Director, Marketing Data Measurement Lead

American Public Education, Inc. (APEI)•,

About The Position

The Measurement Lead (Director) sits within Marketing Intelligence & Data and reports to the Data Leader. The role owns how APEI measures the true impact of marketing, including attribution, marketing mix and incrementality measurement, and test-and-learn standards across Pods. It ensures every test has an agreed measurement plan and readout, providing the CMO and Finance with a trusted view of which channels, campaigns and offers drive incremental starts. Measurement findings inform the forward-looking “steering wheel” and annual spend plan. The Director defines and maintains measurement frameworks, attribution and marketing mix models, incrementality studies, and standards for experiments. The role translates findings into response curves, budget recommendations and investment decisions; reviews test plans and coaches Pod Measurement Leads and Test Leads; and maintains a shared view of tests, results and KPIs. The position also partners with Paid Media, agencies and MarTech to validate results and maintain tracking integrity, and regularly communicates progress and implications to leadership and stakeholders.

Requirements

8+ years in marketing measurement, econometrics or analytics.
Deep expertise in marketing mix modeling (MMM), attribution, incrementality and experimental design.
Fluency in SQL and Python or R.
Experience with Excel and business intelligence tools such as Tableau.
Ability to explain statistical results simply and turn them into investment decisions.
Hypothesis-driven, data-driven thinking.
Unbiased approach and willingness to report results as they are, even if unwelcome.
Fail-fast mentality focused on testing, learning and iterating.
Ability to move leaders to action based on insights.
Proactive ownership and collaborative teamwork.

Responsibilities

Own the marketing measurement framework and define measurement frameworks and KPI definitions from spend to starts, aligned with Finance and the Data Leader.
Build and maintain attribution and marketing mix models to estimate ROI and marginal returns by channel and market.
Design incrementality studies, such as geo holdouts, lift tests and matched markets, to validate models and awareness media.
Translate results into response curves and budget recommendations for the steering wheel and annual spend plan.
Own the measurement playbook, including test design, sample size, statistical-significance thresholds, test duration and call criteria.
Review measurement plans for major tests and coach Pod Measurement Leads and Test Leads on test design.
Run a measurement control tower with a tracker of tests, results and KPIs and a regular review cadence.
Synthesize learnings across tests into a shared knowledge base so successful approaches can be scaled across divisions.
Deliver regular, such as quarterly, measurement readouts with clear implications for investment and the following year's plan.
Partner with Paid Media and agencies to validate platform-reported results and improve conversion signals to platforms.
Ensure tracking integrity with MarTech, including tagging, UTMs and lead-to-start matching in the CRM.
Update the CGMO, Finance and stakeholders on progress against goals.
Perform other duties as assigned.