Senior Director, Customer & Marketing Analytics - Remote

We are seeking a visionary Senior Director of Customer and Marketing Analytics to lead our efforts in transforming disparate data sources into actionable insights that inform strategy and drive performance. The leader in this role will have a chance to create (from the ground up) the Analytics function within the Growth Marketing team, providing oversight and support across the Relationship Marketing (CRM), Digital Marketing, Customer Care, and Web teams.   The Senior Director will establish and maintain the standards and KPIs that define our success, enabling the organization to track and optimize marketing and customer strategies at both a national and local level.  With the goal of delivering a telemetry transformation within the organization, this individual will create both channel-specific and executive dashboards to monitor key metrics such as web traffic, lead generation, sales, and customer lifecycle progression.  Key to the role will be driving analytics capability growth using AI, ML, and conversational analytics to enhance our relationships with our customers. Additionally, this leader will be responsible for answering fundamental questions like:  What customer segments should we be nurturing?   Where are the dig sites for our next growth opportunities?   Which Media Mix analytics partner would be best suited to help support our specific business structure and reporting needs?  What channel investment would drive the most incrementality for our business?   What leading indicators should we track to get ahead of issues before they happen? What is the optimal test plan for a given channel/program that will drive usable, statistically significant results? You manage what you measure and, as a result, this role is a critical member of our Growth Marketing team.    Key Responsibilities: Modernize our approach to telemetry, by integrating diverse data sources into a cohesive framework that becomes a key springboard for decision-making and action.  Develop and implement an advanced analytics roadmap and strategy. Define and monitor customer and marketing KPIs. Partner with leadership to design and deliver performance dashboards for executive and operational decision-making. Evaluate and implement analytics tools, partners, and models that support the company’s unique structure, which includes franchise and corporate-owned locations. Develop testing roadmaps in partnership with channel leaders. Support corporate data governance efforts on behalf of the Growth team. Provide thought leadership to the organization on privacy and cookie consent management. Evaluate our tracking capabilities inclusive of our tag management approaches, providing continuous monitoring and optimization. Manage 3rd party CRM system vendor from a data integrity and system standpoint in collaboration with tech partners and CRM team. Collaborate across levels and functions within the Growth, Tech, Operations, Solutions, and Brand teams. Serve as the data & analytics evangelist for the knowledge, benefits, and opportunities this department can unlock for the business.