Associate Director, Marketing Performance & Audience Strategy

About This Role

An Associate Director, Marketing Performance & Audience Strategy defines and maintains the marketing measurement framework, delivers performance reporting, and owns the marketing audience strategy. This role involves building and prioritizing high-value segments from various data sources and partnering with channel and campaign teams to activate and measure their business impact. It also includes managing and developing a team of professionals.

Responsibilities

• Define and maintain the comprehensive marketing measurement framework including KPIs, attribution models, testing standards, and reporting to ensure performance is tracked consistently across campaigns and channels including web, email and digital advertising
• Deliver regular performance reporting and in-depth analyses that explain performance drivers and recommend actionable strategy recommendations
• Own the marketing audience strategy by building and prioritizing high-value segments from customer, behavioral, and third-party data, partnering closely with channel and campaign teams to activate these segments and measure their business impact
• Own the tracking approach for web and campaign pages by defining event and conversion tagging requirements, reviewing tagging setups for new launches
• Partner closely with the MarTech team to evaluate, implement, and optimize marketing tools (including CDP, CRM, and GA4/Google Tag Manager tracking setup), ensuring complete, consistent, and trusted data flows across the marketing ecosystem; partner with Data team to ensure the integrity, accessibility, and integration of campaign, web, and customer data across the marketing technology stack
• Manage, coach, and develop a team of onshore and offshore professionals
• Establish clear priorities and deliverables
• Act with integrity, professionalism, and personal responsibility to uphold KPMG's respectful and courteous work environment

Requirements

• Minimum eight years of recent experience in marketing, digital analytics or performance marketing
• Bachelor's degree from an accredited university, preferably in analytics, statistics, or a related quantitative field
• Strong analytical mindset with proven experience measuring marketing ROI and designing multi-channel attribution models
• Proven ability to build and deliver high-impact performance reporting and dashboards, translate complex data into clear, actionable narrative and strategic recommendations
• Working knowledge of Google Tag Manager, the data layer, and consent mode, with the ability to write tagging requirements and QA implementations
• Experience building audience segments in CDPs, DMPs, or ad platforms such as Adobe, Salesforce, Segment, Google, and others
• Applicants must be authorized to work in the U.S. without the need for employment-based visa sponsorship now or in the future