Sr Director, Digital Analytics - Direct to Consumer (Finance)

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.