Vice President, Marketing Analytics
Apply NowCompany: Action Behavior Centers
Location: Austin, TX 78745
Description:
Vice President, Marketing Analytics
Action Behavior Centers
Action Behavior Centers (ABC) is the largest and leading provider of Applied Behavior Analysis (ABA) therapy in the country. With more than 350 clinic, home, and school programs, ABC services thousands of pediatric patients. Through our passionate clinical team of more than 1,500 Board Certified Behavior Analysts, Clinical Psychologists, and 10,000 paraprofessionals (RBTs and Behavior Therapists), our community is devoted to improving the lives of children on the spectrum.
ROLE OVERVIEW:
The Vice President of Marketing Analytics will be a strategic leader responsible for developing and scaling the marketing analytics function to drive ad spend performance across ABC's lead generation engine. This includes building a robust attribution ecosystem, guiding strategic decision-making across paid marketing channels - with multi-location execution - and creating visibility into channel performance and funnel efficiency. This role is critical to ensuring ABC's growth by delivering actionable insights that improve patient acquisition efficiency and ROI. The role will architect and oversee ABC's multi-touch attribution strategy, develop scalable media mix models, and implement advanced reporting tools to evaluate performance across digital and offline channels. They are the insight engine to measure what's working and ensure we're investing in the right places. As a key member of the marketing leadership team, the role will be responsible for creating a culture of data-informed decision making, partnering cross-functionally with Marketing, IT, Finance, Operations, and external agencies to drive alignment between marketing investments and business outcomes.
KEY RESPONSIBILITIES:
Design and own ABC's attribution framework, including the buildout of multi-touch attribution (MTA) and integration into reporting tools, CRM, and marketing automation systems.
Partner with an agency to develop and manage media mix modeling (MMM) to guide investment strategies across markets, regions, and local centers.
Optimize channel-level spend across paid search, social, programmatic, streaming audio/video, and direct response.
Build a comprehensive reporting infrastructure, including robust dashboards and KPI scorecards to monitor lead generation, spend allocation, cost-per-lead (CPL), lead-to-start conversion rates, and channel effectiveness.
Analyze lead generation and the full marketing funnel performance across markets, regions, local centers, campaigns, and patient types - identifying opportunities to improve lead volume, lead quality, conversion, and starts - by determining how much to spend, where to spend it, and why.
Guide spend allocation strategy and budget recommendations using historical performance and predictive models, working closely with Finance and the CMO during planning cycles.
Partner with cross-functional teams, including Ops, to align marketing attribution and budget planning with new patient goals, ensuring transparency from lead source to patient outcomes.
Foster a culture of excellence, innovation, and cross-functional partnership.
Serve as a strategic thought partner to marketing leadership, supporting test design, pilot evaluations, A/B testing, and new channel measurement.
Collaborate with Creative Services and Integrated Marketing teams to deliver insights for continuous improvement
Ensure clear, timely communication of analytic insights to both technical and non-technical audiences.
Oversee vendor and tool selection for data integration, analytics, and attribution platforms
QUALIFICATIONS:
10+ years of experience in marketing analytics, preferably in high-growth healthcare, with a track record of building attribution models and media mix frameworks in performance-driven environments.
Strong understanding of lead generation funnels, digital campaign metrics, and healthcare customer journeys (multi-location healthcare or multi-site retail experience required).
Hands-on experience with GA4, Looker Studio, Tableau, Marketing Cloud Intelligence, and SQL; familiarity with HubSpot, Salesforce, or similar CRM tools.
Experience managing multi-million-dollar annual marketing budgets.
Must be an organized and motivated self-starter with strong interpersonal skills who thrives on working in a fast-paced team environment.
Ability to solve practical problems and deal with a variety of concrete variables in situations where only limited standardization exists.
Proven ability to influence executive stakeholders and clearly communicate data-driven recommendations.
Experience leading cross-functional analytics teams and scaling infrastructure.
Bachelor's degree required (Statistics, Marketing, Economics, Data Science preferred).
Join us and become part of a team changing lives every day.
See what others have said when they made the decision to grow with us!
Glassdoor
LinkedIn
Copyright 2025
Action Behavior Centers
Action Behavior Centers (ABC) is the largest and leading provider of Applied Behavior Analysis (ABA) therapy in the country. With more than 350 clinic, home, and school programs, ABC services thousands of pediatric patients. Through our passionate clinical team of more than 1,500 Board Certified Behavior Analysts, Clinical Psychologists, and 10,000 paraprofessionals (RBTs and Behavior Therapists), our community is devoted to improving the lives of children on the spectrum.
ROLE OVERVIEW:
The Vice President of Marketing Analytics will be a strategic leader responsible for developing and scaling the marketing analytics function to drive ad spend performance across ABC's lead generation engine. This includes building a robust attribution ecosystem, guiding strategic decision-making across paid marketing channels - with multi-location execution - and creating visibility into channel performance and funnel efficiency. This role is critical to ensuring ABC's growth by delivering actionable insights that improve patient acquisition efficiency and ROI. The role will architect and oversee ABC's multi-touch attribution strategy, develop scalable media mix models, and implement advanced reporting tools to evaluate performance across digital and offline channels. They are the insight engine to measure what's working and ensure we're investing in the right places. As a key member of the marketing leadership team, the role will be responsible for creating a culture of data-informed decision making, partnering cross-functionally with Marketing, IT, Finance, Operations, and external agencies to drive alignment between marketing investments and business outcomes.
KEY RESPONSIBILITIES:
Design and own ABC's attribution framework, including the buildout of multi-touch attribution (MTA) and integration into reporting tools, CRM, and marketing automation systems.
Partner with an agency to develop and manage media mix modeling (MMM) to guide investment strategies across markets, regions, and local centers.
Optimize channel-level spend across paid search, social, programmatic, streaming audio/video, and direct response.
Build a comprehensive reporting infrastructure, including robust dashboards and KPI scorecards to monitor lead generation, spend allocation, cost-per-lead (CPL), lead-to-start conversion rates, and channel effectiveness.
Analyze lead generation and the full marketing funnel performance across markets, regions, local centers, campaigns, and patient types - identifying opportunities to improve lead volume, lead quality, conversion, and starts - by determining how much to spend, where to spend it, and why.
Guide spend allocation strategy and budget recommendations using historical performance and predictive models, working closely with Finance and the CMO during planning cycles.
Partner with cross-functional teams, including Ops, to align marketing attribution and budget planning with new patient goals, ensuring transparency from lead source to patient outcomes.
Foster a culture of excellence, innovation, and cross-functional partnership.
Serve as a strategic thought partner to marketing leadership, supporting test design, pilot evaluations, A/B testing, and new channel measurement.
Collaborate with Creative Services and Integrated Marketing teams to deliver insights for continuous improvement
Ensure clear, timely communication of analytic insights to both technical and non-technical audiences.
Oversee vendor and tool selection for data integration, analytics, and attribution platforms
QUALIFICATIONS:
10+ years of experience in marketing analytics, preferably in high-growth healthcare, with a track record of building attribution models and media mix frameworks in performance-driven environments.
Strong understanding of lead generation funnels, digital campaign metrics, and healthcare customer journeys (multi-location healthcare or multi-site retail experience required).
Hands-on experience with GA4, Looker Studio, Tableau, Marketing Cloud Intelligence, and SQL; familiarity with HubSpot, Salesforce, or similar CRM tools.
Experience managing multi-million-dollar annual marketing budgets.
Must be an organized and motivated self-starter with strong interpersonal skills who thrives on working in a fast-paced team environment.
Ability to solve practical problems and deal with a variety of concrete variables in situations where only limited standardization exists.
Proven ability to influence executive stakeholders and clearly communicate data-driven recommendations.
Experience leading cross-functional analytics teams and scaling infrastructure.
Bachelor's degree required (Statistics, Marketing, Economics, Data Science preferred).
Join us and become part of a team changing lives every day.
See what others have said when they made the decision to grow with us!
Glassdoor
Copyright 2025