• Own marketing measurement strategy across channels and campaigns, including technical requirements and success criteria. • Define and maintain KPI definitions, metric governance, and reporting standards to ensure consistency across teams and tools. • Establish an experimentation approach, including A/B testing and multivariate testing, and translate learnings into optimizations. • Forecast campaign performance and guide budget allocation using historical performance and market trends. • Build and maintain the marketing analytics infrastructure. • Integrate data across marketing platforms, CRM systems, and website analytics sources to create a unified view. • Own data quality: validation, anomaly detection, documentation, and ongoing improvements to accuracy and reliability. • Maintain/optimize data pipelines and partner with IT/engineering as needed. • Gather, analyze, and interpret campaign and customer data to identify performance drivers and opportunities. • Provide clear recommendations on targeting, messaging, creative/testing learnings, and budget allocation to improve ROI and outcomes. • Develop recurring performance narratives for stakeholders that connect marketing activity to business impact. • Establish scalable reporting: automated dashboards, standardized reporting views, and self-serve performance tracking. • Create reports and dashboards to track campaign effectiveness and communicate insights. • Build visually compelling presentations using tools such as Looker Studio. • Serve as the day-to-day analytics partner to leadership, media planning/buying, and cross functional teams.