Director, Marketing Analytics

Responsibilities

• 1. Leverage third-party tools like NRC to manage and report enterprise brand tracking across all Banner’s markets and priority services, including aided/unaided awareness, preference, Net Promoter Score (NPS), and trust indices. Establish baseline benchmarks and cadence for reporting; partner with research vendors and/or build in-house survey infrastructure. Synthesize brand data with competitive intelligence and market share to produce actionable quarterly brand health reports for senior leadership.
• 2. Build and govern campaign analytics for all performance marketing channels — paid search, paid social, programmatic, direct mail, email, SMS, broadcast, and OOH. Define and track the lead-to-appointment-to-visit conversion funnel by service line, geography, and channel. Partner with service-line leaders and CRM teams to attribute patient volume and downstream revenue to marketing investment (MROI). Establish cost-per-lead, cost-per-acquisition, and return-on-ad-spend benchmarks; iterate toward continuous optimization.
• 3. Own enterprise-level digital analytics governance — including GA4 (or equivalent), tag management, and data layer strategy. Partner with digital and IT teams to ensure accurate, HIPAA-compliant data collection across all web and mobile properties. Build and maintain real-time dashboards for website traffic, user behavior, content performance, conversion, and patient portal engagement. Lead SEO analytics and content performance reporting in partnership with content and digital marketing teams.
• 4. Establish KPI frameworks for organic and paid social across all platforms (Facebook, Instagram, LinkedIn, YouTube, X/Twitter, and emerging channels). Track engagement rates, share of voice, sentiment, and follower health across system and service-line accounts. Provide audience segmentation insights to inform content strategy and paid targeting.
• 5. Define a rigorous, credible methodology for measuring earned media value — moving beyond impressions to reach, sentiment, message pull-through, and share of voice. Build dashboards for media mentions, journalist engagement, crisis monitoring, and reputation signals. Partner with PR and communications teams to connect media activity to brand perception outcomes.
• 6. Stand up the marketing analytics function from the ground up leveraging agency and other outsourcing resources — including tech stack, vendor relationships, processes, and governance. Create and evangelize a measurement-first culture within the Marketing & Communications department. Develop and maintain a Marketing Analytics Roadmap aligned to organizational priorities and maturity milestones.
• 7. Produce a monthly Marketing Performance Report and quarterly Board-ready brand health summary for CMO and senior leadership. Design and maintain an executive marketing dashboard (e.g., Tableau, Power BI, Looker) with real-time visibility into key performance indicators. Present data-driven recommendations in a clear, narrative-driven format accessible to non-technical stakeholders.
• 8. Partner with IT, Digital, and Data & Analytics teams to define the marketing data architecture and integration roadmap. Ensure all data collection, storage, and reporting practices comply with HIPAA, CCPA, and applicable privacy regulations. Evaluate, select, and manage analytics technology vendors and platforms (CDP, BI tools, attribution platforms, listening tools).
• 9. Serve as the analytics thought partner to the CMO and marketing leadership for budget planning, campaign design, and channel mix decisions. Collaborate with service-line, strategy, and finance leaders to connect marketing investment to patient volume and system growth objectives. Represent Marketing Analytics in cross-functional enterprise data governance bodies.

Requirements

• Bachelor's degree in Marketing, Analytics, Statistics, Data Science, Business, or a related field; Master's degree preferred.
• 7+ years of progressive experience in marketing analytics, consumer insights, or data science — with at least 3 years in a leadership role.
• Demonstrated experience building an analytics function, team, or program from early-stage maturity.
• Proficiency with web analytics platforms (Google Analytics 4, Adobe Analytics) and tag management systems. Experience with BI and data visualization tools (Tableau, Power BI, Looker, or equivalent). Strong working knowledge of CRM platforms and marketing automation systems (Salesforce Health Cloud, Epic, or equivalent a plus).
• Demonstrated ability to translate complex data into clear, executive-ready narratives and recommendations.
• Proven track record of HIPAA-compliant data practices in a healthcare or regulated industry setting.

Preferred

• Healthcare provider or health system marketing experience strongly preferred.
• Experience with attribution modeling, or multi-touch attribution (MTA).
• Familiarity with patient engagement platforms, CRM data, and EMR integration concepts. Experience with paid media analytics across search, social, programmatic, and direct response channels. Knowledge of brand tracking methodologies, survey design, and market research. Familiarity with social listening and earned media monitoring platforms (Meltwater, Cision, Brandwatch, Sprinklr). SQL proficiency; experience with Python or R for advanced analysis.

Benefits

• This opportunity includes the option to participate in a variety of health, financial, and security benefits.
• Management Incentive Program as part of your Total Rewards package.