Marketing Growth Strategy & Analytics Lead

NOCO is seeking a senior strategic leader to own marketing investment decisions and measurement across its marketing portfolio. The role leads growth strategy, marketing effectiveness, incrementality testing, and budget allocation across integrated media, paid performance, and affiliate marketing, while managing three channel leads.

Responsibilities:

• Develop and lead a holistic growth strategy that connects brand investment, customer acquisition, conversion, and broader business objectives
• Establish a clear framework for allocating marketing investment across channels, campaigns, audiences, and business priorities
• Evaluate the trade-offs between short-term performance and long-term growth to maximize the overall return on marketing investment
• Identify the biggest opportunities to accelerate customer growth, improve marketing efficiency, and unlock incremental revenue
• Translate business goals into measurable growth plans, investment priorities, and performance targets
• Partner with marketing leadership to guide budget planning, forecasting, and in-year investment decisions
• Challenge existing assumptions and channel-level optimization practices to ensure decisions are grounded in business impact rather than surface-level performance metrics
• Own the strategy and roadmap for measuring marketing effectiveness across the full funnel
• Lead the development and application of Marketing Mix Modeling (MMM) to understand the contribution of marketing channels, identify diminishing returns, and inform budget allocation
• Build a comprehensive view of marketing performance by connecting media investment to customer acquisition, revenue, and broader business outcomes
• Establish a consistent measurement framework that balances platform-reported metrics, attribution, incrementality, and longer-term business impact
• Partner with internal teams and external measurement partners to improve data quality, analytical capabilities, and confidence in marketing investment decisions
• Develop clear reporting and insights that help stakeholders understand not only what is performing, but why it is performing and what to do next
• Continuously evolve our measurement approach as marketing channels, consumer behavior, and advertising technology change
• Develop and own a structured testing and experimentation roadmap to measure the true incremental impact of marketing investment
• Design and oversee incrementality tests, including geographic experiments, audience holdouts, lift studies, and other appropriate methodologies
• Ensure learnings are documented, shared, and incorporated into future planning and investment decisions
• Provide strategic direction and analytical leadership across paid performance marketing, including paid social, AI search, and other acquisition-focused channels
• Partner with paid performance channel owners to establish growth targets, evaluate channel efficiency, and identify opportunities to improve customer acquisition
• Develop a clear understanding of customer acquisition costs, conversion rates, customer quality, revenue contribution, and the relationship between spend and incremental growth
• Identify opportunities to improve performance through changes in channel mix, audience strategy, creative investment, bidding, and budget allocation
• Work closely with the Integrated Media Lead to connect upper- and mid-funnel media investment with customer acquisition and business outcomes
• Help establish how channels such as CTV, podcasts, retail media, display, and OOH contribute to the broader growth strategy
• Partner with affiliate marketing to evaluate partner performance, understand incremental contribution, and optimize investment across the affiliate ecosystem
• Identify opportunities for channels to complement one another, improve overall marketing effectiveness, and reduce duplication or inefficient spending
• Ensure each marketing function has clear objectives while maintaining a unified view of total marketing performance
• Create decision frameworks that help answer practical investment questions, including where to scale spend, when to pull back, and how to prioritize competing opportunities
• Build forecasting and scenario-planning capabilities to model the potential impact of different marketing investment strategies
• Identify gaps in data, reporting, and measurement capabilities, and prioritize improvements that will meaningfully improve decision-making

Requirements:

• 10+ years of experience in growth strategy, marketing analytics, performance marketing, media effectiveness, or a related field, with experience leading complex cross-functional initiatives
• Strong expertise in Marketing Mix Modeling (MMM), incrementality measurement, experimentation, and marketing effectiveness
• Strong understanding of both upper-funnel brand investment and lower-funnel performance marketing, including how they work together to drive growth
• Experience evaluating paid media performance across channels such as paid social, TikTok Shop, search, retail media, programmatic display, and affiliate marketing
• Strong commercial acumen and an understanding of customer acquisition economics, including CAC, conversion, revenue contribution, and marketing efficiency
• Experience working with analytical models, measurement partners, and data-driven planning or forecasting tools
• Strong communication and storytelling skills, with the ability to make complex analytical findings accessible and actionable for senior leadership
• A balance of strategic thinking, analytical rigor, and practical execution