Head of Marketing & Media Analytics

Love's Travel Stops & Country Stores•Oklahoma City, OK

About The Position

The Head of Marketing & Media Analytics is responsible for overall marketing analytics and measurement strategy across the enterprise. This leader will build and scale the team (hiring, developing talent, establishing practices) while delivering immediate value through improved measurement, attribution, and insights. This role functions as the analytical engine behind how Love’s evaluates customer engagement, marketing effectiveness across channels, and advice both the impact and return from the retail media network with our participating partners. The role bridges traditional brand marketing, performance marketing, digital analytics, and retail media measurement. In this highly visible role, you will work closely with Marketing leadership to provide strategic direction over Love’s Marketing & Media analytics including the experimentation roadmap, Marketing Mix Modeling, and the evolution of customer-centric measurement including clean rooms, identity solutions, and emerging AI capabilities. This role translates complex performance data into clear strategic direction for senior leadership, guiding channel investment, media optimization, and the evolution of Love’s Media Group capabilities.

Requirements

Bachelor’s degree in Data Science, Business, Economics, Statistics, Engineering, or related field (Master’s preferred)
Extensive experience leading marketing or business analytics in complex, data-rich environments, with demonstrated impact on growth and investment decisions, with 5+ years in a managerial or team lead role
6+ years applying advanced or marketing analytics to business decision-making; MMM experience preferred
5+ years working with performance media data; retail media experience strongly preferred
Experience with retail media networks, clean rooms, CDPs, or loyalty data
Strong experience with attribution, incrementality, experimentation, and large-scale datasets
Proficiency with SQL and BI tools (Tableau, PowerBI, Sigma); familiarity with GA4 and major ad platforms
Proven ability to communicate complex findings clearly to senior, non-technical stakeholders
Ability to work in a fast-paced environment and manage multiple projects and stakeholders at once

Nice To Haves

Proficiency with brand tracking tools and common research methodologies
Familiarity with machine learning applications in retail analytics
Experience in retail, CPG, travel, hospitality, or other high-frequency consumer businesses
Exposure to enterprise retail or merchandising systems (e.g., SAP, Oracle)

Responsibilities

Own, define, and evolve a holistic marketing measurement framework across channels (paid media, CRM, digital, out-of-home and brand channels)
Lead campaign performance analysis including reach, engagement, conversion, efficiency, ROAS, and incremental impact
Lead the evolution of attribution, incrementality and marketing mix modeling (MMM) to ensure insights directly inform investment decisions and align with strategic priorities
Partner with Loyalty team to integrate loyalty program metrics into marketing measurement frameworks, ensuring attribution models capture the full customer journey from casual acquisition through loyalty enrollment and engagement
Lead the development of a multi-year measurement roadmap that identifies gaps in current capabilities, prioritizes new measurement approaches, and informs/guides investment in analytics infrastructure
Develop measurement plan that quantifies media's impact on loyalty program sign-ups, active membership, and guides future investment prioritization
Oversee experimentation and A/B testing to support continuous optimization
Continually refine the marketing analytics strategy to align with evolving business priorities, establishing frameworks for analyzing performance and identifying growth opportunities
Lead the development of executive-ready dashboards and performance narratives that frame results as decisions, scenarios, and trade-offs for senior leadership
Deliver ongoing performance tracking of full-funnel KPIs highlighting performance drivers, risks, and opportunities
Translate analytical results into clear financial implications (forecasting, ROAS improvement, budget effectiveness) and recommendations for senior leadership and cross-functional partners
Provide data-driven recommendations for channel mix, budget allocation, audience targeting, creative performance, and pacing
Support annual marketing planning with benchmarks, forecasting models, and scenario analyses
Collaborate with brand, growth, and CRM teams to test new strategies and evaluate new partners or tools
Partner with Love’s Media Group leadership to optimize and scale retail media monetization, driving advertiser performance, sustainable revenue growth, and a differentiated customer experience
Establish and maintain standards for tagging, tracking, attribution logic, and measurement consistency
Partner with analytics engineers (or IT/data teams) to improve data pipelines, modeling, and automation
Develop and own comprehensive marketing KPIs and measurement roadmap, including defining metrics, establishing naming conventions, and setting measurement standards that evolve with business priorities
Define requirements for cross-source data integration and partner with analytics engineering and IT teams to ensure seamless connectivity between marketing platforms, CRM systems, retail media data, and enterprise systems
Ensure marketing data architecture decisions align with measurement needs
Act as the primary analytics advisor to the CMO and organization’s expert on media analytics and marketing effectiveness
Work cross-functionally with broader Marketing team, Merchandising, CX/Product, IT/Data, Finance, and external agencies
Build and scale a high-performing marketing analytics organization, defining roles, career paths, and operating norms that attract and retain top analytical talent
Lead a team of marketing analysts, seen as a trusted strategic partner, known for proactive insights and create thought leadership, not simply a reporting function
Foster a culture of analytical rigor, experimentation, curiosity, and continuous improvement
Collaborate cross-functionally with Marketing, Merchandising, CX/Product, Finance, IT/Data, and external agencies to drive adoption of insights