Director, Small Business Media Analytics

Dir Market Research Analytics - MQ06BE
We're determined to make a difference and are proud to be an insurance company that goes well beyond coverages and policies. Working here means having every opportunity to achieve your goals - and to help others accomplish theirs, too. Join our team as we help shape the future.

Reporting to the Leader of Small Business Media, Analytics, and Reporting, this role leads the end-to-end media measurement and analytics operating model for the Small Business organization. The Director sets the strategic vision for how Small Business measures, optimizes, and governs paid and owned media investments across channels, ensuring strong alignment on performance, attribution, experimentation, and investment stewardship to drive efficiency, profitability, and long-term brand growth.

This role elevates Small Business marketing analytics by integrating advanced modeling, causal learning, AI-enabled optimization, and executive-level insight delivery. The Director partners closely with multidisciplinary teams across Small Business Marketing, Enterprise Marketing, Finance, IT, Product, Underwriting, Strategy, Data Science, Digital Experience, and the Transformation Office. This is a hands-on analytical leadership role suited for a collaborative, fast-paced environment.

This role is based in our Hartford, CT home office. Candidates based elsewhere may also be considered.

Responsibilities

Media Strategy & Investment Leadership

• Develop and own Small Business media investment strategies across digital, programmatic, affiliate, and traditional mass media channels.
• Co-own annual paid media planning with Small Business Leadership and Finance, including ongoing scenario planning, allocation recommendations, and forecast optimization.
• Define and maintain a Media Value Framework incorporating marketing mix modeling, multi-touch attribution, incrementality, customer acquisition costs, lifetime value, payback windows, and cross-channel halo effects.
• Translate insights from the Media Value Framework into actionable guidance for Demand Generation and Enterprise Marketing partners to improve channel performance, media efficiency, and funnel conversion.

• Establish and enforce KPI taxonomies, measurement standards, and attribution hierarchies for Small Business media.
• Own the Small Business media analytics operating model, including agency analytics integration, cross-functional SLAs, and Enterprise Marketing alignment.
• Lead a periodic Small Business Measurement Council to harmonize methodologies across Enterprise Marketing, Personal Insurance, and Data Governance.
• Integrate media mix modeling, attribution, and incrementality testing to accurately measure media contribution.

• Partner with Small Business marketing analytics and reporting teams to ensure consistent, high-impact reporting informed by the Media Value Framework.
• Deliver integrated executive dashboards linking media performance to revenue, lifetime value, retention, and brand health.
• Synthesize complex analyses into clear, compelling narratives and actionable recommendations for senior leaders.

• Own the Small Business media experimentation roadmap across creative, audience, offer, channel, and funnel.
• Design and implement rigorous testing approaches, including geo-lift, matched markets, sequential testing, and high-rigor A/B testing.
• Partner with Marketing, Product, Underwriting, Digital Experience, and Sales teams to inform pricing, offers, and funnel design.
• Ensure learnings are portable across Small Business segments and contribute to enterprise-level marketing learning agendas.

• Partner with Demand Generation and Enterprise Marketing to ensure reliable data pipelines, tagging, and automated reporting and model refreshes.
• Drive adoption of AI-enabled media optimization capabilities such as creative scoring, predictive pacing, anomaly detection, and budget allocation.
• Own governance of the Small Business media analytics technology stack, including tagging, server-side events, CDPs, MMM/MTA platforms, and BI tools.
• Ensure compliance with privacy, data integrity, and audit standards in partnership with Legal, Compliance, and Information Security.

• Minimum 8 years of experience in media analytics, marketing science, or performance marketing measurement, ideally in digital consumer businesses. Experience in the insurance industry preferred.
• Proven success driving acquisition growth, media efficiency, and portfolio-level optimization across performance and brand media.
• Deep expertise in marketing mix modeling and multi-touch attribution, with experience applying modeling and forecasting to inform marketing strategy.
• Strong background in customer segmentation, lifetime value analysis, and funnel optimization.
• Solid understanding of media planning, measurement, and attribution frameworks.
• Proficiency with analytics and BI tools such as Google Analytics, Tableau, Power BI, and marketing automation platforms.
• Demonstrated ability to translate complex analyses into clear, actionable insights for both technical and non-technical audiences.
• Leadership experience managing analytics teams and/or agency and vendor partners.
• Strong executive presence and communication skills, with a proven ability to influence senior-level decisions.
• Bachelor's degree or equivalent work experience.