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Senior Manager, Marketing & Funnel Analytics - Aurora, IL

Sonova Group · Aurora, IL · 2 mo ago
MarketingFull-time

Role Summary

The Sr. Manager, Marketing & Funnel Analytics will lead the buildout of AudioNova’s marketing measurement foundation across the full patient journey, from lead generation and CRM engagement through call-center conversion, appointment outcomes, purchase, retention, and revenue realization.

Key Responsibilities

  • Marketing, CRM & Patient Journey Analytics

    • Lead analytics across the entire patient journey from lead to loyalty inclusive of our key patient journey stages: lead intake, appointment booking, appointment reminders, no-show and cancel recovery, tested-not-treated follow-up, post-purchase onboarding, service reminders, retention, reactivation, and winback.
    • Analyze campaign performance across email, SMS, direct mail, paid media, website, call center, and clinic-driven touchpoints.
    • Develop patient and customer lists to support targeting, segmentation, audience sizing, suppression logic, channel eligibility, campaign prioritization, and personalization strategies.
    • Identify trends, opportunities, and gaps in campaign performance, patient behavior, conversion, revenue, retention, inefficiency, and operational friction.

  • Funnel Measurement & Reporting

  • Build standardized performance views by channel, campaign, audience, source, market, clinic, call center outcome, appointment type, and lifecycle stage.
  • Partner with CRM, call center, clinic operations, finance, technology, and leadership teams to ensure consistent reporting definitions and trusted performance visibility.
  • Create clear performance narratives that explain what changed, why it changed, what it means, and what actions should be taken.
  • Build, maintain, and improve PowerBI dashboards that provide clear visibility into marketing, CRM, call center, funnel, and patient journey performance.

  • Attribution, Methodology & Data Governance

    • Own the development and ongoing improvement of marketing attribution methodology across online and offline channels.
    • Define how marketing contribution is measured across campaigns, vendors, lead sources, CRM touchpoints, call center interactions, appointment outcomes, and revenue.
    • Develop and maintain a data dictionary & reporting methodology, including funnel definitions, attribution rules, campaign taxonomy, source-of-truth logic, data limitations, and key business assumptions to improve consistency and shared understanding across functions.
    • Identify data quality issues, tracking gaps, inconsistent definitions, and process breakdowns that limit reporting accuracy.

  • Experimentation & Test Measurement

    • Lead measurement strategy for CRM and marketing tests, including A/B tests, holdout tests, and incrementality analyses.
    • Partner with campaign owners to define hypotheses, audience splits, control groups, success metrics, and measurement windows.
    • Analyze test results using appropriate statistical methods, including t-tests and statistical significance testing where applicable.
    • Translate test outcomes into clear recommendations, including whether to scale, iterate, retest, or discontinue an initiative.

  • Cross-Functional Leadership & Change Management

    • Partner across CRM, marketing, call center, clinic operations, technology, finance, vendors, and leadership to turn data into action.
    • Drive alignment on reporting definitions, attribution logic, dashboard usage, and performance measurement standards.
    • Solicit stakeholder feedback, identify adoption barriers, and improve reporting processes over time.
    • Influence decision-making by making complex data clear, actionable, and trusted.

    Candidate Profile

    • Experience

      • 6–10+ years of experience in marketing analytics, CRM analytics, lifecycle analytics, funnel analytics, growth analytics, business intelligence, or a similar function.
      • Experience leading analytics across multi-step customer or patient journeys, ideally in healthcare, retail, multi-location, call center, or appointment-based businesses.
      • Strong experience with CRM, campaign analytics, customer segmentation, funnel reporting, attribution, and marketing performance measurement.
      • Advanced proficiency with SQL, Excel, and Power BI.
      • Experience building dashboards, performance scorecards, executive reporting, and self-service reporting tools.
      • Strong understanding of A/B testing, statistical significance, test design, holdout methodology, and incrementality measurement.
      • Experience working with online and offline data sources, including CRM, call center, website, appointment, revenue, paid media, and campaign data.
      • Ability to define business rules, document methodology, build data dictionaries, and drive reporting governance.
      • Strong analytical judgment with the ability to identify data quality issues, reconcile conflicting sources, and communicate limitations clearly.
      • Excellent communication and storytelling skills, with the ability to translate complex analysis into business decisions.
      • Strong cross-functional leadership skills and ability to influence stakeholders across marketing, operations, technology, finance, vendors, and leadership.
      • Experience with GA4, CRM platforms, call center platforms, marketing automation systems, Python, R, or advanced statistical tools preferred.

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