The OpportunityThe Lead Marketing Analyst is the senior individual contributor for marketing measurement and runs it as an independent staff function serving the Carrier, Broker, Shipper, Convoy, and Outgo segments. This person sets the standard for what marketing measures and why. The role partners closely with external agencies, Business Applications on Salesforce, and the Marketing Data Engineer who builds the pipelines this person specifies.
What You'll Do- Own the marketing measurement roadmap across all five segments and set the standards for what is measured and how results are reported.
- Build and maintain the closed-loop attribution model: GCLID capture at form fill, Salesforce lead mapping, Snowflake cohort modeling, and offline conversion upload to Google Ads and Microsoft Ads.
- Design and run incrementally and brand-lift tests
- Establish and defend segment-level CPL, CAC, and LTV ceilings using cohort math and confirmed gross margin inputs.
- Partner with Business Applications on Salesforce lead plumbing, field mapping, and data quality at the point of capture.
- Translate platform-reported metrics into revenue-grounded reporting, and call out where platform numbers are directional rather than reconciled to real wins.
- Build dashboards in the approved BI layer that segment leaders and Finance use without translation.
- Direct the Marketing Data Engineer on pipeline construction, GCLID infrastructure, and warehouse modeling.
- Provide analytical support to the paid, lifecycle, and content channels, including test design, holdouts, and readouts.
- Represent marketing measurement in cross-functional forums with RevOps, Finance, and the segment marketing leads.
The Skills and Experience You'll Bring- 8+ years in marketing analytics, performance marketing analytics, or a closely related measurement function, including multi-touch and closed-loop attribution.
- Demonstrated ownership of an offline conversion import into Google Ads and Microsoft Ads, or equivalent server-side conversion infrastructure.
- Fluency in Salesforce as a marketing data source: lead and opportunity objects, campaign attribution, and data quality practice.
- Strong SQL and hands-on experience with a cloud data warehouse; Snowflake preferred, BigQuery acceptable.
- Working knowledge of GA4 and Google Tag Manager, including event and conversion instrumentation.
- Experience designing and interpreting incrementality, holdout, or brand-lift tests.
- Ability to build reporting that non-analysts trust and to communicate uncertainty honestly to executive audiences.
- Bachelor's degree in a quantitative, business, or marketing field, or equivalent practical experience.
*This position is not eligible for visa sponsorship**
For Washington-based candidates, in compliance with the Washington State Pay Transparency Law, the salary range for this role is $140,000.00 - $203,000.00 + target bonus. DAT considers factors such as scope and responsibilities of the position, candidate's work experience, education and training, core skills, internal equity, and market and business elements when extending an offer.
