Director, Marketing Analytics & Insights

About the position The Director, Marketing Analytics & Insights leads a high impact analytics organization that partners with Marketing Centers of Excellence (COE's) and business segments to deliver decision ready insights that drive growth, efficiency, and ROI across Covista brands. This role is responsible for enabling and operationalizing the marketing insights agenda by translating strategy into scalable analytics, measurement frameworks, and insight delivery. The Director supports both centralized marketing teams—such as Brand, Media, and Web/Digital Experience—and institution level leaders, ensuring analytics inform decisions from enterprise strategy through segment level execution. A core focus of this role is supporting advertising effectiveness and upper funnel measurement, particularly for brand and web driven demand creation, in a rapidly evolving environment shaped by AI driven discovery, Answer Engine Optimization (AEO), and declining traditional signals. The Director helps marketing and business leaders evaluate performance, understand true drivers of impact, and make informed investment decisions despite increasing attribution complexity.

Responsibilities

• Marketing COE & Business Segment Enablement
• Lead an analytics team that supports Marketing COEs and business segments, including Brand, Media, Web/Digital Experience, Product Marketing, Local Marketing, and institutional leadership
• Serve as a key analytics partner to business segments, ensuring marketing performance insights are clearly connected to institution level growth goals and outcomes
• Enable upper funnel teams to understand how brand, content, web experience, and advertising contribute to downstream enrollment and revenue performance
• Embed analytics into planning, execution, and optimization workflows across centralized and segment specific teams
• Cross Brand Insight Enablement
• Partner with marketing leadership to enable a cohesive, cross brand insights approach that serves both enterprise level and segment specific decision-making
• Ensure measurement frameworks, reporting, and storytelling scale across brands while allowing for differences in markets, programs, and maturity
• Synthesize insights across brands and segments to inform portfolio level discussions, tradeoffs, risks, and prioritization
• Advertising Effectiveness & Upper Funnel Measurement
• Support analytics and insight development for marketing effectiveness across the upper funnel, including brand, awareness, consideration, and demand creation efforts
• Develop and evolve frameworks that disaggregate performance drivers, including:
• Impact of content, creative, messaging, and onsite experience
• Impact of media placement, channel mix, targeting, and distribution
• Enable leaders to distinguish what drove impact from where it appeared, separating creative effectiveness from media execution
• Apply experimentation, modeling, and triangulation to provide directionally confident guidance in environments where deterministic attribution is limited
• Translate complex advertising and brand signals into clear, executive ready insights that inform creative, media, and investment decisions
• AEO, AI Disruption & Measurement Evolution
• Support marketing leadership in adapting analytics to AI driven search, AEO, and changing discovery behaviors
• Help teams understand which traditional signals remain meaningful, which require reinterpretation, and which new proxies should guide decision-making
• Balance analytical rigor with pragmatism to ensure insights remain timely, useful, and decision oriented
• Performance Measurement, ROI & Optimization
• Oversee delivery of end-to-end marketing performance insights, including media efficiency, ROI, CPA, CAC, and funnel conversion
• Provide market level and localized insights to support optimization and investment decisions
• Ensure performance reporting is trusted, repeatable, and aligned to leadership needs
• Advanced Analytics & Forecasting
• Lead advanced analyses to uncover drivers of performance, causality, risk, and growth opportunity
• Deliver forecasts, scenarios, and pacing insights to support proactive planning and resource allocation
• Champion test and learn approaches across marketing initiatives
• AI, Automation & Analytics Modernization
• Identify opportunities to use AI, automation, and innovation to improve insight velocity and scale
• Partner with enterprise data and technology teams to modernize analytics capabilities
• Ensure innovation efforts translate into measurable business impact
• Team Leadership
• Build, coach, and lead a high performing analytics team recognized for strong business judgment, clear storytelling, and executive ready communication
• Develop analysts who consistently move beyond reporting toward insight and recommendation
• Set expectations for objectivity, clarity, and impact across all deliverables
• Performs other duties as assigned
• Complies with all policies and standards

Requirements

• Bachelor's degree in business, Marketing, Economics, Statistics, or related discipline
• 8+ years of experience in marketing analytics, performance analytics, or strategy
• Proven experience leading and developing analytics teams
• Strong business and financial acumen
• Excellent written, verbal, and executive level presentation skills
• Ability to influence across complex, matrixed organizations

Nice-to-haves

• Experience supporting brand, advertising, and digital experience measurement
• Experience adapting analytics to attribution loss or ecosystem disruption
• Familiarity with modern analytics platforms, experimentation, and AI enabled tools

Benefits

• Health, dental, vision, life and disability insurance
• 401k Retirement Program + 6% employer match
• Participation in Covista’s Flexible Time Off (FTO) Policy
• 12 Paid Holidays
• You are also eligible to participate in an annual incentive program, subject to the rules governing the program, whereby an award, if any, depends on various factors, including, without limitation, individual and organizational performance.

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