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Sallie Mae · 1 day ago

Director, Marketing Analytics

Newark, DE

Full-time

Hybrid

Senior Level, Lead/Staff

10+ years exp

Sallie Mae is on a mission to empower students throughout their educational journey. The Director of Marketing Analytics will lead the strategy, measurement, and optimization of paid media campaigns to enhance student lending initiatives, leveraging advanced analytics and collaborating with various business units.

Financial ServicesHigher Education

Comp. & Benefits

Responsibilities

Oversee comprehensive measurement for paid media performance and optimization across all channels (search, social, email, direct mail, etc.)

Drive the transition to advanced, full-funnel measurement and attribution models to accurately quantify marketing efficiency and ROI

Collaborate with data science and analytics teams to refine methodologies for measuring media's impact on customer acquisition, engagement, and lifetime value

Serve as a strategic advisor to senior leadership, providing data-driven strategic insights and direction for paid media investments, budget allocation, and forecasting

Partner with marketing, product, and finance teams to align media strategy with enterprise goals and financial forecasts

Develop and oversee test-and-learn roadmaps to continually refine media channel mix, creative performance, and audience targeting

Collaborate with paid media channel managers and external agency partners to inform and guide day-to-day execution and optimization

Leverage data insights to inform creative and landing page strategies, ensuring alignment of messaging with media objectives

Maintain a current viewpoint on the evolving media landscape, emerging technologies, and channel best practices, incorporating findings into future strategies

Manage, mentor, and develop a high-performing team of paid media analytics managers and analysts

Foster a culture of data-driven decision-making, innovation, and strategic thinking within the team and across the broader marketing organization

Ensure all paid media strategies and data usage comply with financial regulations and data privacy laws

Translate complex analysis into compelling, executive-ready presentations that communicate strategic narratives and influence senior decision-makers

Qualification

Marketing analyticsPaid media strategyMulti-touch attributionSQLDigital advertising platformsWeb analytics toolsData visualizationResults-driven mindsetTeam leadershipCommunication skillsStrategic thinkingProblem-solving

Required

10+ years of progressive experience in marketing analytics, with a significant portion focused on paid media and attribution

Bachelor's degree in a quantitative field such as Finance, Statistics, Economics, or Computer Science

Strong SQL skills for data extraction, manipulation, and analysis

Experience with multi-touch attribution and familiarity with utilizing marketing mix models

Hands-on experience with major digital advertising platforms (e.g., Google Ads, Meta Ads Manager), CRM platforms, and familiarity with DSPs and ad-tech

Advanced proficiency in web analytics tools (e.g., Google Analytics, Adobe Analytics) and data visualization platforms (e.g., Power BI)

5+ years of experience managing and developing a team of analysts

Excellent written and verbal communication skills, with the ability to convey complex information to a variety of stakeholders

Proven strategic thinking, strong problem-solving skills, and a results-driven mindset