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 YOU’LL 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

• Bachelor’s degree in Marketing Analytics, Data Science, Business, or related field (Master’s 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.