Sr. Manager, Marketing Analytics & Insights

Our client is building an analytics capability that helps leaders make better, faster decisions about brands, channels, consumers, and the portfolio. The Senior Manager, Marketing Analytics & Insights leads that capability, supporting the organization and its business departments, including Brand Management, Brand Marketing, Commercial Sales, Direct-to-Consumer, Finance and Consumer Affairs. The role turns data into clear recommendations for the Senior and Marketing Leadership Teams and serves as the analytics partner to the business leaders accountable for each decision.
Looking ahead, the role leads the company into AI-enabled analytics. Using internal tools such as Claude for Business and Microsoft Power BI, it moves the capability from reports people read to connected insight that is automated, always on and threaded across brands, channels and functions, informing both day-to-day decisions and company strategy.
The role is a foundational part of the broader Enterprise Intelligence strategy. It works within the enterprise data architecture set with IT and Finance, building a durable, in-house capability that grows with the business.
The Opportunity
Run the business: Own the recurring performance reporting the business relies on, including weekly Brand Tower performance through the lens of channel including but not limited to DTC, SKU performance, monthly market share and POS reviews.
Upgrade: Move from manual Excel and email reports to automated, decision-focused dashboards and insight.
Build the foundation: Establish the analytics operating model, KPI framework, scorecards and roadmap that business departments across the organization will use.
Shape the future: Lead the path to an AI-enabled Enterprise Intelligence model where analytics and insight from every function are tied together to inform business and strategy.
Key Responsibilities
Executive business performance reporting
Own weekly, monthly and quarterly performance reporting by brand, category, channel, customer and SKU, vs. plan and LY.
Deliver regular executive market and performance insight, and support periodic brand and portfolio reviews that guide investment priorities.
Maintain and track a common set of Brand Marketing, Brand Management and Commercial Sales KPIs aligned with enterprise measures and the Brand P&L (with Finance).
Market & competitive intelligence
Lead Circana analysis: subscribed category POS, share, competitor and retailer performance (Walmart, Target, Amazon), and the drivers behind share gains or losses.
Synthesize consumer and category insight from Circana, Mintel, BazaarVoice ratings and reviews, and research partners into implications for brand and product decisions.
Marketing performance analytics
Measure campaign and channel performance across paid media, paid search, email/SMS, influencers, PR and web traffic, and recommend monthly spend reallocation.
Power BI, self-service & tools
Rationalize the existing report inventory (keep, improve, consolidate, retire) and migrate priority reports to automated Power BI dashboards with the BI team.
Use AI tools (e.g., Claude for Business, Power BI Copilot) to speed up analysis and make insight accessible to non-analysts.
Data partnership & operating model
Partner with IT on data quality and integration (D365, Shopify, Klaviyo, SPS, Circana into Fabric); define requirements rather than build parallel systems.
Run the analytics intake: one register of business questions, each with a department owner, data source and tool, plus agreed service levels and prioritization.
Manage external analytics, data and technology partners against clear scopes, costs and outcomes.
AI, automation & the future of Enterprise Intelligence
Automate the routine: Use Claude for Business and Power BI to automate recurring reporting, commentary and data prep, freeing analyst time for higher-value insight.
AI-assisted insight: Build AI workflows that summarize performance, flag anomalies and explain drivers (e.g., share shifts, DTC trends, review themes, returns causes) in plain language for leaders.
Connected intelligence: Thread insight across sources (Circana, SPS, D365, Shopify, Klaviyo, BazaarVoice, Gorgias, Finance) so that brand, channel, consumer and P&L views tell one story.
From reporting to foresight: Move from what happened to what is likely next and what to do: scenario, forecasting and early-warning views that feed planning and strategy.
Enterprise Intelligence roadmap: With IT, Finance and the Enterprise Intelligence effort, define the target state, use cases and governance for AI in analytics, including data security, accuracy checks and responsible use.
Adoption & enablement: Train and equip business owners to ask questions of their data directly, and build reusable prompts, skills and dashboards the organization can share.
Key Partners
Brand Management, Brand Marketing, Commercial Sales, DTC Commercial Sales, Finance (FP&A, Vena), IT/BI, Consumer Affairs, and the Senior and Marketing Leadership Teams. Department leaders own the business questions and decisions; this role owns the analysis, insight and recommendation behind them.
Success Measures