Req ID: 472426
Benefits: * Fuel Your Growth with Love's - company funded tuition assistance * Paid Time Off * 401(k) - 100% Match up to 5% * Medical/Dental/Vision Insurance after 30 days * Competitive Pay Career Development
Welcome to Love's: The Head of Marketing & Media Analytics is responsible for overall marketing analytics and measurement strategy across the enterprise. This leader will build and scale the team (hiring, developing talent, establishing practices) while delivering immediate value through improved measurement, attribution, and insights.
This role functions as the analytical engine behind how Love's evaluates customer engagement, marketing effectiveness across channels, and advice both the impact and return from the retail media network with our participating partners. The role bridges traditional brand marketing, performance marketing, digital analytics, and retail media measurement.
In this highly visible role, you will work closely with Marketing leadership to provide strategic direction over Love's Marketing & Media analytics including the experimentation roadmap, Marketing Mix Modeling, and the evolution of customer-centric measurement including clean rooms, identity solutions, and emerging AI capabilities.
This role translates complex performance data into clear strategic direction for senior leadership, guiding channel investment, media optimization, and the evolution of Love's Media Group capabilities.
Job Functions:
Marketing & Media Measurement
- Own, define, and evolve a holistic marketing measurement framework across channels (paid media, CRM, digital, out-of-home and brand channels)
- Lead campaign performance analysis including reach, engagement, conversion, efficiency, ROAS, and incremental impact
- Lead the evolution of attribution, incrementality and marketing mix modeling (MMM) to ensure insights directly inform investment decisions and align with strategic priorities
- Partner with Loyalty team to integrate loyalty program metrics into marketing measurement frameworks, ensuring attribution models capture the full customer journey from casual acquisition through loyalty enrollment and engagement
- Lead the development of a multi-year measurement roadmap that identifies gaps in current capabilities, prioritizes new measurement approaches, and informs/guides investment in analytics infrastructure
- Develop measurement plan that quantifies media's impact on loyalty program sign-ups, active membership, and guides future investment prioritization
- Oversee experimentation and A/B testing to support continuous optimization
- Continually refine the marketing analytics strategy to align with evolving business priorities, establishing frameworks for analyzing performance and identifying growth opportunities
Reporting & Insights
- Lead the development of executive-ready dashboards and performance narratives that frame results as decisions, scenarios, and trade-offs for senior leadership
- Deliver ongoing performance tracking of full-funnel KPIs highlighting performance drivers, risks, and opportunities
- Translate analytical results into clear financial implications (forecasting, ROAS improvement, budget effectiveness) and recommendations for senior leadership and cross-functional partners
Media Optimization & Strategy Support
- Provide data-driven recommendations for channel mix, budget allocation, audience targeting, creative performance, and pacing
- Support annual marketing planning with benchmarks, forecasting models, and scenario analyses
- Collaborate with brand, growth, and CRM teams to test new strategies and evaluate new partners or tools
- Partner with Love's Media Group leadership to optimize and scale retail media monetization, driving advertiser performance, sustainable revenue growth, and a differentiated customer experience
Data Quality & Governance
- Establish and maintain standards for tagging, tracking, attribution logic, and measurement consistency
- Partner with analytics engineers (or IT/data teams) to improve data pipelines, modeling, and automation
- Develop and own comprehensive marketing KPIs and measurement roadmap, including defining metrics, establishing naming conventions, and setting measurement standards that evolve with business priorities
- Define requirements for cross-source data integration and partner with analytics engineering and IT teams to ensure seamless connectivity between marketing platforms, CRM systems, retail media data, and enterprise systems
- Ensure marketing data architecture decisions align with measurement needs
Stakeholder Management & Team Leadership
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- Act as the primary analytics advisor to the CMO and organization's expert on media analytics and marketing effectiveness
- Work cross-functionally with broader Marketing team, Merchandising, CX/Product, IT/Data, Finance, and external agencies
- Build and scale a high-performing marketing analytics organization, defining roles, career paths, and operating norms that attract and retain top analytical talent
- Lead a team of marketing analysts, seen as a trusted strategic partner, known for proactive insights and create thought leadership, not simply a reporting function
- Foster a culture of analytical rigor, experimentation, curiosity, and continuous improvement
- Collaborate cross-functionally with Marketing, Merchandising, CX/Product, Finance, IT/Data, and external agencies to drive adoption of insights
Experience and Qualifications:
Required
- Bachelor's degree in Data Science, Business, Economics, Statistics, Engineering, or related field (Master's preferred)
- Extensive experience leading marketing or business analytics in complex, data-rich environments, with demonstrated impact on growth and investment decisions, with 5+ years in a managerial or team lead role
- 6+ years applying advanced or marketing analytics to business decision-making; MMM experience preferred
- 5+ years working with performance media data; retail media experience strongly preferred
- Experience with retail media networks, clean rooms, CDPs, or loyalty data
- Strong experience with attribution, incrementality, experimentation, and large-scale datasets
- Proficiency with SQL and BI tools (Tableau, PowerBI, Sigma); familiarity with GA4 and major ad platforms
- Proven ability to communicate complex findings clearly to senior, non-technical stakeholders
- Ability to work in a fast-paced environment and manage multiple projects and stakeholders at once
Preferred
- Proficiency with brand tracking tools and common research methodologies
- Familiarity with machine learning applications in retail analytics
- Experience in retail, CPG, travel, hospitality, or other high-frequency consumer businesses
- Exposure to enterprise retail or merchandising systems (e.g., SAP, Oracle)
Skills and Physical Demands:
- Hard Skills: Advanced marketing analytics (MMM, attribution, incrementality, experimentation), SQL and large-scale data handling, BI tools (Tableau/Power BI), GA4 and major ad platforms, retail media networks and clean rooms, CDP/loyalty data integration, and ability to translate complex insights into clear business recommendations.
Soft Skills: Strategic thinker with strong business acumen, excellent communication and storytelling for non-technical audiences, collaborative leadership across cross-functional teams, ability to influence senior stakeholders, adaptability in fast-paced environments, and exceptional problem-solving and decision-making under ambiguity.
Our Culture:Fueling customers' journeys since 1964, innovation leads the way for this family-owned and operated business headquartered in Oklahoma City. With nearly 40,000 team members, travel stops are the core business along with products and services that provide value for professional drivers, fleets, traveling public, RVers, alternative energy and wholesale fuel customers. Giving back to communities and an inclusive workplace are hallmarks of the award-winning culture.
Love's is an Equal Opportunity Employer. Veterans encouraged to apply.
Job Category: Corporate
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