Own the end-to-end marketing measurement ecosystem, from tagging and tracking through attribution modeling and performance dashboards. Build scalable data pipelines and reporting infrastructure that deliver timely, accurate performance visibility at the national, market, and community level. Partner with digital, IT, and sales operations teams to ensure data integrity across CRM, website, media platforms, and closing systems. Serve as the primary analytics partner to the SVP of Marketing, translating data into clear strategic recommendations. Develop media budget models that connect spend to pipeline, appointments, and closings, optimizing for both lead volume and margin targets. Lead quarterly and annual performance reviews. Synthesizing trends, identifying gaps, and recommending course corrections. Provide full-funnel buyer journey analytics, from first digital touchpoint through contract, surfacing conversion drop-off and quantifying opportunity. Build and maintain multi-touch attribution models that account for the complexity of the homebuying journey, including long sales cycles, offline conversion events, and co-op channel dynamics. Partner closely with the Director of Performance Marketing to optimize paid media efficiency and measure ROAS at the channel, market, and community level. Develop D360 buyer data utilization strategies that improve targeting, reduce cost per lead, and increase lead-to-sale conversion rates.