Manager, Marketing Planning and Analytics

About the Role

We are hiring a Manager, Marketing Planning and Analytics (Performance and Growth Team) to support performance-driven growth across our markets. This role sits within TAG’s Growth organization and is fully dedicated to Chapter, acting as a key analytical partner to the Chapter Marketing team. The opportunity is to add a dedicated analytics layer that helps us better understand:

• What is truly driving demand
• How marketing and operational inputs work together
• How much we should invest and where to maximize growth and efficiency

This role will help evolve our marketing from channel-level optimization to system-level decision-making.

Responsibilities

Marketing Performance & Analytics

• Analyze performance across paid media, CRM/lifecycle, site merchandising (CRO), organic/SEO, and other demand-driving efforts
• Identify drivers of traffic, leads, appointments, conversion, revenue, repeat visits, and lifetime value across markets and other dimensions including studios, treatment categories, and guest segments
• Evaluate incrementality, distinguishing baseline demand from marketing-driven impact
• Develop insights on channel interaction and media mix, including how paid and non-paid efforts work together
• Synthesize multiple data sources (e.g., GA, CRM/PIMS, call data, paid platforms) into a cohesive performance view that includes both acquisition and retention
• Partner with TAG Center of Excellence Data teams to maintain trusted marketing performance datasets, including BigQuery & Tableau reporting layers, metric definitions, QA, and documentation
• Establish and maintain clear definitions for core marketing KPIs across leadership reporting, dashboards, and ad hoc analysis

Investment & Market Strategy Support

• Partner with channel owners to assess new opportunities, analyze results from prior efforts and experiments, and recommend whether to scale, optimize, or discontinue specific tactics
• Partner with Marketing to evaluate how much to spend by market, location tier, and channel
• Build frameworks to understand:
  • Minimum effective spend
  • Diminishing returns
  • Optimal allocation across channels and tactics
• Support forecasting across traffic, leads, appointments, visits, revenue, and both new guest (NG) and existing guest/member (EG) dynamics, with a focus on retention, repeat utilization, and lifetime value
• Incorporate operational context (e.g., capacity, days open, provider availability, scheduling) into performance analysis
• Develop a marketing learning agenda, including test design, pre/post reads, holdout rationale, and post-campaign recommendations to inform future investment decisions

Reporting & Insights

• Lead development of integrated performance reporting for weekly, monthly, and leadership forums, connecting paid and organic performance to operational factors such as capacity, scheduling, days open, and provider availability
• Build clear performance narratives by synthesizing inputs from channel, site, CRM, and business owners
• Translate data into actionable recommendations that inform marketing, product, and operational decisions
• Build and improve self-service reporting that democratizes data insights across the Marketing function broadly via live Tableau dashboards that are customizable across key business dimensions (e.g., campaign, market, time-based performance)

Cross-Functional Partnership

• Work closely with:
  • Paid Media (strategy and execution)
  • CRM / Lifecycle Marketing
  • Site Merchandising (CRO, test & learn)
  • Organic / SEO / AI SEO
  • Brand, Social, and PR (as inputs to demand and visibility)
  • Product (booking experience, funnel performance)
  • Finance, Internal Sales & Operations (capacity and demand alignment)
• Ensure analytics are embedded in day-to-day decision-making, not operating in isolation

What Success Looks Like

Within 6-12 months, you will help Chapter:

• Understand the true incremental impact of marketing
• Define optimal spend levels by market and tier
• Improve confidence in marketing investment decisions
• Reduce ambiguity in performance discussions
• Enable more efficient scaling across markets
• Strengthen acquisition + retention strategies and increase guest lifetime value

Requirements

• 5–8+ years in marketing analytics, growth analytics, or business analytics
• Experience owning or contributing to recurring performance reporting (e.g., weekly or monthly), with the ability to analyze multi-channel marketing performance, identify trends, diagnose drivers, connect results to business outcomes, and recommend actions
• Strong paid media fluency required; experience beyond paid strongly preferred
• Experience in multi-location, service-based, or medical aesthetics / healthcare-adjacent businesses is a plus
• Agency experience preferred

Skills

• Strong ability to move from data → insight → recommendation
• Experience with marketing performance metrics (cost per appointment, conversion rates, funnel metrics, retention rates, LTV)
• Familiarity with incrementality, attribution, regression analysis, and media mix concepts
• Must have the ability to independently structure/resolve problems by incorporating/balancing relevant factors and grasping mathematical concepts related to budgeting and forecasting
• Experience with Excel, SQL (Big Query preferred), Tableau required; experience with analytics tools such as Python and R a plus
• Hands-on experience extracting, integrating, and analyzing data across multiple sources (e.g., Google Analytics, paid media platforms, CRM/PIMS systems), including combining disparate datasets and building scalable dashboards

Key Characteristics

• Highly collaborative – thrives in cross-functional environments
• Excellent communicator – simplifies complex ideas clearly
• Analytical and curious – asks the right questions, not just reports data
• Action-oriented – focused on driving decisions
• Comfortable with ambiguity – able to synthesize inputs from multiple sources with varying levels of completeness and precision
• Guest-centric – understands the personal, confidence-driven nature of aesthetic treatment decisions

Mindset & Culture Fit

• Excited to join a close, high-performing, and enthusiastic team
• Motivated by building and scaling a brand nationally
• Enthusiastic about medical aesthetics and committed to improving the confidence of our core audience segment
• Energized by the opportunity to help Chapter grow, reach more guests, and deepen guest retention over time

Benefits

• Paid time off
• Health, dental, and vision insurance
• 401(k) savings plan with match

Pay

Annual Salary Range: $125,000–145,000/year