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BMG Money · 1 month ago

Director, Marketing Operations & Analytics

United States

Full-time

Remote

Mid, Senior Level

7+ years exp

BMG Money is committed to providing affordable credit solutions for underserved consumers. They are seeking a strategic Director of Marketing Operations & Analytics to oversee marketing infrastructure and data integrity, ensuring efficient online acquisition and accurate marketing attribution.

FinanceFinancial ServicesPersonal Finance

Responsibilities

Design, implement, and maintain the formal multi-touch attribution model to accurately measure the contribution of every digital marketing touchpoint (Paid Search, Paid Social, SEO, Display) to key conversion events and funded loans

Own the design and maintenance of all executive-level marketing and digital analytics dashboards, providing real-time visibility into metrics like Cost-Per-Funded-Loan (CPFL), conversion rates, and funnel health

Ensure the seamless flow of digital acquisition data (e.g., ad platform costs, web session data) into the core reporting systems to facilitate accurate ROI and LTV calculations

Translate complex attribution and channel performance data into clear, strategic recommendations for the CMO the rest of executive team to optimize spend allocation and refine digital strategies

Serve as the primary owner and administrator of the core MarTech stack, including the Marketing Automation Platform (MAP), focusing on its integration with the core servicing and application systems

Work with the Email team and provide analytical support for all automated user journeys and orchestration rules (via email, SMS, in-app) designed to move prospects through the personal loan application process post-click

Partner with the Operations team to define data handoffs, lead prioritization rules, and communication triggers that ensure a frictionless, compliant experience for applicants as they move from marketing-qualified lead to funded loan

Work proactively with Compliance and Data Integrity teams to ensure all system setup, data handling, and communication orchestrations adhere to strict financial services regulations

Collaborate with Technology and Product teams to define and govern the marketing data model, including the creation of standardized marketing fields, calculated metrics, and custom objects necessary for accurate segmentation and reporting

Collaborate with Technology and Product teams to define, document, and enforce official marketing funnel terminology and stage transitions, ensuring consistent tracking across all platforms and accurate forecasting

Collaborate with Technology and Product teams to plan, prioritize, and execute new MarTech implementations and data integrations, ensuring the marketing team has the technical capabilities needed to scale

Qualification

Marketing OperationsMarketing AnalyticsMulti-touch AttributionDigital Analytics ToolsSQLMarketing Automation PlatformFinancial Services ExperienceData GovernanceStatistical ModelingSegmentation AnalysisData WarehousingMarTech CertificationCollaboration Skills

Required

7+ years of dedicated experience in Marketing Operations or Marketing Analytics, with at least 3 years managing a complex, integrated MarTech stack

Direct experience in the Financial Services, Lending, or FinTech industry is required, with deep understanding of the online application and funding funnel

Expert-level proficiency in implementing and administering multi-touch attribution models in a DTC/e-commerce environment

Advanced proficiency in Digital Analytics and Business Intelligence tools (e.g., Google Analytics 4, Tableau, Power BI, and/or Looker) and expertise in SQL or similar languages to query and manipulate large datasets

Proven ability to architect and govern complex, automated user journeys within a major Marketing Automation Platform (e.g., Marketo, HubSpot, Pardot)

Strong partnership skills, with experience collaborating with Operations and Engineering teams on systems integration and data governance within a regulated environment