Director, Marketing Analytics & Strategy
About The Position
The Director, Marketing Analytics & Strategy leads UNICEF USA’s approach to full-funnel marketing measurement, insights, and marketing data governance. This role is responsible for ensuring that marketing campaigns and initiatives—across paid, owned, and earned channels—are measured using clear, consistent definitions, reliable data, and a shared interpretive framework that supports decision-making. The Director serves as the strategic owner of marketing measurement and web analytics, connecting marketing strategy, execution, and performance insights. This includes governing marketing-facing KPI definitions, metadata and UTM taxonomy, and measurement workflows, while partnering closely with Enterprise Technology on feasibility, implementation, and data quality resolution. Operating within the Marketing & Communications Center of Excellence (MarComms COE) model and a lean resourcing environment, this role balances strategic leadership with hands-on judgment-driven work. The Director manages an Assistant Director and a Junior Marketing Data Analyst and acts as a consultative partner to Integrated Marketing, Brand, Direct Response/Digital Fundraising, Philanthropy, and external agency teams.
Requirements
- Bachelor’s degree required; advanced degree preferred.
- 10+ years of experience in marketing analytics, measurement, or data-driven marketing strategy.
- Demonstrated experience designing and interpreting full-funnel measurement approaches.
- Strong understanding of web analytics, marketing data ecosystems, and measurement governance (e.g., GA4, tagging frameworks, BI tools), with the ability to partner credibly with technical teams.
- Proven ability to translate complex data into clear, actionable insights for both technical and non-technical audiences.
- Experience leading or mentoring analytics professionals in a collaborative, cross-functional environment.
- Strong consultative, communication, and stakeholder-management skills, with the ability to productively challenge assumptions and guide ambiguous conversations
- Must possess current and valid US Work Authorization and be eligible to work for any US employer without sponsorship.
Responsibilities
- Own and evolve the marketing measurement strategy across campaigns and initiatives, including full-funnel KPI definition, funnel alignment, and interpretive standards.
- Advance full-funnel analytics by connecting awareness, engagement, consideration, and conversion signals into coherent, decision-relevant insights.
- Synthesize quantitative and qualitative data into clear, executive-ready narratives that explain what happened, why it happened, and what actions should be taken.
- Serve as a strategic analytics advisor to senior Marketing and Communications stakeholders, guiding performance interpretation and measurement decisions.
- Establish consistent measurement planning and reporting approaches to reduce ad-hoc reporting and retrofitted KPIs.
- Lead governance of marketing-specific measurement standards, including UTM taxonomy, tagging conventions, and documentation, in partnership with the Technology Division.
- Conduct regular UTM data-quality audits and drive remediation of upstream tagging or data capture issues in coordination with technical partners.
- Lead implementation oversight and ongoing administration of the tool or platform used to create and manage UTMs.
- Define marketing-facing web analytics needs and success metrics (e.g., key GA4 KPIs and measurement questions), and oversee implementation and quality assurance in partnership with the appropriate technical owner.
- Serve as the primary MarComms point of contact to Enterprise Tech for cross-domain analytics requests, translating marketing-originated business questions that involve web and fundraising data into clear requirements, dependencies, and escalation paths.
- Manage and mentor the Assistant Director and Junior Marketing Data Analyst, providing prioritization, role clarity, and professional development.
- Partner with MarComms teams, Philanthropy, Enterprise Technology, and external agency partners across the organization to ensure measurement approaches scale consistently across initiatives and divisions.
- Collaborate with Enterprise Technology on enterprise analytics products (e.g., dashboards) to ensure alignment with marketing-facing definitions, while recognizing that enterprise canonical definitions remain owned by Enterprise Technology.
- Contribute to the continued maturation of the Marketing Analytics function by improving workflows, documentation, and cross-team alignment.
- All other duties and responsibilities, as assigned.
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What This Job Offers
Job Type
Full-time
Career Level
Director
