[Hiring] Director, Marketing Analytics @Tandem Diabetes Care

Role Description

The Director, Marketing Analytics owns the end-to-end measurement and insights approach for healthcare provider (HCP) marketing and patient marketing from awareness and engagement through lead capture, qualification, field conversion, therapy starts/orders, and retention/renewal. This role will build a measurement framework that ties marketing activity to downstream commercial outcomes, in tight partnership with Sales and Commercial Analytics COE. This role establishes a pragmatic but rigorous approach to attribution, incrementality, segmentation/targeting, and test-and-learn, while ensuring KPI consistency, scalable self-serve reporting, and strong measurement discipline across teams.

The Director, Marketing Analytics at Tandem is also responsible for:

• Building and owning a single measurement framework across (HCP) and patient journeys that connects marketing touchpoints to commercial outcomes (e.g., qualified leads, referral/pipeline proxies, orders/starts, renewals).
• Standardizing key performance indicator (KPI) definitions and calculation logic with the Center of Excellence and Commercial Analytics leaders, including:
  • Patient: Cost per lead (CPL), customer acquisition cost (CAC), conversion rates by stage, time-to-convert, cost per start/order proxy, retention/renewal proxies.
  • HCP: Engagement and activation, program impact, account lift proxies, cost per engaged/activated HCP, funnel velocity to downstream outcomes.
• Establishing a weekly operating view and a monthly executive scorecard.
• Designing and maintaining a transparent, world-class attribution approach across channels and activities:
  • Patient acquisition and nurture (paid search, social, email, web/app engagement, education content)
  • HCP programs (conferences, speaker programs, education programs, targeted outreach, account-based initiatives)
• Driving the roadmap from rules-based attribution to multi-touch approaches to incrementality/causal measurement (holdouts, geo tests, matched markets, phased rollouts where feasible).
• Partnering with Finance/Marketing leadership to build return on investment (ROI) frameworks that inform budget allocation, channel mix decisions, and marginal ROI discussions.
• Developing and improving segmentation/targeting strategies for HCPs and patients.
• Creating and operationalizing lead scoring/propensity models and journey triggers (partnering with Commercial Analytics and IT/Data Analytics Teams).
• Translating insights into execution via customer relationship management (CRM) systems and marketing automation platforms.
• Mapping and measuring the patient funnel end-to-end; identifying where/why patients stall or drop.
• Sizing the biggest conversion and efficiency opportunities and translating into prioritized actions with clear owners and expected impact.
• Owning measurement readiness: campaign taxonomy, tagging standards (UTMs), event definitions, instrumentation strategy, and data quality monitoring.
• Partnering with IT/Data/COE to build scalable assets: marketing data mart, identity resolution approach (privacy-safe), standardized dashboards and self-serve reporting.
• Ensuring analytics practices align with regulated environment expectations (consent, privacy-safe measurement, MLR realities).
• Delivering executive-ready insights: what happened, why, what to do next, expected impact, and how we’ll measure it.
• Facilitating a monthly Growth/Performance review with Marketing + Sales Analytics + COE to drive decisions (budget shifts, program optimization, funnel fixes).

Qualifications

• Strong understanding of go-to-market (GTM) processes and commercial systems (e.g., Salesforce/CRM, BI tools, modern data stacks).
• Ability to simplify data complexity, drive alignment and convert insights into action.
• Experience integrating third-party datasets and solving identity resolution/master data challenges preferred.
• Familiarity with forecasting, experimentation/causal inference, and marketing measurement approaches preferred.
• Skilled at effectively communicating department or area issues and results within and across functional areas and conducting presentations of technical information concerning specific projects or timelines.
• Skilled at effectively leading a cooperative team effort and organizing resources to achieve team goals.
• Proven experience building performance measurement systems across multiple channels and journeys (HCP and patient marketing).
• Strong command of funnel analytics, KPI design, and attribution/ROI approaches; comfort with imperfect data and ambiguity.
• Business intelligence experience using systems such as Tableau, Power BI or Looker required; Experience with Python or R strongly preferred.
• Demonstrated ability to influence senior stakeholders across Marketing, Sales/Commercial, Finance and Strategy with clear recommendations.
• Incrementality testing / causal inference experience (matched markets, holdouts, quasi-experiments).
• Experience with Marketing Mix Methodologies and other budget optimization approaches.
• Excellent analytical skills and deep familiarity with CRM and marketing automation ecosystems (e.g., Salesforce + Eloqua, Marketo, and Marketing Cloud) as well as common media platforms such as Google, Bing, Meta, YouTube, and TikTok.
• Experience partnering with Strategy and Finance on Annual Operating Plan and Strategic Planning.
• Strategic thinking, analytical rigor, business judgment, structured problem solving, stakeholder leadership, executive storytelling, measurement discipline, and a “build the system” data-product mindset.

Requirements

• Bachelor’s degree (B.A/B.S.) in related field or combination of equivalent education and applicable work experience.
• 10 years in marketing and digital analytics.
• 5 years prior experience leading/supervising a marketing or analytics department and associated staff strongly preferred.
• Experience working in Medical Technology, Pharmaceuticals or Healthcare strongly preferred.

Benefits

• The starting base pay range for this position is $174,100 - $221,900 annually.
• Base pay will vary based on job-related knowledge, skills, experience and may also fluctuate depending on candidate’s location and the overall job market.
• In addition to base pay, Tandem offers a competitive compensation package that includes bonus and a robust benefits package.
• Tandem offers health care benefits such as medical, dental, vision available your first day, as well as health savings accounts and flexible saving accounts.
• You’ll also receive 11 paid holidays per year, unlimited PTO and you will have access to a 401k plan with company match as well as an Employee Stock Purchase plan.