Senior Director of Marketing Analytics and Optimization - Aspen Dental

Reporting to the VP Digital Commerce, we are looking for a visionary Senior Director of Marketing Performance to lead and inspire a team responsible for driving data-driven decisions across our marketing and digital commerce efforts. This role will oversee marketing analytics, measurement, and CRO, delivering actionable insights to improve efficiency, growth, and patient engagement. You will manage a team of analysts and testers, collaborating with media, merchandising and data teams to enhance campaign performance, optimize marketing investments, and maximize conversion rates and revenue growth. 

Key Responsibilities: 

• Lead the analytics and measurement function, translating complex data into strategic insights that inform decision-making and marketing strategy. 

• Stay on the cutting edge of marketing analytics, attribution models, and CRO trends to bring innovative solutions to the team. 

• Develop and maintain a robust measurement framework to track the effectiveness of marketing campaigns and investment, including ROI and patient revenue metrics. 

• Deliver clear, actionable insights through best-in-class reporting and data visualization to drive business growth, efficiency, and revenue and reach optimization. 

• Work closely with the data team to align on the proper tagging strategies and tools to track key performance indicators (KPIs) and user behavior without compromising data privacy or compliance standards. 

• Lead the CRO team and agenda in partnership with ecom & merchandising and service line teams to deliver innovative, user-centric strategies that improve digital engagement and conversion across the website and digital platforms. 

• Design and implement data-driven experimentation, A/B and multivariate testing to continuously improve user experience, drive revenue, and reduce friction in customer journeys. 

• Work closely with the ecom & merchandising team to ensure a seamless, high-converting experience for all prospective patients. 

• Partner closely with the media team, media agency, site teams and measurement partners to align performance goals and optimize marketing investments. 

• Develop, coach, and mentor a high-performing team of analysts and CRO experts to foster innovation, collaboration, and continuous learning. 

• Implement and maintain best-in-class measurement frameworks, tools, and technologies to optimize marketing spend and conversion efforts. 

Qualifications: 

• Bachelor’s degree in marketing, business analytics, statistics, or related fields; advanced degree preferred. 

• 12+ years of experience in marketing analytics, performance measurement, and CRO, with a proven track record of optimizing marketing investments and improving conversion rates. 

• Expertise in developing data-driven insights, using advanced measurement techniques, and implementing testing methodologies such as A/B and multivariate testing. 

• Strong understanding of digital marketing, eCommerce, and user experience optimization strategies. 

• Proven ability to navigate and comply with industry regulations (e.g., HIPAA), ensuring that all marketing analytics and performance measurement activities respect patient privacy and data security. 

• Proficient in data analytics tools (SQL, Python, R, Google Analytics) and marketing measurement platforms. 

• Exceptional leadership skills with experience managing and developing high-performing teams. 

• Excellent communication and collaboration skills to influence stakeholders across all levels of the organization.