Director, Marketing Funnel Analytics
About the role
The Director of Marketing Funnel Analytics is a high-impact role within Avalara’s Global Analytics and Insights organization. This position will be responsible for enabling and delivering accurate, data-driven funnel insights that inform strategic decision-making across the company.
Partnering closely with the CMO, Finance, and business unit leaders, you will analyze business performance, model financial impacts, and develop defensible forecasts that guide operational and investment decisions.
Responsibilities
Own the relationship between marketing leadership and engineering to derive modeled datasets that can be used cross-functionally to derive insights.
Translate marketing initiatives into measurable funnel hypotheses and track results against projected lead and pipeline targets.
Leverage AI and machine learning models to enhance lead scoring, predict funnel conversion rates, and surface high-value audience segments at scale.
Serve as a trusted advisor for funnel health assessment, lead scoring validation, and demand forecasting processes.
Develop and manage dashboards and monitoring frameworks that track top-of-funnel metrics including traffic, impressions, lead volume, and campaign reach.
Evaluate the effectiveness of awareness and demand generation campaigns, providing actionable insights to marketing leadership and business leaders.
Conduct trend analysis and anomaly detection across funnel stages to proactively identify shifts in lead flow, channel performance, and audience engagement.
Partner with cross-functional leaders including Marketing, Sales, General Managers (GM’s), Accounting, Financial Planning and Analysis, Product, and Operations to assess implications of business strategies related to the marketing funnel.
Apply AI-driven scenario modeling and predictive analytics to accelerate strategic planning cycles and improve the precision of marketing investment recommendations.
Deliver clear, data-backed recommendations that align with Avalara’s pipeline growth and customer acquisition goals.
Support marketing planning, budget allocation, and channel optimization initiatives with detailed funnel and conversion insights.
Communicate complex funnel dynamics and marketing performance trends in a clear, narrative-driven format tailored for executive audiences.
Evaluate and integrate AI-powered attribution solutions to improve model accuracy, automate performance insights, and enable real-time optimization of marketing spend.
Create scalable reporting mechanisms that improve marketing ROI transparency and reduce dependency on ad hoc analyses.
Champion the adoption of AI tools and automation across marketing analytics workflows, driving efficiency gains and elevating the team's analytical capabilities.
Collaborate with marketing operations and revenue operations partners to define funnel success metrics and performance drivers.
Identify trends and opportunities to improve funnel forecasting accuracy and marketing operational efficiency.
Ensure data integrity across systems, leading structured validation and transformation initiatives.
Mentor analysts and peers on funnel analytics, attribution modeling, data interpretation, and insight generation best practices.
Qualifications
8+ years of experience in marketing analytics, funnel optimization, business insights, or growth analytics roles.
Previous experience as a team lead, mentor or Manager.
Advanced SQL skills (e.g. writing queries, defending and interpreting data), with experience in marketing data modeling and validation, and strong proficiency in dbt (data build tool).
Proficiency with BI and analytical tools such as Power BI, Tableau, or similar platforms.
Bachelor’s Degree required; Master’s highly valued.
Demonstrated expertise in funnel modeling, attribution analysis, and marketing performance measurement.
Strong analytical and problem-solving skills, with the ability to translate complex data into actionable insights.
Excellent communication, storytelling, and presentation skills — able to influence at the executive level.
Strong business acumen with the ability to connect analytics to operational and strategic outcomes.
Prior exposure to working with or supporting a CMO or marketing leadership team.
Familiarity with demand generation forecasting, marketing mix modeling, and business case development.
Experience leading or partnering with marketing operations or growth analytics teams.