Director of Marketing Analytics & Performance

Lumeris

1d•Remote

About The Position

The Director of Marketing Analytics & Performance is the senior-most analytics leader within the Marketing function, responsible for how marketing performance is measured, interpreted, and optimized. This role owns marketing-specific measurement frameworks, performance insights, and decision support, ensuring that marketing investments drive incremental, efficient growth in the Individual Medicare Advantage market. This leader will build and operationalize the organization’s modern marketing measurement capabilities from the ground up, establishing a robust foundation for attribution, forecasting, and performance optimization. They will act as the analytical counterbalance to agency partners, establishing internal performance truth and ensuring that every dollar spent is driving measurable growth.

Requirements

12+ years in marketing analytics or performance marketing, including experience building or significantly evolving measurement capabilities.
Proficiency in SQL and BI tools (Tableau, Power BI); strong understanding of attribution and experimentation methodologies.
Experience with Salesforce Marketing Cloud and multi-channel campaign tracking.
Degree in Statistics, Economics, Data Science, or related field (Master’s preferred).
Ability to translate complex analytical concepts into clear recommendations for executive stakeholders.

Responsibilities

Build the marketing measurement ecosystem from the ground up, defining the tools, data requirements, and processes needed to move beyond platform-reported metrics.
Lead the selection and implementation of an MMM solution and use it as the primary framework for budget allocation, helping the business understand how each channel (TV, radio, digital, etc.) contributes to overall results.
Establish a structured testing program (e.g., geo-based tests, holdout groups, campaign experiments) to measure what marketing is actually driving vs. what would have happened anyway, and use those learnings to improve performance.
Assess and implement attribution capabilities where they add value, using them to better understand digital conversion paths and user behavior, while recognizing and working within real-world data limitations.
Bring together insights from modeling, testing, and attribution to create a clear, consistent view of performance, and define how each method should be used in decision-making.
Own marketing performance frameworks, ensuring consistent and accurate evaluation across all channels and campaigns.
Integrate insights across multiple data sources and methodologies to establish a cohesive and trusted marketing view of performance.
Deliver actionable recommendations on budget allocation, channel mix, and campaign optimization based on validated performance data.
Establish internal standards for measurement and ensure all external reporting aligns with incrementality-driven performance definitions.
Develop marketing-driven forecasts for leads, calls, and enrollments aligned to campaign strategy.
Evaluate the expected impact of marketing investment decisions and campaign strategies.
Collaborate with Finance to ensure marketing insights inform broader growth and net membership forecasts.
Translate marketing plans into demand forecasts to support Sales and Broker staffing strategies.
Translate marketing analytics needs into clear data requirements.
Ensure required inputs (media spend, impressions, conversions, offline data, call tracking) are captured, structured, and accessible for analysis.
Define and enforce campaign structures, channel hierarchies, and marketing-specific definitions aligned with measurement needs.
Ensure proper implementation of tagging, tracking, and data capture across Salesforce Marketing Cloud and agency platforms.
Proactively identify data limitations that constrain measurement capabilities and drive resolution through cross-functional partnership.
Define and measure performance across the marketing funnel from awareness through retention.
Partner with Growth, Clinical and Care Management teams to connect marketing activity to downstream conversion and engagement outcomes.
Identify where marketing strategy, channel mix, or messaging contributes to drop-off in the customer journey.
Analyze how acquisition source and early engagement correlate with disenrollment risk and long-term value.
Act as the internal authority on measurement, validating methodologies and ensuring agencies are optimizing toward incremental outcomes.
Establish clear standards for how success is defined and reported across all marketing partners.
Build and own marketing performance narratives and dashboards for senior leadership.
Influence budget allocation and growth strategy through data-driven insights and recommendations.