Director, Digital and Marketing Analytics

Major Duties and Responsibilities

Lead the development and maintenance of robust analytics reports and dashboards that generate actionable insights for decision-making and translate those insights into concrete recommendations for executive leadership and key decision makers.

Present findings and strategic insights to executive leadership and cross-functional teams.

Drive the organization toward a customer journey view of digital and marketing analytics, leveraging the insights derived from various data sources and platforms (e.g., Sitecore, Hubspot).

Develop, define and manage key performance indicators (KPIs) for digital strategy initiatives and product performance.

Continuously improve reporting practices by leveraging the latest tools and presenting findings with clarity and strategic takeaways.

Optimize operational efficiencies by streamlining workflows, standardizing reporting templates, and enabling cross-team data access and transparency.

Collaborate with marketing and content teams to inform and shape data-driven engagement and strategies.

Oversee integration of disparate data sources, ensuring a unified view of the customer journey across digital channels and products.

Lead the integration of Google Analytics with data lakes (e.g., Salesforce Data Cloud, Microsoft Fabric).

Implement Google Analytics recommendations from a recent audit such as enhanced event tracking, reducing custom dimensions, and configuring key events.

Lead Search Engine Optimization (SEO), Answer Engine Optimization (AEO), and GEO (Generative Engine Optimization) efforts to extend the reach of ACC content.

Drive adoption of AI / ML tools for predictive analytics and reporting automation. Own vendor relationships and technology stack decisions for analytics platforms.

Develop standardized templates and frameworks for recurring reports, such as campaign performance and grant project summaries.

Manage and lead a team of digital and marketing analytics professionals, driving team goals and success, building internal capabilities, and fostering continued growth.

Required Qualifications

Bachelor’s Degree in Marketing, Data Science, Business Analytics, or a related field.

At least ten years of experience in digital marketing analytics and at least 3 years of formal management experience.

Proven expertise with analytics platforms (e.g., Google Analytics, Looker Studio, Verint / ForeSee, Adobe Analytics).

Strong background in SEO, digital engagement metrics, customer behavior analytics, and content performance analysis.

Demonstrated success in leading digital and marketing analytics strategy, creating deliverables to report out to senior executives, and telling narrative to inform decision-making.

Comfort and experience using Artificial Intelligence to increase efficiency in analytics and reporting.

Excellent problem-solving, communication, and project management skills.

Ability to translate complex data into clear, strategic insights for non-technical stakeholders.

Demonstrated understanding of how marketing and digital platforms affect constituent experience and a point of view on how to use insights to increase engagement.

Experience managing budgets and vendor relationships.

Desired Qualifications

Consulting experience is desirable.

Experience with healthcare content and / or with an association or society preferred.

Familiarity with email platforms (e.g., Hubspot), Sitecore or similar Content Management Systems (CMS), Microsoft products (PowerBI, Microsoft Fabric), and Tableau.

Working knowledge of SQL (Structured Query Language).

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