Director, Marketing Analytics
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Job Description
Director of Marketing Analytics at Tandem Diabetes Care responsible for framework connecting marketing to outcomes. Leading healthcare marketing insights and analytics for the diabetes technology sector.
Responsibilities:
- Owns the end-to-end measurement and insights approach for healthcare provider (HCP) marketing and patient marketing from awareness and engagement through lead capture, qualification, field conversion, therapy starts/orders, and retention/renewal
- Builds and owns a single measurement framework across (HCP) and patient journeys that connects marketing touchpoints to commercial outcomes (e.g., qualified leads, referral/pipeline proxies, orders/starts, renewals)
- Standardizes key performance indicator (KPI) definitions and calculation logic with the Center of Excellence and Commercial Analytics leaders
- Establishes a weekly operating view and a monthly executive scorecard
- Designs and maintains a transparent, world class attribution approach across channels and activities
- Drives the roadmap from rules-based attribution to multi-touch approaches to incrementality/causal measurement
- Partners with Finance/Marketing leadership to build return on investment (ROI) frameworks that inform budget allocation, channel mix decisions, and marginal ROI discussions
- Develops and improves segmentation/targeting strategies for HCPs and patients
- Creates and operationalizes lead scoring/propensity models and journey triggers
- Translates insights into execution via customer relationship management (CRM) systems and marketing automation platforms
- Maps and measures the patient funnel end-to-end; identifies where/why patients stall or drop
- Sizes the biggest conversion and efficiency opportunities and translate into prioritized actions with clear owners and expected impact
- Owns measurement readiness: campaign taxonomy, tagging standards (UTMs), event definitions, instrumentation strategy, and data quality monitoring
- Partners with IT/Data/COE to build scalable assets
- Ensures analytics practices align with regulated environment expectations
- Delivers executive-ready insights
Requirements:
- Strong understanding of go-to-market (GTM) processes and commercial systems (e.g., Salesforce/CRM, BI tools, modern data stacks)
- Ability to simplify data complexity, drive alignment and convert insights into action
- Experience integrating third-party datasets and solving identity resolution/master data challenges preferred
- Familiarity with forecasting, experimentation/causal inference, and marketing measurement approaches preferred
- Skilled at effectively communicating department or area issues and results within and across functional areas and conducting presentations of technical information concerning specific projects or timelines
- Able to gain cooperation of others at all levels within the organization
- Skilled at effectively leading a cooperative team effort and organizing resources to achieve team goals
- Able to make and prioritize process and resource decisions based on overall team needs
- Proven experience building performance measurement systems across multiple channels and journeys (HCP and patient marketing)
- Strong command of funnel analytics, KPI design, and attribution/ROI approaches; comfort with imperfect data and ambiguity
- Business intelligence experience using systems such as Tableau, Power BI or Looker required; Experience with Python or R strongly preferred
- Demonstrated ability to influence senior stakeholders across Marketing, Sales/Commercial, Finance and Strategy with clear recommendations
- Incrementality testing / causal inference experience (matched markets, holdouts, quasi-experiments)
- Experience with Marketing Mix Methodologies and other budget optimization approaches
- Excellent analytical skills and deep familiarity with CRM and marketing automation ecosystems (e.g., Salesforce + Eloqua, Marketo, and Marketing Cloud) as well as common media platforms such as Google, Bing, Meta, Youtube, and TikTok
- Experience partnering with Strategy and Finance on Annual Operating Plan and Strategic Planning
- Strategic thinking, analytical rigor, business judgment, structured problem solving, stakeholder leadership, executive storytelling, measurement discipline, and a “build the system” data-product mindset
Benefits:
- health care benefits such as medical, dental, vision available your first day
- health savings accounts
- flexible saving accounts
- 11 paid holidays per year
- unlimited PTO
- access to a 401k plan with company match
- Employee Stock Purchase plan
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