Love's Travel Stops · 3 weeks ago
Sr Manager of Marketing & Media Analytics
Oklahoma City, OK
Full-time
Onsite
Senior Level
5+ years expLove's Travel Stops is a family-owned and operated business headquartered in Oklahoma City, innovating since 1964. The Sr Manager of Marketing & Media Analytics is responsible for leading the marketing analytics strategy, building a high-performing team, and providing insights to drive marketing effectiveness and customer engagement across various channels.
Retail
Responsibilities
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
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
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
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
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
Qualification
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)
Benefits
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
Company
Love's Travel Stops
Founded in 1964 by Tom Love, Love’s Family of Companies is headquartered in Oklahoma City, and remains entirely family-owned and operated.
10001+ employees
Funding
Current Stage
Late StageLeadership Team
Brianna Hubbard, SHRM-CP
HR Business Partner
Derek Rusinek
Field Employee Relations Partner
Company data provided by crunchbase