Director, Marketing Analytics

PlayOn•Alpharetta, GA

8d•Hybrid

About The Position

PlayOn is looking for a data-driven storyteller and strategic thinker to join our Marketing team as the Director, Marketing Analytics. This role will translate complex, multi-brand marketing data into actionable insights that drive growth, optimize spend, and strengthen our connection with high school sports fans. You'll oversee how we collect, model, visualize, and activate marketing data across brands and channels, guiding the team beyond spreadsheets into a modern analytics and BI environment. In partnership with MarTech, Product, and Engineering, this role will also help shape how experimentation, attribution, and emerging data science and AI capabilities are applied to marketing decision-making.

Requirements

7+ years of experience in marketing analytics, business intelligence, or related data strategy roles, with a focus on digital marketing performance.
Expertise in BI tools (e.g., Sigma, Looker, Tableau, Power BI) and advanced Excel/Google Sheets; Strong SQL skills required.
Experience designing and evaluating multi-channel attribution models, incrementality tests, and marketing mix analyses to inform investment decisions.
Strong background in experiment design, statistical analysis, and data storytelling, with ability to assess lift, causality, and impact.
Proven ability to translate complex multi-source datasets into clear actionable insights for senior and executive stakeholders.
Experience operating across multiple brands, data systems, and cross-functional teams in fast-paced, evolving environments.
Excellent communication skills with a demonstrated ability to influence and align stakeholders without direct authority.
Familiarity with lifecycle, CRM, and paid media platforms (e.g., email, subscription funnels, paid social/search) and the data they generate.
Experience defining and prioritizing analytics roadmaps or measurement strategies aligned to business goals.

Responsibilities

Unify & Analyze Data Across Brands: Integrate and interpret complex data sources from NFHS Network, MaxPreps, and GoFan to build a holistic view of our marketing performance.
User-Level Analysis for Growth: Conduct deep, user-level analysis to identify behavioral trends, uncover retention and engagement drivers, and inform strategies that increase ARPU.
Executive-Level Data Visualization & BI Adoption: Leverage the companyâs new business intelligence tools to create clear, actionable dashboards and guide the Marketing teamâs transition away from manual reporting.
Incrementality & Channel Effectiveness: Design and execute controlled experiments, analyze lift, and measure the incremental impact of marketing channels and campaigns to identify optimization opportunities.
Marketing Analytics Roadmap & Strategy: Own and maintain the Marketing Analytics roadmap, defining the long-term vision, priorities, and sequencing of analytics capabilities to support business goals, scale measurement maturity, and maximize impact across the organization.
Attribution & Media Investment: Refine attribution models to assess cross-channel contribution, understand the customer journey, and inform high-ROI media allocation decisions.
Opportunity Identification: Surface marketing opportunities across our brand portfolio through proactive analysis and insights.
Data Evangelism: Champion the use of data across the Marketing team, embedding measurement and insight into strategic planning, creative development, and program-level decision-making.