Marketing Analytics Director

Description/Responsibilities

Our Marketing Analytics Director is a hands-on senior individual contributor responsible for building the reporting structure, performance measurement approach, and insight engine that helps Marketing make smarter, more informed decisions. This role leads analytics across Tivity Health’s Medicare and Commercial businesses, translating B2C, B2B2C, and B2B marketing performance into clear insights, executive-ready reporting, and actionable recommendations that drive optimization, action, and measurable business outcomes.

Working closely with cross-functional leaders across the business, this role will define key marketing metrics, develop dashboards and scorecards, evaluate campaign and channel performance, and connect marketing activity to member engagement, retention, subscriber growth, revenue contribution, and marketing efficiency. The Director will also help advance the use of automation, AI-enabled analytics, and emerging tools to improve reporting, pattern recognition, and proactive optimization.

Key Responsibilities:

• Drive performance delivery by using analytics to identify gaps, diagnose root causes, and recommend actions that improve campaign effectiveness, channel productivity, audience targeting, member engagement, retention, revenue contribution, and marketing ROI.
• Own the marketing analytics structure, reporting framework, and recurring insight cadence needed to give Marketing and senior leaders timely visibility into performance and clear recommendations for action.
• Lead advanced marketing analytics capabilities, including data modeling, attribution, segmentation, experimentation/A-B testing, CRM analytics, and marketing automation analytics to improve targeting, measurement, and performance optimization.
• Define, monitor, and communicate key performance indicators across channel performance, member engagement, participation, acquisition, conversion, retention, churn, revenue contribution, and marketing efficiency.
• Develop, deploy, and manage executive-ready dashboards, scorecards, and recurring performance reports across B2C, B2B2C, and B2B marketing activities.
• Measure and interpret engagement-driven metrics, including engagement rates, engagement lift, participation, churn, retention, channel effectiveness, campaign outcomes, and customer journey performance.
• Analyze campaign, channel, audience, and customer journey performance to identify trends, risks, opportunities, and optimization priorities.
• Establish a test-and-learn discipline that uses data, experimentation, and performance measurement to continuously optimize marketing campaigns, customer journeys, channel mix, and budget allocation.
• Translate complex marketing performance data into clear insights, performance stories, and actionable recommendations that support strategic and operational decision-making.
• Recommend opportunities to optimize media investment, channel mix, campaign targeting, customer journeys, retention strategies, and overall marketing effectiveness.
• Provide reporting and analytics to support member marketing, partner marketing, client performance tracking, lead generation, and business development efforts.
• Partner with Finance, Business Analytics, and business leaders to align marketing performance reporting with financial outcomes, growth priorities, and enterprise goals.
• Establish consistent definitions, measurement approaches, and data governance practices across marketing performance reporting.
• Work cross-functionally with internal teams and external partners to improve data quality, reporting accuracy, and insight generation related to Marketing.
• Identify opportunities to apply automation, AI-enabled analytics, machine learning, and emerging tools to enhance reporting, modeling, real-time performance tracking, and proactive recommendations.
• Support annual planning, forecasting, budget tracking, and ad hoc analysis for the CMO and other senior leaders.
• Inform optimization of the enterprise marketing technology suite by identifying reporting, data, measurement, and insight needs.

Qualifications

• Bachelor’s degree in Marketing, Analytics, Business, Finance, Statistics, or a related field preferred. Advanced degree a plus.
• 8-10+ years of experience in marketing analytics, business intelligence, performance reporting, or related analytical roles.
• Demonstrated ability to use data and analytics to improve marketing performance, including identifying opportunities, influencing action, and measuring business impact.
• Strong understanding of B2C, B2B2C, and B2B marketing metrics, including engagement, acquisition, conversion, retention, churn, revenue contribution, and return on ad spend.
• Experience with subscription, membership, healthcare, Medicare, or regulated business models strongly preferred.
• Strong financial acumen, with the ability to connect marketing activity to growth, revenue, profitability, and efficiency outcomes.
• Advanced experience with reporting, dashboarding, visualization, and analytical tools; experience with Google Analytics, Tableau, Salesforce Marketing Cloud, Snowflake, and Excel preferred.
• Ability to synthesize large datasets into concise, executive-level insights and recommendations.
• Strong communication and presentation skills, with the ability to influence and align stakeholders without direct authority.
• Comfort operating as a hands-on individual contributor in a collaborative, cross-functional environment.

What Success Looks Like

Success in this role means Marketing and senior leaders have trusted, timely, and decision-oriented analytics that make performance easier to understand and act on. This leader will bring structure to reporting, clarity to performance measurement, and practical recommendations that improve member engagement, subscriber growth, revenue contribution, retention, and marketing efficiency. They will also strengthen the connection between Marketing, Business Operations and Growth teams, and Finance so marketing performance becomes a clearer part of the enterprise’s broader understanding of growth and outcomes.

The salary range for this opportunity is $114,800 to $160,000. Compensation depends on several factors: qualifications, skills, competencies, and experience.

Tivity Health offers a robust benefits package, which includes a competitive salary, company bonus potential, medical, dental, vision, 401k with match, generous paid time off, free gym membership to over 13,000 fitness locations in the US, and other great benefits.

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About Tivity Health® Inc. Tivity Health, Inc. is a leading provider of healthy life-changing solutions, including SilverSneakers®, ForeverFit®, and WholeHealth Living®. We help adults improve their health and support them on life's journey by providing access to in-person and virtual physical activity, social and mental enrichment programs, as well as a full suite of physical medicine and integrative health services. Our suite of services support health plans, employers, health systems and providers nationwide as they seek to reduce costs and improve health outcomes. Learn more at TivityHealth. 

Tivity Health is an equal employment opportunity employer and is committed to a proactive program of diversity development.  Tivity Health will continue to recruit, hire, train, and promote into all job levels without regard to race, religion, gender, marital status, familial status, national origin, age, mental or physical disability, sexual orientation, gender identity, source of income, or veteran status.