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Role Summary
- Define and execute an end-to-end analytics strategy aligned with business, marketing, sales, and customer objectives.
- Build a multi-year roadmap for data integration, reporting, dashboards, attribution, forecasting, and advanced analytics.
- Establish how performance is measured across campaigns, channels, customer segments, accounts, services, and markets.
- Create an analytics operating model covering data ownership, governance, reporting standards, and stakeholder access.
- Identify high-impact use cases where analytics can drive growth, productivity, and better decision-making.
Measurement Framework and KPI Governance
- Define KPIs for brand, content, social, lead generation, CRM, sales, and customer engagement.
- Standardize business definitions, calculation methods, targets, and reporting cadences.
- Build a centralized metric dictionary and reporting governance framework.
- Ensure teams rely on consistent, trusted data in reviews and decisions.
- Audit current metrics; remove conflicting or low-value reporting.
Marketing and Campaign Analytics
- Measure campaign reach, engagement, conversion, lead quality, pipeline contribution, revenue influence, and ROI.
- Analyze performance across paid media, search, social, email, events, webinars, content, and ABM programs.
- Develop multi-touch and source-based attribution suited to enterprise sales cycles.
- Identify audiences, channels, messages, and assets that deliver the strongest outcomes.
- Recommend campaign and budget optimizations based on performance insights.
Sales and Revenue Analytics
- Build analytics for pipeline, conversion, sales velocity, win rates, deal size, forecast accuracy, and revenue performance.
- Analyze by region, industry, service line, account segment, source, and sales stage.
- Surface pipeline bottlenecks and revenue risks.
- Partner with sales leadership to improve forecasting, resource allocation, and account prioritization.
- Develop models for opportunity scoring and pipeline planning.
Customer and Account Analytics
- Create account-level views unifying engagement, campaign, sales, opportunity, and customer data.
- Identify high-potential accounts, buying signals, engagement trends, cross-sell opportunities, and churn indicators.
- Support ABM and strategic account programs with actionable insights.
- Build segmentation models by industry, company size, behavior, needs, and commercial value.
- Analyze customer journeys and lifecycle performance.
Digital and Content Analytics
- Analyze website traffic, search visibility, user behavior, content engagement, conversions, and digital journeys.
- Measure performance of blogs, reports, case studies, videos, landing pages, and thought-leadership assets.
- Identify content gaps, high-performing themes, audience interests, and conversion opportunities.
- Collaborate with content, social, and digital teams to grow engagement and organic reach.
- Develop dashboards for website and content performance.
Data Integration and Quality
- Partner with CRM, IT, marketing ops, and business teams to integrate data from key systems.
- Define data requirements, sources of truth, validation standards, and refresh schedules.
- Monitor accuracy, completeness, consistency, and reliability.
- Reconcile discrepancies across CRM, ad platforms, marketing automation, web analytics, finance, and others.
- Build documented, auditable data pipelines and reporting processes.
Dashboards and Business Reporting
- Develop executive, operational, and campaign-level dashboards.
- Automate recurring reports where possible.
- Present insights via clear narratives, visualizations, trends, risks, and recommended actions.
- Tailor reporting for leadership, marketing, sales, and operations.
- Support monthly, quarterly, and annual business reviews.
Forecasting and Advanced Analytics
- Build forecasting models for leads, pipeline, conversions, revenue, and campaign outcomes.
- Develop lead-scoring, account-prioritization, propensity, and segmentation models.
- Apply statistical techniques to reveal patterns, correlations, and performance drivers.
- Explore responsible AI/ML for prediction and insight generation.
- Continuously test and improve model accuracy.
Team and Stakeholder Leadership
- Build and lead a team of business analysts, marketing analysts, data analysts, and reporting specialists.
- Partner with leadership, finance, sales, marketing, CRM, and technology teams.
- Translate stakeholder questions into analytical requirements and decision-ready outputs.
- Uplevel analytical capability through training and self-service reporting.
- Manage analytics vendors, data providers, consultants, and technology partners.
Required Qualifications
- Bachelor’s degree in Statistics, Mathematics, Economics, Data Science, Business Analytics, Engineering, Computer Science, or related field.
- 10+ years in business analytics, marketing analytics, sales analytics, revenue operations, or data analysis.
- 5+ years leading analytics teams or functions.
- Experience in B2B technology, SaaS, IT services, consulting, or enterprise environments preferred.
- Strong background in CRM analytics, web analytics, campaign measurement, business intelligence, and data visualization.
- Working knowledge of SQL, spreadsheet modeling, forecasting, segmentation, and analytical tools.
- Proven ability to integrate and validate data from multiple business systems.
- Strong commercial judgment, communication, presentation, and stakeholder-management skills.
Preferred Skills
- Analytics strategy and KPI governance
- Marketing and campaign analytics
- Sales, pipeline, and revenue analytics
- Customer and account segmentation
- Attribution and performance measurement
- Forecasting and predictive modeling
- Dashboarding and data visualization
- SQL and advanced spreadsheet modeling
- CRM, web analytics, and BI platforms
- Data integration, quality, and governance
- AI and ML applications in analytics
- Ability to translate complex data into practical business recommendations
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