Associate Director of Analytics

Description

Associate Director of Marketing Analytics

Role Overview

As the Associate Director of Analytics, you will collaborate with teams across 6 brands to track and manage marketing attribution across all marketing channels, utilizing those insights to translate growth strategies into actions that drive enhanced marketing performance. This individual will also lead the technical orchestration of our lead-to-revenue lifecycle, integrating high-intent signals with automated sales execution. 

By mastering Salesforce reporting, lead segmentation & orchestration, and account-based marketing efforts, you will define the logic used to identify, score, and prioritize high-value targets. In addition, you will optimize our conversational AI efforts to help build more lead opportunities and utilize Salesforce insights to build transparent attribution models, ensuring our Go-to-Market teams are powered by high-intent, actionable data.

Key Responsibilities

1. Website CRO & Performance Consulting

• Strategic Advisory: Serve as the lead internal consultant for our brand portfolio to optimize corporate website performance and conversion paths.

• Conversion Rate Optimization (CRO): Execute A/B testing, heatmapping, and user journey analysis to improve site-to-lead conversion rates.

• Funnel Optimization: Identify friction points in the digital experience and collaborate with web and creative teams to implement high-impact UX/UI changes.

• Performance Benchmarking: Establish standardized KPIs for web performance across the portfolio to ensure all brands are meeting growth targets.

• Web Intelligence: Use Google Analytics (GA4) to map the anonymous visitor journey to known accounts in our CRM, providing a clear picture of multi-touch attribution.

2. Multi-Brand Attribution & Growth Strategy

• Cross-Brand Tracking: Design and maintain a unified attribution framework to track performance across 6 brands, ensuring consistency in data collection and reporting. Build Salesforce reports and dashboards that track account penetration, pipeline velocity, and campaign ROI.

• Model Management: Define and manage multi-touch attribution models (First Touch, Last Touch, Linear, or U-Shaped) to evaluate the effectiveness of marketing spend.

• Strategic Translation: Transform attribution data into actionable growth strategies, advising sales teams on how to shift resources to higher-performing channels.

3. ABM & Intent Modeling

• Define the Ideal Customer Profile (ICP): Build and refine data-driven ICP models to identify high-fit accounts.

• Intent Orchestration: Manage ABM platforms to capture 1st and 3rd-party intent signals.

• Predictive Modeling: Develop "Propensity to Buy" models that trigger automated sales plays based on web activity and firmographic changes.

4. Data Orchestration & Hygiene  

• Lead List Management: Own the creation, enrichment, and suppression of lead lists to ensure sales reps never touch a duplicate or "junk" record.

• Routing Logic: Maintain the "plumbing" between marketing automation and Salesforce to ensure leads are routed to the right owner at the right time.

Technical Skills & Requirements

• CRM Power User/Admin level (ie Salesforce). Deep expertise in custom reporting, lead objects, and campaign influence.

• ABM Experience with operating integrated ABM solutions; specifically defining "In-Market" stages.

• Lead list building data tools with mastery for deduplication, normalization, and list suppression.

• Google Analytics (GA4) expert; experience with A/B testing tools and heatmapping.

• Data Strategy Ability to build intent-based scoring models and manage multi-brand attribution logic.

The Ideal Candidate

You are a rare breed: part Data Scientist, part Marketing Strategist, and part Systems Engineer. You don't just pull reports; you build the systems that make the reports look good. You understand that in B2B SaaS, the winner isn't the one with the most leads, but the one who engages the right accounts at the right time.

Qualifications

• Experience: Minimum of 5+ years of relevant experience in Revenue Operations, Marketing Analytics, or Sales Operations, ideally within a B2B SaaS environment.

• Leadership: Proven track record in a management or supervisory role, with the ability to mentor team members and manage cross-functional stakeholders.

• Education: BA/BS degree or higher in Business, Analytics, Mathematics, Computer Science, or a related quantitative field.

Technical Expertise: Deep hands-on experience with the Salesforce ecosystem, GA4, and data orchestration tools. Familiarity with managing data and CRO strategies for multiple brands or business units is highly preferred.

At Internet Brands, we carefully consider a wide range of factors when determining compensation, including your background and experience. These considerations can cause your compensation to vary. We expect compensation for this role to range in the $100ks. We encourage all interested candidates to apply.

In addition to our awesome culture, we offer a comprehensive benefits package designed to support the health and well-being of you and your family. Our benefits include health insurance options such as medical, dental, and vision coverage, flexible spending accounts (FSA) for medical and dependent care, short-term and long-term disability insurance, and life and AD&D insurance. We also provide a 401(k) retirement savings plan with a company match, paid time off (PTO), paid holidays, commuter benefits as well as access to our Employee Assistance Program (EAP) and well-being coaching services. In addition, employees can take advantage of voluntary benefits such as home, auto and pet insurance, and discounted legal and financial services. For more details, feel free to inquire during the interview process.
 
Internet Brands®, headquartered in El Segundo, Calif, is a fully integrated online media and software services company focused on four high-value vertical categories: Health, Automotive, Legal, and Home/Travel. The company's properties and platforms include the WebMD, Medscape, and Henry Schein ONE networks, which are the global leaders in their markets; Nolo, Avvo, and Martindale, which form the largest consumer information provider in the legal market; and CarsDirect, Fodor's Travel, and many others which are leaders in their key vertical markets. Internet Brands' award-winning consumer websites lead their categories and serve more than 250 million monthly visitors, while a full range of web presence offerings has established deep, long-term relationships with SMB and enterprise clients. The company's powerful, proprietary operating platform provides the flexibility and scalability to fuel the company's continued growth. Internet Brands is a portfolio company of KKR and Warburg Pincus. 

Internet Brands and its wholly owned affiliates are an equal opportunity employer.  Internet Brands will consider qualified applicants with criminal histories in a manner consistent with the City of Los Angeles Fair Chance Initiative for Hiring Ordinance (FCIHO).
 
Notice to California residents: you can find information about our privacy practices, on: https://www.internetbrands.com/work-with-us/cpra