Head of Marketing Data and Measurement

ID.me is the next-generation digital identity wallet that simplifies how individuals securely prove their identity online. It serves over 152 million users across federal agencies, state governments, healthcare organizations, and consumer brands. About The Role The Head of Marketing Data & Measurement will build and lead the data infrastructure, analytics practice, and measurement framework that powers every marketing decision at ID.me. This founding leadership role will own systems, models, and reporting that connect marketing investment to business outcomes across consumer, enterprise, and government verticals. Marketing Measurement & Attribution Design and own ID.me’s end‑to‑end marketing measurement framework, covering multi‑touch attribution, media mix modeling, incrementality testing, and last‑touch and data‑driven attribution models across paid, owned, and earned channels. Diagnose and rebuild the broken Salesforce campaign‑to‑opportunity attribution workflow, partnering with RevOps to establish clean data hygiene, correct field mapping, and reliable pipeline reporting. Build and maintain a unified marketing performance dashboard that gives CMO and leadership real‑time visibility into spend efficiency, channel contribution, and full‑funnel conversion across consumer and enterprise motions. Define and operationalize marketing KPIs across all functions with consistent definitions, measurement cadences, and executive reporting templates. Lead quarterly and annual marketing performance reviews with data‑backed analysis of what drove results, what didn’t, and how to reallocate investment accordingly. Data Infrastructure & MarTech Integration Own the marketing data stack – including Braze, Salesforce, LinkedIn Campaign Manager, Google Analytics, and future CDP, BI, or data‑warehouse tooling – ensuring clean data flows, consistent taxonomy, and reliable event tracking. Partner with Data Engineering to build and maintain marketing data pipelines, ensuring campaign events, user behavior signals, and conversion data are captured accurately in the data warehouse (Snowflake, BigQuery). Lead the evaluation, selection, and implementation of a Customer Data Platform to unify ID.me’s 156 million user profiles across marketing, product, and sales touchpoints. Define and enforce marketing data governance standards – taxonomy, naming conventions, UTM structure, consent management, and data retention policies – ensuring compliance with privacy regulations. Personalization & Audience Intelligence Build the data foundation for identity‑driven personalization using verified community data (military, veterans, first responders, nurses, teachers, students) to enable segment‑specific experiences across web, email, and paid channels. Develop audience segmentation models that combine behavioral, transactional, and verification data to power lifecycle marketing, retargeting, and lookalike acquisition campaigns. Partner with Lifecycle and Growth teams to instrument and measure personalization experiments, establishing a rigorous A/B and multivariate testing practice. Evaluate and recommend personalization infrastructure, including CMS integrations, experimentation platforms, and CDP connectors that unlock segment‑level content delivery at scale. Revenue & Business Impact Reporting Build and own the marketing contribution model that quantifies the revenue impact of brand, lifecycle, demand gen, events, and partner marketing. Partner with Finance on marketing budget planning, scenario modeling, and ROI forecasting. Develop event ROI reporting infrastructure from the ground up, connecting lead capture data, Salesforce opportunity data, and actual spend to produce defensible return calculations for every field event. Create and maintain affiliate commission and verification revenue dashboards that give lifecycle team clear visibility into email channel performance, offer contribution, and community‑level monetization. Cross‑Functional Partnership Serve as the primary marketing partner to Data Engineering, RevOps, Finance, and Product Analytics, building trusted relationships and shared data standards. Act as the internal center of excellence for marketing analytics methodology, tool evaluation, and data literacy, running enablement sessions. Manage relationships with analytics vendors, measurement partners, and agency partners, including RFP processes, contract oversight, and ongoing performance management. Required Qualifications 10+ years of experience in marketing analytics, marketing data engineering, or a closely related field. Deep hands‑on expertise in marketing attribution, having built or significantly rebuilt multi‑touch attribution models and/or media mix models. Strong command of the modern marketing data stack: at least one major CRM (Salesforce preferred), email/lifecycle platform (Braze or similar), paid media platforms, and a cloud data warehouse (Snowflake, BigQuery, or Redshift). Proficiency in SQL; working knowledge of Python or R for analysis and modeling is strongly preferred. Hands‑on experience with BI and dashboard tooling (Looker, Tableau, or similar). Experience owning or heavily influencing a CDP implementation or marketing data unification project. Ability to translate complex data findings into clear executive narratives and actionable recommendations. Track record of cross‑functional partnerships with Engineering, Finance, and RevOps. Bachelor’s degree in Statistics, Mathematics, Computer Science, Economics, Marketing, or a related quantitative field; advanced degree preferred. Preferred Qualifications Experience at a company with both high‑volume B2C and B2B/enterprise GTM motions, and ability to build measurement systems for both. Experience with ABM data infrastructure, including visitor de‑anonymization, intent data, and account mapping tools such as 6sense, Clearbit, or Demandbase. Prior experience rebuilding a broken or immature marketing data function at a high‑growth company. Familiarity with identity resolution, verified audience segments, or trust‑sensitive data environments. Compensation and Benefits The annual base salary does not include a company bonus, equity, and benefits which will be determined based on experience, skills, education, geographic location, and role. Benefits include comprehensive medical, dental, vision, health savings account, flexible spending accounts, life and AD&D insurance, 401(k) with company match, parental leave, unlimited paid time off (subject to PTO policy), short‑ and long‑term disability insurance, accident and critical illness insurance, referral bonus policy, employee assistance program, pet insurance, travel assistant program, wellbeing and childcare discounts, benefit advocates, and learning and development programs. U.S. pay range: $169,097—$207,000 USD. Mountain View, CA: $200,585—$236,000 USD. Locations ID.me is a full‑time, in‑office culture. All roles are on‑site five days per week at one of our offices in McLean, VA; Mountain View, CA; New York City, NY; or Tampa, FL. EEO Statement ID.me maintains a work environment free from discrimination. IDme does not discriminate against any employee or applicant on the basis of age, ancestry, color, family or medical care leave, gender identity or expression, genetic information, marital status, medical condition, national origin, physical or mental disability, political affiliation, protected veteran status, race, religion, sex (including pregnancy), sexual orientation, or any other characteristic protected by applicable laws, regulations and ordinances. IDme adheres to these principles in all aspects of employment, including recruitment, hiring, training, compensation, promotion, benefits, social and recreational programs, and discipline. IDme's policy is to provide reasonable accommodation to qualified employees who have protected disabilities to the extent required by applicable laws, regulations and ordinances where a particular employee works. Upon request we will provide you with more information about such accommodations. IDme participates in E‑Verify. #J-18808-Ljbffr ID.me