data-accuracy QA processes so new site/app features and campaigns are properly instrumented before launch.
• Partner with Growth Marketing and Digital Product to connect customer identity and analytics data to personalization and activation use cases.
• Build data products that provide foundations for AI/ML-enabled marketing automation, such as propensity models, audience scoring, and next-best-action.
• Ensure data structures and pipelines account for downstream AI/ML and automation use cases as well as reporting.
• Build and oversee dashboards and self-service reporting for marketing, product, and leadership teams.
• Translate complex data into actionable insights and recommendations for senior and executive stakeholders.
• Partner with Growth Marketing on attribution, funnel analysis, and channel performance measurement.
• Support A/B testing and experimentation programs with sound measurement design and statistical rigor.
• Build, lead, and develop a team of analysts supporting web analytics, tagging, and customer data infrastructure.
• Act as the primary liaison between Marketing, Engineering, Ecommerce, and Privacy teams on measurement and customer data needs.
• Manage relationships with analytics, CDP, and tag management vendors and implementation partners/agencies.

Benefits

• Medical, dental, vision, life, and disability insurance.
• Voluntary benefits including group auto and home insurance, pet insurance, legal assistance, identity theft protection, flexible spending account (FSA), accident insurance, critical illness insurance, and additional life insurance coverages.
• 401(k) retirement plan with company-matched contributions.
• Full training to learn the business and enhance professional skills.
• Employee discounts, including discounted prices on the purchase of Avis/Budget cars.
• Employee Assistance Program services including counseling, financial and legal consultation, and referrals for care services.

What This Job Offers

• Job Type: Full-time
• Career Level: Director
• Education Level: No Education Listed