Senior Director, Marketing Analytics & Data

We are looking for a

Senior Director, Marketing Analytics \& Data

who leads with insight, not infrastructure. Your primary job is to understand who our donors are, who our future donors will be, and what it takes to convert them. You will build the models, the measurement frameworks, and the intelligence layer that allow our Growth team to spend confidently and scale decisively.

The right person for this role has spent their career answering hard questions about human behavior — who converts, who churns, who gives again, and why. They are equally comfortable presenting a propensity model to the CEO and writing the SQL that powers it.

The Opportunity

AFC Scholarship Fund is building the national donor acquisition engine for the Education Freedom Tax Credit, launching January 1, 2027\. We are entering 2026 with a greenfield data infrastructure. We are in the process of building out our MarTech Stack. No legacy dashboards to explain. Just a blank canvas and a mandate to build something that actually drives decisions.

1\. Donor Intelligence \& Predictive Modeling

This is the core of the role. You will build the intelligence layer that tells us who is most likely to give, when to reach them, and through what channel.

• Develop donor propensity models that score individuals on likelihood to convert, upgrade, and retain — using behavioral, demographic, and third-party data signals

• Integrate external data sources including consumer datasets, tax indicators, and voter file data to enrich audience intelligence

• Build and maintain audience segmentation frameworks that translate model outputs into actionable targeting strategies

• Develop lookalike audience logic and seed audience criteria that can be activated through direct mail, CRM sequencing, and paid media channels

• Analyze donor behavior patterns, cohort performance, and lifecycle signals to identify what actually drives long-term donor value

2\. Marketing Analytics \& Performance Measurement

You will own the measurement frameworks that tell us whether our marketing is working and where to put the next dollar.

• Monitor and analyze key acquisition economics — CPL, CAC, CPA, ROAS, donor conversion rates — across all channels

• Build forecasting and scenario models that translate marketing performance into capital allocation decisions

• Develop cohort analysis that tracks how different audiences, channels, and messages perform over a full donor lifecycle

• Design attribution frameworks that give the Growth team a clear, defensible view of what is driving results

• Translate complex analytics into clear, executive-ready insights that inform quarterly and annual planning

• Build and maintain weekly marketing performance dashboards tracking campaign spend, lead volume, CPL, CAC, and conversion rates across channels

• Own the recurring reporting cadence for the Growth team and senior leadership, translating weekly data into clear performance narratives

3\. MarTech \& Data Architecture

You will have the technical range to build and own the underlying systems — but the systems serve the intelligence, not the other way around.

• Build and maintain the data pipelines, warehouse models, and CDP integrations that power donor analytics

• Design and own the end-to-end data architecture that connects lead capture, engagement tracking, and campaign activation into a coherent system

• Ensure clean data flows across Segment, Snowflake, HubSpot, and Iterable so that insights can be acted on quickly

• Own UTM governance, campaign attribution frameworks, and event tracking standards

• Implement reverse ETL pipelines that activate model outputs back into marketing systems

• Evaluate, recommend, and implement new tools as the stack evolves — dashboarding, identity resolution, enrichment, and integration platforms

4\. Strategic Insight \& Leadership Partnership

You will be a trusted partner to the Head of Growth and the executive team — not a back-office function.

• Present findings and recommendations directly to senior leadership, connecting data to decisions

• Contribute to scenario modeling and forecasting for donor acquisition campaigns

• Shape the analytics roadmap as the organization scales toward national donor growth in 2027–2028

• Act as the internal expert on growth measurement, audience intelligence, and marketing data quality

What This Role Is Not

This is not a director-level role where you set strategy and hand requirements to a team. In 2026, you are the team. There is no analyst under you, no engineer standing up pipelines on your behalf. You build the dashboards. You write the SQL. You train the models. The role may grow into a team lead in 2027 and beyond, but the right person for this seat is someone who finds that exciting, not limiting.

Required Experience

• 8–10\+ years in growth analytics, marketing analytics, or customer intelligence roles

• Demonstrated experience building and deploying propensity models, customer scoring systems, or predictive models used in real acquisition or retention campaigns

• Strong track record connecting analytical output to marketing strategy and capital allocation decisions

• Experience with marketing performance measurement — attribution, CPL/CAC/ROAS frameworks, funnel analytics, cohort analysis

• Hands-on SQL proficiency — you write the queries yourself

• Experience working with CRM platforms (HubSpot or Salesforce), CDPs (Segment or similar), and lifecycle marketing tools

• Ability to present complex analytical findings to senior leadership clearly and persuasively

• Comfort operating as a hands-on builder in a greenfield environment with no inherited infrastructure

• A track record of commitment — tenure patterns that reflect sustained investment, not short rotations

Strongly Preferred

• Experience integrating third-party data sources — consumer datasets, voter file, wealth screening — into audience models

• Experience in direct response marketing, fundraising analytics, subscription acquisition, or donor development

• Familiarity with modern data warehouse environments (Snowflake, BigQuery, or similar)

• Experience with dbt or similar transformation frameworks

• Experience in nonprofit, advocacy, political, or mission-driven organizations

• Familiarity with direct mail and offline activation strategies for audiences that cannot be deployed directly to paid media platforms

Who You Are

• A growth intelligence professional who leads with insight and backs it with rigorous modeling

• Someone who has spent their career trying to understand what makes a specific person take a specific action — and building systems that act on that understanding

• Equally comfortable in a data warehouse and in a boardroom presentation

• Highly detail-oriented with a strong instinct for data integrity and measurement rigor

• Mission-aligned and motivated by the opportunity to expand educational access for families across the country