Manager, Marketing Planning & Analytics

TAG - The Aspen Group•Chicago, IL

23h•Remote

About The Position

The Aspen Group (TAG) is a leading retail healthcare business support organization in the U.S., supporting numerous healthcare professionals and offices across various categories including dental care, urgent care, medical aesthetics, and animal health. TAG partners with independent practice owners to provide centralized business support services. This specific role is within the Lovet Pet Health Care team, which aims to provide better care to more pets by building a modern veterinary care experience. The Manager, Marketing Planning and Analytics will support performance-driven growth for Lovet, acting as an analytical partner to the marketing team. This role will focus on understanding demand drivers, the interplay between marketing and operational inputs, and optimizing investment for growth and efficiency, evolving marketing from channel-level to system-level decision-making.

Requirements

5–8+ years in marketing analytics, growth analytics, or business analytics.
Experience owning or contributing to recurring performance reporting (e.g., weekly or monthly).
Ability to analyze multi-channel marketing performance, identify trends, diagnose drivers, connect results to business outcomes, and recommend actions.
Strong paid media fluency required.
Experience with marketing performance metrics (cost per appointment, conversion rates, funnel metrics).
Familiarity with incrementality, attribution, regression analysis, and media mix concepts.
Ability to independently structure/resolve problems by incorporating/balancing relevant factors and grasping mathematical concepts related to budgeting and forecasting.
Experience with Excel, SQL (Big Query preferred), Tableau required.
Hands-on experience extracting, integrating, and analyzing data across multiple sources (e.g., Google Analytics, paid media platforms, CRM/PIMS systems), including combining disparate datasets and building scalable dashboards.
Highly collaborative – thrives in cross-functional environments.
Excellent communicator – simplifies complex ideas clearly.
Analytical and curious – asks the right questions, not just reports data.
Action-oriented – focused on driving decisions.
Comfortable with ambiguity – able to synthesize inputs from multiple sources with varying levels of completeness and precision.
Excited to join a close, high-performing, and enthusiastic team.
Motivated by building and scaling a brand nationally.
Passionate about improving access to care—especially in pet health.
Energized by the opportunity to help Lovet grow and reach more pets.

Nice To Haves

Experience beyond paid media strongly preferred.
Experience in multi-location, service-based, or healthcare-adjacent businesses is a plus.
Agency experienced preferred.
Experience with analytics tools such as Python and R a plus.

Responsibilities

Analyze performance across paid media, CRM/lifecycle, site merchandising (CRO), organic/SEO, and other demand-driving efforts.
Identify drivers of traffic, leads, appointments, conversion, and revenue across markets and other dimensions.
Evaluate incrementality, distinguishing baseline demand from marketing-driven impact.
Develop insights on channel interaction and media mix, including how paid and non-paid efforts work together.
Synthesize multiple data sources into a cohesive performance view.
Partner with channel owners to assess new opportunities, analyze results from prior efforts and experiments, and recommend actions.
Partner with Marketing to evaluate optimal spend by market, location tier, and channel.
Build frameworks to understand minimum effective spend, diminishing returns, and optimal allocation across channels and tactics.
Support forecasting across traffic, leads, appointments, visits, revenue, and both new client (NC) and existing client (EC) dynamics.
Incorporate operational context (e.g., capacity, days open, DVM availability, scheduling) into performance analysis.
Lead development of integrated performance reporting for weekly, monthly, and leadership forums.
Build clear performance narratives by synthesizing inputs from channel, site, CRM, and business owners.
Translate data into actionable recommendations that inform marketing, product, and operational decisions.
Work closely with Paid Media, CRM/Lifecycle Marketing, Site Merchandising, Organic/SEO/AI SEO, Brand/Social/PR, Product, Finance & Operations.
Ensure analytics are embedded in day-to-day decision-making.