Director of Marketing Analytics & Performance

Position Summary

The Director of Marketing Analytics & Performance is the senior-most analytics leader within the Marketing function, responsible for measuring, interpreting, and optimizing marketing performance. This role owns marketing measurement frameworks and decision support, ensuring that marketing investments drive efficient growth in the Individual Medicare Advantage market.

Primary Responsibilities

• Build & Lead Marketing Measurement Capabilities
  • Build the marketing measurement ecosystem from the ground up, defining tools, data requirements, and processes beyond platform-reported metrics.
  • Lead the selection and implementation of a Marketing Mix Modeling (MMM) solution and use it to allocate budget and understand channel contributions.
  • Establish a structured testing program (geo-based tests, holdout groups, campaign experiments) to measure true marketing impact.
  • Assess and implement Multi-Touch Attribution (MTA) to better understand digital conversion paths while respecting data limitations.
  • Synthesize insights from modeling, testing, and attribution to create a consistent view of performance and define decision-making processes.
• Marketing Performance Measurement & Insights
  • Own performance frameworks, ensuring consistent and accurate evaluation across all channels and campaigns.
  • Integrate insights across multiple data sources to establish a cohesive marketing view of performance.
  • Deliver actionable recommendations on budget allocation, channel mix, and campaign optimization.
  • Validate agency performance against internal standards and ensure incremental outcome alignment.
• Marketing Forecasting & Growth Planning
  • Develop channel and funnel forecasts aligned to campaign strategy.
  • Model scenarios to evaluate the impact of marketing investment decisions.
  • Collaborate with Finance to integrate marketing insights into broader growth and net membership forecasts.
  • Translate marketing plans into demand forecasts supporting Sales and Broker staffing strategies.
• Marketing Data Enablement & Governance
  • Define measurement requirements and ensure necessary inputs are captured, structured, and accessible.
  • Own marketing taxonomy, defining campaign structures, channel hierarchies, and definitions.
  • Oversee tagging, tracking, and data capture across Salesforce Marketing Cloud and agency platforms.
  • Identify data gaps and lead resolution through cross‑functional partnership.
• Customer Journey & Funnel Analytics
  • Measure performance across the marketing funnel from awareness through retention.
  • Partner with Growth, Clinical, and Care Management teams to link marketing activity to downstream outcomes.
  • Analyze friction points and early retention signals to assess drop‑off and disenrollment risk.
• Agency Performance Management & Executive Reporting
  • Act as internal authority on measurement, validating methodologies and ensuring agency alignment with incremental outcomes.
  • Establish governance standards for success definition and reporting across partners.
  • Build and own marketing performance narratives and dashboards for senior leadership.
  • Provide data‑driven insights to influence budget allocation and growth strategy.

Qualifications

• 12+ years in marketing analytics or performance marketing, with experience building or 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.

Working Conditions

While performing the duties of this job, the employee works in normal office working conditions.

Pay Transparency

Factors that may be used to determine your actual pay rate include your specific skills, experience, qualifications, location, and comparison to other employees already in this role. In addition to the base salary, certain roles may qualify for a performance‑based incentive and/or equity, with eligibility depending on the position. These rewards are based on a combination of company performance and individual achievements.

Benefits

• Medical, Vision and Dental Plans
• Tax‑Advantage Savings Accounts (FSA & HSA)
• Life Insurance and Disability Insurance
• Paid Time Off (PTO, Sick Time, Paid Leave, Volunteer & Wellness Days)
• Employee Assistance Program
• 401k with company match
• Employee Resource Groups
• Employee Discount Program
• Learning and Development Opportunities
• And much more...

Location and Time Type

Location: Remote, USA
Time Type: Full time

EEO Statement

Lumeris is an EEO/AA employer M/F/V/D.