Sr. Manager, Analytics and Insights

Essential Duties And Responsibilities

• Own the IIA’s marketing analytics strategy: what we measure, how we measure it, and how we close the gap between data as it exists today and data as it needs to be.
• Design and build the measurement framework personally, spanning campaign performance, funnel efficiency, channel attribution, audience quality, and web behavior.
• Audit the current state of metrics across the scorecard, identify data quality issues, sourcing gaps, and manual processes, and build the roadmap to remediate them.
• Evaluate and implement improvements to the analytics tech stack, including attribution platforms, BI tools, and CRM data integrations.
• Build and maintain campaign scorecards for all major marketing programs, including large-scale events, membership acquisition initiatives, and digital campaigns, tracking registrations vs. goal, revenue performance, funnel conversion, audience quality, and channel ROI.
• Develop and own the attribution model connecting marketing activity to downstream outcomes including registration, membership conversion, and renewal.
• Deliver campaign analysis and post-mortems with a clear point of view: what happened, why it happened, and what changes as a result.
• Proactively surface underperforming channels, audience mix issues, and data integrity risks before they distort decisions or mislead strategy.
• Own web analytics configuration and integrity: GA4 setup, GTM tag management, event tracking, and data validation across all digital properties.
• Serve as the hands-on analytics partner to the Web team, writing tracking requirements, reviewing implementations, QA-ing output, and troubleshooting issues directly.
• Monitor and report on traffic, engagement, conversion paths, and landing page performance, translating findings into concrete recommendations for Web and Marketing teams.
• Identify and fix broken tracking when it occurs.

CORE COMPETENCIES

• Education & Experience: 6 to 9 years of hands-on experience in marketing analytics, digital analytics, or a closely related field, with a strong individual contributor track record throughout. Equivalent experience and non-linear career paths are welcomed. Demonstrated experience building an analytics function or establishing analytics practices within a marketing organization, ideally as the sole embedded analyst. Fluent in GA4 and GTM; knows what a good tracking plan looks like and can write one from scratch. Proficient in SQL. Writes it regularly, relies on it, and does not wait for a data team to run queries. Experienced with at least one BI tool (Looker, Tableau, Power BI, or similar) and able to build and maintain reports without support. Familiar with CRM and marketing automation platforms (Salesforce, HubSpot, or similar) and the data flows between systems. Bachelor’s degree required; advanced degree in a quantitative or marketing-related field preferred.
• Analytical Rigor: Moves fluidly between tactical analysis and strategic synthesis. Equally comfortable answering 'why did registrations drop last week' and 'what should our attribution model look like.' Applies attribution modeling, funnel analysis, and subscription economics without losing sight of the business decision being supported. Treats data quality as a product quality issue. Takes ownership of measurement integrity, not just measurement output.
• Builder Mentality: Energized by building from scratch rather than inheriting a finished system. Comfortable with ambiguity and organizations that are maturing their analytics practice; takes initiative without waiting for a defined playbook. Makes decisions with imperfect information and moves things forward, while knowing when to flag that the data doesn’t yet support a conclusion.
• Cross-Functional Partnership: Builds trusted working relationships with the Web team, Marketing Ops, Campaign Managers, Finance, and Technology, without relying on direct authority. Earns credibility through the quality and reliability of the work. Understands that great analytics only matters if it changes how people make decisions, and orients work accordingly.
• Communication & Influence: Translates complex data into clear, actionable narratives for non-technical audiences, from front-line marketers to senior leadership. Presents findings and recommendations with confidence and holds a point of view when the data says something inconvenient. Communicates the limits of the data as clearly as the insights it supports.