Sr Director, Digital Analytics - Direct to Consumer

This role provides digital analytics leadership for the Equifax Direct to Consumer (D2C) line of business. It plays a crucial role in driving data-driven decision making and optimizing digital strategies that drive growth and improve business performance. What you’ll do Analytics Leadership: Lead the marketing analytics function for D2C initiatives, providing direction and mentorship to a team of analysts. Campaign Performance Measurement: Develop, implement, and track key performance indicators (KPIs) to evaluate the effectiveness of D2C marketing campaigns, including paid media, email, SEO, and social media. Data Strategy & Reporting: Design and maintain dashboards, reports, and ad-hoc analyses to provide insights into customer behavior, campaign performance, and ROI. Customer Segmentation & Personalization: Conduct in-depth analysis on customer segments, behaviors, and LTV (lifetime value) to enable targeted and personalized marketing strategies. Cross-Channel Attribution: Implement multi-touch attribution models to understand the contribution of various marketing touchpoints in driving conversions and revenue. Collaboration: Partner with marketing, product, and digital teams to ensure that insights from analytics are integrated into strategy development and execution. A/B Testing & Experimentation: Lead A/B testing initiatives to optimize marketing performance, creative effectiveness, and conversion rates. Customer Journey Mapping: Map and analyze the end-to-end customer journey to identify opportunities to enhance customer experience and drive growth. Forecasting & Budget Optimization: Provide data-driven recommendations for budget allocation and media spend optimization to maximize marketing ROI. Data Governance: Ensure data quality and integrity by working with technology teams to maintain and improve data sources and tools. Emerging Trends: Stay current with industry trends, emerging D2C marketing technologies, and best practices to continuously improve analytics methodologies. What experience you need Bachelor’s degree in Marketing, Data Science, Statistics, or a related field; Master’s degree preferred. 10+ Industry experience with 5-7 years of experience in marketing analytics, with a focus on D2C or eCommerce brands. Proficiency in data analysis tools such as Google Analytics, Tableau, Looker, BigQuery, Optimizely, SQL, or R/Python. Experience with customer data platforms (CDPs), CRM systems, and multi-touch attribution models. Strong understanding of digital marketing channels (paid social, SEM, email marketing, etc.) and their respective KPIs. Consistent with Equifax’s 3/2+2 flexible work framework, a willingness to work Tuesday, Wednesday, Thursday in Equifax’s Atlanta-based office. Exceptional analytical and problem-solving skills with the ability to synthesize large datasets into actionable insights. What could set you apart Experience leading and managing a team of analysts. Familiarity with data privacy regulations (e.g., GDPR, CCPA). Strong communication skills with the ability to present findings to non-technical stakeholders. #J-18808-Ljbffr