Director of Marketing Analytics

About the Role: This is an exciting opportunity for a new Director of Marketing Analytics to drive data strategy and measurement excellence for Milan Laser Hair Removal's marketing organization. With 400+ locations nationwide, Milan is the category leader in laser hair removal, and this role will ensure our marketing investments are measured accurately, optimized effectively, and scaled efficiently. The Director of Marketing Analytics will own marketing measurement strategy, attribution modeling, reporting infrastructure, experimentation frameworks, testing roadmaps, and data-driven insights that fuel marketing decision-making. Key focuses will be building sophisticated analytics capabilities and testing rigor to ensure that Milan’s localized marketing strategy is best in class and ensuring that every marketing dollar spent across channels is driving incremental business value. You will partner with internal and external tools to deliver actionable insights, predictive models, and reporting systems that empower marketers to make smarter decisions and drive continuous performance improvement. This role will be central to Milan's next chapter of growth, elevating analytics maturity and embedding data-driven thinking across every marketing function. It reports to the CMO. Location: This is a 100% on-site role at our Omaha, NE office. Remote or hybrid arrangements are not available. Relocation assistance is available for qualified candidates. Essential Functions: Testing & Experimentation Own and lead the testing roadmap for all marketing channels by partnering with the VP of Growth and Brand to build structured A/B testing and incrementality testing programs across channels (paid search, paid social, creative, landing pages, CRM, etc.) to optimize performance. Partner with channel owners (Paid Search, Paid Social, Brand, Creative) to design experiments, analyze results, and translate findings into strategic recommendations and scaled optimizations. Use holdout testing, geo experiments/matched market tests to measure incremental impact of marketing investments and validate attribution models. Create feedback loops that translate test learnings into optimization roadmaps, budget recommendations, and strategic insights for leadership. Measurement Strategy & Attribution Define and evolve Milan's marketing measurement framework, ensuring accurate tracking, attribution, and reporting across all channels, campaigns, and customer touchpoints. Lead the development and implementation of measurement triangulation that accurately credits marketing channels throughout the customer journey, from awareness through conversion. Develop flag for tracking implementation issues across digital and offline channels to ensure data accuracy, completeness, and reliability from proper tagging, pixel management, and quality assurance processes. Partner with cross-functional teams, especially IT, Operations, and Finance, to ensure marketing data is integrated with business systems (CRM, scheduling, revenue). Analytics Infrastructure & Reporting Lead daily, weekly, monthly insights for marketing Act as the objective insight lead of all channel reporting data across paid and owned (CRM, organic) marketing channels Partner to build automated reporting that surface key performance metrics (traffic, leads, appointments, conversions, CAC, ROAS, LTV) across channels, campaigns, markets, and time periods. Design self-service analytics reporting and partner with IT and Finance to implement those reports that empower marketers to access data and extract insights independently while supporting data governance and accuracy standards. Stay on top of analytics platform updates, new measurement technologies, and privacy regulations (iOS updates, cookie deprecation, consent management) to ensure Milan's measurement capabilities remain robust and compliant. Develop analytics documentation and reports that keep stakeholders informed and ensure data accuracy across the marketing organization. Business Intelligence & Insights Partner with the VP of Brand to develop deep customer and marketing insights that inform strategy, planning, and optimization across the marketing organization. Partner with the Manager of Conversion Rate Optimization (CRO) to analyze customer journey data to understand conversion paths, channel interaction effects, and opportunities to improve the path to purchase. Build predictive models for customer behavior (conversion probability, lifetime value, churn risk) that enable smarter targeting, budget allocation, and retention strategies. Conduct market-level analysis to identify growth opportunities, competitive dynamics, and efficiency variations across Milan's 400+ locations and leverage that into localized strategies. Use cohort analysis, customer segmentation, and funnel analysis to uncover trends, diagnose performance issues, and identify optimization opportunities. Translate complex data into clear, actionable insights and recommendations for marketing leadership, executives, and cross-functional partners. Budget & Performance Management Partner with marketing and finance leadership to develop data-driven budget allocation strategies that maximize return on investment across channels, markets, and campaigns. Build forecasting models to predict marketing performance, plan budget needs, and scenario-plan growth strategies based on different investment levels. Monitor marketing efficiency metrics (CAC, ROAS, payback period, contribution margin) and provide ongoing recommendations for budget reallocation and optimization. Partner with Finance to ensure marketing performance data aligns with financial reporting and supports accurate revenue forecasting and business planning. Qualifications: High school education or equivalent (e.g., GED) required Bachelor's degree in Statistics, Mathematics, Economics, Data Science, Marketing Analytics, or related quantitative field OR equivalent combination of education/experience combined (one year of experience equals one year of education) required; Master's degree preferred Minimum of five years of experience in marketing analytics, data science, business intelligence or FP&A Proven success leading and implementing attribution models, measurement frameworks, and analytics infrastructure for marketing organizations required Experience with 3rd party MMM and Incrementality provider (Haus, Measured, LiftLab) strongly preferred Experience with Optimizely or other CRO testing platform strongly preferred Deep expertise in marketing analytics platforms (Google Analytics/GA4, Adobe Analytics) and data visualization tools (Tableau, Looker, Power BI) required Strong track record designing and analyzing marketing experiments (A/B tests, incrementality tests, geo experiments) with rigorous statistical methodology required Fluency in statistical concepts (hypothesis testing, regression analysis, confidence intervals, experimental design) and ability to apply them to marketing problems required Deep understanding of digital marketing channels, customer journey dynamics, and marketing performance metrics (CAC, ROAS, LTV, conversion rates) required Comfort with data engineering concepts, ETL processes, and working with large datasets across multiple systems and platforms required Demonstrated ability to translate complex analytical findings into clear, actionable recommendations for non-technical stakeholders required Experience with privacy regulations, consent management, and privacy-safe measurement approaches preferred Familiarity with machine learning applications in marketing (propensity modeling, customer segmentation, predictive analytics) preferred Background in beauty, aesthetics, wellness, lifestyle, or multi-location consumer services strongly preferred Benefits Include: Medical, dental, vision, disability and life insurance with in 30 days Unlimited PTO - work with your manager and take time as needed 7 paid holidays that we are closed $50 cellphone stipend paid out monthly 401k retirement plan with vested 4% employer match after 90 days Career advancement opportunities + Culture/environment Employees and their spouse or legal partner receive free laser hair removal services To perform this job successfully, an individual must be able to perform each essential duty satisfactorily. The requirements listed are representative of the knowledge, skill, and/or ability required. Reasonable accommodations may be made to enable individuals with disabilities to perform the essential functions. Other duties may be assigned. We are deeply committed to attracting talented team members in the US from all backgrounds regardless of race, age, gender, ethnicity, religion, sexual orientation, disability status, or nationality. However, at this time, we are not sponsoring any Visas. Equal Opportunity Employer