Responsibilities

• Design and own the end-to-end measurement framework across all brands and channels. Build attribution models that connect marketing activity to franchise-level revenue. Establish the KPI hierarchy and create reporting cadences that serve the marketing team, senior leadership, and brand stakeholders.
• Build measurement across paid, organic, email, local, national, and partner channels
• Create attribution models linking spend to franchise revenue, lead quality, and acquisition cost
• Define what we measure, why it matters, and how it connects to business objectives
• Establish standardized reporting cadences for the team, leadership, and brand-level stakeholders
• Mine historical performance, identify patterns and gaps, and deliver the strategic briefings that shape marketing investment decisions. You deliver the interpretation with a recommendation attached.
• Analyze performance across the portfolio to surface opportunities, underperformance, and emerging patterns
• Deliver regular briefings to the VP of Marketing with recommendations on budget, channel mix, and priorities
• Develop scenario modeling and forecasting to pressure-test plans before committing resources
• Translate data into formats that non-technical stakeholders can act on immediately