Analytics Lead

CTP is seeking a marketing analytics leader to build and run our analytics function—someone who pairs rigorous, full-funnel measurement with clear storytelling that inspires and informs creative and media decisions. You’ll shape our analytics vision, measurement strategies, campaign tracking standards, data management practices, cross-channel reporting and analysis, as well as be a visible, trusted partner to clients and internal teams. The ideal candidate is innately curious – tracking marketing trends, consumer behavior shifts, and emerging technologies (AI, retail media, CTV, privacy) and turning them into practical, testable ideas. Success in this entrepreneurial role will come through productizing analytic services, automating and scaling repeatable solutions, shaping analytics scopes and pricing to improve margins, and generating opportunities for profitable growth through new business, organic expansion, and team/resource utilization.

KEY RESPONSIBILITIES

• Analytics Roadmap - Articulate a vision, define processes, establish standards, create frameworks, and ensure best practices in designing, developing, and delivering full-funnel analytic solutions (awareness→consideration→conversion→retention).
• Team Leadership - Build, manage, and mentor a team with a relevant set of skills and experiences to deliver end-to-end analytic solutions including data integration and management, data visualization and reporting, analysis and recommendations.
• Thought Leadership - Demonstrate subject matter expertise (e.g., industry trends, best practices, relevant tools and platforms, etc.) to internal and external audiences through a range of venues and mediums including agency blog, training seminars, industry events, publications, podcasts, etc.
• Relationship Building - Effectively collaborate with cross-discipline agency and client teams to deliver analytic solutions that contribute to actionable insights and performance optimizations of marketing strategies and tactics.
• Business Growth - Leverage subject-matter-expertise to identify opportunities for organic growth with existing client base and to demonstrate a compelling set of capabilities in new business pitches.
• Process and Deliverables Driver - Oversee and direct all core analytics-related processes and deliverables including scoping/estimating, measurement strategy and planning, tagging specifications, UTM and trafficking naming conventions/taxonomy, multi-source data integration and management, dashboard development, performance data QA, cross-channel reporting and analysis, data-based insights and recommendations.

QUALIFICATIONS

• Prior agency experience and direct involvement in the measurement, analysis, and optimization of multi-channel marketing campaigns across a mix of brands and industries.
• Strong client-facing presence with an ability to effectively communicate complex analytic solutions to both technical and non-technical stakeholders, as well as data-based insights and recommendations.
• A consultative mindset and approach to understanding business and marketing challenges, applying critical thinking and problem solving skills, and delivering relevant and actionable analyses to inform strategic and tactical decisions.
• Familiarity with media/campaign tagging and event schemas, ad trafficking and UTM naming conventions, marketing data taxonomy, attribution models, brand lift studies, as well as MMM and MTA approaches.
• Experience with experimental design and statistical methodologies including correlation analysis, regression, classification models, predictive analysis, forecasting, etc.
• Knowledge of the full spectrum of digital marketing and data technologies including DMPs, DSPs, site tagging, pixel tracking, etc. (see more under Tools & Platforms below).
• Familiarity and experience with the full spectrum of media and marketing performance KPIs and metrics including CPM, CPC, CPE, CPL, CPA, ROAS, CAC, and LTV.
• A demonstrable passion for monitoring marketing and advertising trends, the evolving digital landscape, emerging technologies, etc., and a track record for fostering innovation through pilots or proof-of-concept projects.
   

TOOLS & PLATFORMS