Note: The job is a remote job and is open to candidates in USA. H&R Block is a leader in tax preparation and financial services, seeking a Senior Director of Marketing Analytics to build and lead a centralized analytics organization. This role focuses on measuring the effectiveness of marketing activities across various channels and providing actionable insights to drive business outcomes.
Responsibilities
- Own the end-to-end marketing measurement strategy across all business units and channels
- Establish standardized KPI frameworks, methodologies, and reporting governance across the organization
- Develop enterprise dashboards and executive reporting that provide clear visibility into marketing performance, efficiency, and business impact
- Ensure consistent definitions, methodologies, and data integrity across all reporting and analytics outputs
- Serve as the independent authority on marketing performance and measurement credibility
- Lead measurement and optimization across paid, owned, earned, brand, and cross-channel marketing to evaluate effectiveness, incrementality, customer journey performance, and budget efficiency
- Lead enterprise attribution, media measurement, media mix modeling, and forecasting capabilities to improve marketing investment decisions and business planning
- Establish practical, statistically sound approaches for incrementality testing, scenario planning, and hypothesis validation
- Partner with Finance and Marketing leadership to quantify channel contribution, optimize spend, and translate model outputs into actionable budget guidance
- Continuously improve methodologies as privacy regulations, platforms, and business needs evolve, with clear visibility into forecast accuracy and confidence
- Lead predictive analytics and modeling that inform acquisition, retention, profitability, and customer value decisions across the enterprise
- Develop scalable models for propensity, churn, lifetime value, demand, and retention, and monitor performance over time
- Translate model outputs into operational decisions and partner with business teams to activate insights and quantify impact
- Partner with Finance to standardize Lifetime Value vs Cost of Acquisition, payback, and customer profitability frameworks that support growth investment decisions
- Lead brand tracking and reputation measurement programs that provide insight into awareness, consideration, sentiment, share of voice, and competitive positioning
- Synthesize consumer and market intelligence into strategic recommendations for Marketing and Executive Leadership
- Establish measurement approaches for emerging capabilities, including AI-enabled marketing initiatives, generated content, and customer experiences
- Build and lead a high-performing marketing analytics organization with a clear vision, scalable operating model, and near-term business impact
- Establish scalable operating models, prioritization frameworks, and cross-functional processes
- Drive a culture of analytical rigor, objectivity, and business partnership
- Serve as a strategic advisor to executive leadership on marketing performance and investment decisions
- Influence senior stakeholders through clear storytelling, strong visualization, and ROI-focused recommendations
Skills
- 12+ years of experience in marketing analytics, marketing science, business intelligence, or data strategy
- 5+ years leading enterprise-scale analytics organizations
- Expertise in marketing analytics, attribution, media measurement, media mix modeling, forecasting, predictive analytics, LTV:CAC, and brand measurement
- Experience supporting multi-brand or multi-business-unit organizations
- Experience partnering closely with Finance and Executive Leadership
- Proven ability to influence senior stakeholders and drive organizational change
- Bachelor's degree in Marketing, Analytics, Statistics, Economics, Data Science, Business, or a related field required
- Advanced degree preferred
- Strong understanding of statistical modeling, forecasting, experimentation, and machine learning methods applied to marketing and customer analytics
- Attribution, incrementality, media mix modeling, segmentation, propensity modeling, and marketing measurement methodologies
- Marketing data ecosystems, governance, visualization, and executive reporting tools
- SQL
- Python/R expertise
- BI platforms (Tableau, Power BI, Looker, etc.)
- CDPs and marketing data platforms
- Marketing automation and media platforms
- Cloud architecture/solutions (Azure, AWS)
Benefits
- Qualifying associates can enroll themselves and/or their eligible dependents in medical and prescription drug coverage
- Can participate in the H&R Block Retirement Savings Plan (401(k) Plan)
- The Employee Assistance Program
- (virtual) fitness center programs
- The associate discount program
- Are automatically enrolled in Business Travel Accident Insurance
- Receive Associate Tax Prep benefit
Company Overview