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Purpose Brands, LLC · 1 month ago

Director of Analytics, Customer & Growth

Woodbury, MN

Full-time

Hybrid

Director/Executive

10+ years exp

Purpose Brands, the parent company of several leading fitness franchises, is seeking a Director of Analytics, Customer & Growth to enhance their analytics strategy. The role focuses on developing analytics capabilities for customer engagement and acquisition, driving strategic insights that support business growth and member retention.

Health Wellness & Fitness

Responsibilities

Develop and own the strategic vision for Customer Analytics and Acquisition Analytics, ensuring alignment with brand and company objectives

Partner with senior brand and marketing leadership to translate business strategy into analytics priorities

Design comprehensive measurement frameworks spanning the full customer lifecycle – from prospect touchpoints and acquisition funnels through engagement, retention, and lifetime value

Lead the development of advanced analytics capabilities including marketing attribution modeling (MMM/MTA), customer lifetime value modeling, churn prediction, and customer segmentation

Identify strategic data assets to be built across the customer and acquisition domains. Develop frameworks for how these data assets answer broad sets of questions or support common analysis patterns. Partner with Engineering to develop the data infrastructure and architecture

Champion data-informed decision making across the organization. Promote democratization of data access through appropriate self-serve environments

Take on the most challenging analyses with enterprise-wide impact, applying expert-level skills in problem framing, analytical approach selection, and executive-level communication of insights

Build the strategy, processes and practices to ensure data and analytics integrity across both domains

Provides thought leadership and strategic direction to senior leadership on analytics approaches for customer acquisition and engagement optimization

Anticipates future business needs and builds analytics capabilities proactively. Connects insights across customer lifecycle stages to drive holistic business impact

Ensures all insights and recommendations from the team hold up under executive scrutiny and use sound analytic reasoning and methodologies

Is recognized by brand, marketing and operations leadership as a trusted strategic partner who helps shape and evolve business strategy

Provides strategic context to Engineering and Technology partners to influence decisions on data architecture, systems design, and analytics infrastructure

Lead and develop a team of Business Intelligence Analysts / Managers across Customer and Acquisition Analytics. Build organizational capability through strategic hiring, coaching, professional development, and the integration of offshore personnel

Identify capabilities needed on the Analytics team and develop job descriptions and performance standards. Partner with HR to develop and execute recruiting strategy that ensures a diverse candidate pipeline

Coach team members to develop business understanding, problem framing, analysis, teamwork, and communication skills to perform at the next level. Create clear career paths and development opportunities

Ensure every direct report has a current development plan and receives formal feedback at least once per quarter

Allocate team members to initiatives and projects based on their skills and development needs with the goal of maximizing team output while fostering individual growth

Maintains a strategic view of team evolution, working with Analytics leadership to anticipate how the team must grow and develop over a 1-2 year horizon

Assesses how well direct reports meet the requirements of their jobs and provides actionable examples. Fosters growth by assisting direct reports in setting meaningful goals aligned with strategic business objectives

Models Purpose Brands values. Leadership qualities are noticed and respected by peers, direct reports, and senior leaders

Direct reports know what is expected of them, understand how their work contributes to business success, and receive actionable feedback

Direct reports feel challenged in their roles and that they are learning and growing professionally

Own and evolve the charters for Customer and Growth Analytics Centers of Excellence. Charters include purpose, goals, scope, and measures of success. Assess and communicate business value and build support with senior leadership

Propose analytics initiatives to senior leadership and evaluate initiative requests from stakeholders. Explain how initiatives will affect company strategies and improve decisions. Prioritize resources and deliverables across competing requests

Develop multi-year roadmaps for analytics deliverables, soliciting input from stakeholders including executives. Apply product management practices. Develop staffing plans and partner with project managers to set up initiatives for success

Work with Engineering teams to build out data models that improve analytics productivity and enable advanced capabilities

Be the strategic thought partner for Product teams in developing prospect, member, and franchisee-facing solutions that leverage data and analytics frameworks

Lead multiple initiatives across Customer and Acquisition domains from discovery through delivery. Provide thought leadership, remove obstacles, and ensure successful execution

Provides detailed business context for analytics initiatives and explains the strategic rationale behind decisions

Reconciles business requirements from multiple stakeholders with analytical and technical options. Proposes solutions that deliver on stakeholder needs while ensuring fit with technology roadmap and optimizing for cost, scalability, sustainability

Is plugged into brand, technology, and analytics roadmaps. Uses this context to suggest solutions and establish focus areas with strong strategic fit

Seen as a thought leader by team members and stakeholders, coming up with innovative solutions and approaches others may not have considered

Works across Technology and Operations to build solutions that are technologically sound, scalable, and well-supported

Qualification

Customer lifecycle analyticsMarketing attribution modelingPredictive modelingTeam leadershipSQLData modelingA/B testingStatistical conceptsPythonRPower BITableauCollaboration skillsStrategic thinking

Required

10+ years of experience in analytics, with significant depth in marketing/acquisition analytics and/or customer analytics. Proven track record of partnering with senior executives and driving strategic business outcomes

5+ years of management experience in Analytics, including experience managing managers. Demonstrated ability to build and develop high-performing analytics teams

Deep expertise in customer lifecycle analytics – including acquisition funnel optimization, marketing attribution (MMM/MTA), customer lifetime value modeling, retention analysis, and customer segmentation

Experience designing and analyzing A/B tests for marketing campaigns, pricing strategies, engagement interventions, and retention programs

Strong foundation in statistical concepts, experimental design, predictive modeling, and their practical business application

Experience leading multiple projects or initiatives simultaneously, prioritizing resources and deliverables across competing stakeholder requests

BS/BA in computer science, statistics, mathematics, business administration, economics, or related field

Proficiency in SQL and general understanding of data modeling concepts

Familiarity with Python, R, or other analytical languages

Experience with enterprise BI platforms (Power BI, Tableau)

Broad business acumen, demonstrated by translating complex analytical concepts and findings into understandable and actionable messages for executive audiences

Demonstrated ability to influence without authority

Excellent collaboration and communication skills with experience presenting to senior leadership and larger audiences of business leaders

Strong strategic thinking skills with ability to connect insights to business outcomes and anticipate future analytics needs

Skilled at motivating, coaching, and leading a team of analytically minded professionals at multiple levels

Mature judgment and independence in navigating ambiguous situations and making decisions with incomplete information

Preferred

MBA or advanced degree strongly preferred

Benefits

Medical, Dental and Vision Coverage

Hybrid Work Environment

Life and Disability Insurance

Unlimited Time off + Paid Holidays

Fridays off between Memorial Day and Labor Day

401(K) Savings Plan Matching at 4%

10 Coaching and Therapy sessions

Mental Health Benefits

Brand Discounts & Reimbursements

In-house workout facilities

Professional Development Opportunities

Team Building, Employee Engagement Activities & so much more

Company

Purpose Brands, LLC

Purpose Brands, LLC provides fitness, nutrition and wellness support and services to more than 7,000 communities and millions of people around the world.

Founded in 2002

Woodbury, MN, US

201-500 employees