Director of Analytics

Director of Marketing Analytics

Blue Compass RV is seeking a Director of Marketing Analytics to lead the transformation of data into a competitive advantage across our marketing organization. This role is responsible for building a performance-driven analytics function that directly impacts revenue lead quality and marketing efficiency.

This leader will bring a hands-on operator mindset with proven experience owning KPIs tied to lead generation showroom traffic unit sales and marketing ROI. The ideal candidate thrives in a fast-paced decentralized retail environment and understands the nuances of multi-location performance marketing.

WHAT YOULL DO

• Own end-to-end marketing performance measurement directly tying campaign activity to revenue outcomes including leads appointments showroom visits and unit sales.
• Define implement and continuously optimize core KPIs including:
• Cost per Lead (CPL)
• Cost per Sale (CPS)
• Lead-to-Appointment Rate
• Appointment-to-Sale Conversion Rate
• Inventory Turn Rate (marketing-influenced)
• Return on Ad Spend (ROAS)
• Customer Acquisition Cost (CAC)
• Lead the development of a closed-loop attribution model connecting digital engagement to offline sales across dealership systems and CRM platforms.
• Partner closely with Sales Operations and Field Leadership to align marketing analytics with store-level performance and revenue goals.
• Build and scale real-time dashboards and reporting frameworks that provide visibility from executive-level summaries down to individual store and campaign performance.
• Analyze channel-level performance (Paid Search Paid Social OEM programs third-party marketplaces email website) and drive continuous optimization based on data.
• Develop advanced models for:
• Lead scoring and quality segmentation
• Customer lifecycle and repurchase behavior
• Inventory-based marketing optimization
• Forecasting demand and budget allocation
• Lead experimentation frameworks (A/B testing geo testing incrementality testing) to validate marketing impact and improve efficiency.
• Establish and enforce best practices in data governance tagging tracking and data integrity across all platforms.
• Translate complex data into clear actionable insights for executive leadership influencing strategic decisions and investment allocation.
• Build and mentor a high-performing analytics team fostering a culture of accountability curiosity and measurable impact.
• Develop deep expertise with the vendors and systems we use.
• Identify and vet alternative technical solutions when appropriate.

WHAT YOU NEED TO SUCCEED

• Bachelors degree in Marketing Analytics Data Science Business or related field (Masters preferred).
• 7 years of hands-on marketing analytics experience with direct ownership of performance KPIs in Automotive RV Motorsports or similar high-value retail industries.
• Proven experience in a multi-location or dealer group environment with a deep understanding of localized marketing performance and regional variability.
• Demonstrated success improving key business outcomes such as:
• Lead volume and quality
• Conversion rates across the funnel
• Marketing-driven revenue growth
• Efficiency of media spend
• Strong working knowledge of dealer systems CRMs and lead management processes including how leads are handled nurtured and converted at the store level.
• Expertise in tools such as:
• Google Analytics (GA4) Google tag manager Databricks Rudderstack MSFT Fabric
• CRM platforms (Salesforce HubSpot DealerSocket VinSolutions etc.)
• BI tools (Power BI Tableau)
• SQL Python and Excel
• Experience building and operationalizing multi-touch attribution models and integrating online/offline data sources.
• Strong analytical skills with the ability to work directly with large complex datasets and uncover actionable insights.
• Exceptional communication skills with the ability to influence non-technical stakeholders vendors and drive action through data storytelling.
• Highly organized detail-oriented and accountable with a bias toward action and measurable results.
• Passion for continuous testing optimization and performance improvement in a competitive retail environment.