Director, Digital Insights

NPR•Columbia, WA

2d•Hybrid

About The Position

The Director of Digital Insights serves as the strategic compass for our digital ecosystem, establishing the insight engine that drives long-term portfolio growth and audience engagement. Sitting at the intersection of complex behavioral data, primary research, and executive decision-making, this high-visibility leadership role is tasked with elevating how our organization measures value and understands our audience across every digital touchpoint. While shaping the long-term vision for the domain, you will immediately steer two key transformational initiatives: the launch of a new flagship mobile application, and guiding a foundational re-thinking of our digital video strategy. Leading a multi-tiered insights team, you will ensure technical data integrity, redefine monetization metrics, and translate product performance into executive-level strategic directives that continuously evolve our platform ecosystem.

Requirements

8+ years of experience leading digital analytics strategy, with proven expertise in architecting web measurement frameworks, site optimization analytics, and tracking cross-platform user journeys across web, mobile, and video ecosystems.
Demonstrated ability to navigate matrixed organizations, build alignment across disparate departments (Product, Engineering, Editorial/Content, Development), and translate complex data insights into clear, actionable executive directives.
Hands-on leadership in mobile app analytics—specifically defining measurement frameworks and lifecycle KPIs for new app launches—alongside modern digital video measurement across owned platforms and third-party video networks.
Expertise in bridging quantitative behavioral data with quantitative and qualitative primary research methodologies to explain user intent, validate new digital business models, and identify portfolio growth opportunities.
Deep familiarity with modern data pipelines, tag management systems, product analytics tools (e.g., GA4, Amplitude, Mixpanel, Segment), and establishing strict QC/data integrity protocols across fast-paced development cycles.
Direct, strategic experience using SQL to manipulate complex datasets to produce analysis of user journeys and behavioral segments. Ability to evaluate analyst code for efficiency, accuracy, and full utilisation of available data.
Proven track record of building and leading insights teams, with specific experience coaching both individual contributor managers and developing first-time supervisory managers while mentoring junior analysts.
Bachelor's degree in Data Science, Analytics, Market Research, Statistics, or a related field

Nice To Haves

Background working within a public media ecosystem, premium streaming audio/video service, or a subscription-driven digital media publisher.
Direct experience guiding an organization through a migration from legacy web tracking architectures to unified, omni-channel customer data layers.
Master’s degree or equivalent experience in Data Science, Behavioral Economics, Market Research, or Statistics.

Responsibilities

Partner with app leadership, Product and Engineering to architect the measurement framework, behavioral tracking, and lifecycle KPIs for the new centerpiece mobile application.
Build, mentor, and cultivate a high-performing insights team. Provide tailored coaching across varying levels of leadership and skill, fostering technical excellence (advanced SQL techniques, database design principles, and query optimization), strategic thinking, and influence.
Build a modern, cross-platform video insights strategy that tracks engagement, consumption, and loyalty across web, app, and third-party video ecosystems.
Identify critical gaps where behavioral data fails to explain user intent. Design, scope, and write complex methodologies for qualitative and quantitative primary consumer research to validate the new business model.
Guard data integrity across the pipeline. Ensure the analytics team maintains rigorous tagging standards and comprehensive quality control (QC) procedures during rapid product iterations.
Transform complex, multi-dimensional data into compelling, visually intuitive stories. Champion the "so what?” and “now what?" behind the numbers, translating technical behavioral data into clear, persuasive narratives for executive leadership that turn metrics into actionable business strategies.
Serve as the primary strategic bridge and connective tissue between deeply technical analytics, developers, and content creator business units. Proactively navigate and resolve conflicting priorities, differing data interpretations, and cross-functional friction, aligning diverse stakeholders around a unified, data-backed product vision.