Director, Marketing Analytics & Strategy

Organization Overview 
 
UNICEF USA (“UUSA” or “We”) relentlessly pursues a more equitable world for every child, upholding the rights of all children and empowering every child, everywhere. We also support the fundamental belief that children should have a voice and role in shaping their futures and the futures of their communities.

Over eight decades, the United Nations Children’s Fund (UNICEF) has built an unprecedented global support system for the world’s children, and has boldly taken on the biggest, seemingly impossible challenges facing children. UNICEF relentlessly works day in and day out to deliver the essentials that give every child an equitable chance in life: health care and immunizations, safe water and sanitation, nutrition, education, emergency relief and more. UNICEF USA advances the global mission of UNICEF by rallying the American public to support the world’s most vulnerable children.
 

We know that sustainable change is attainable, but it can’t be achieved alone. It takes a committed team – individuals, governments, corporations, volunteers and staff – who demonstrate a relentless commitment to working tirelessly, day in and day out in some of the toughest, hardest to reach places. Big problems need big solutions, and we harness our collective, global voice and energy to do more good, in more places for children.  We will never stop supporting UNICEF to develop smarter, more cost-effective solutions; scaling up proven, data-driven programs; and harnessing new technologies to create measurable change for children.
 

UUSA is organized under the laws of New York State as a not-for-profit corporation. As such, UUSA is a tax-exempt organization as defined under Section 501C(3) of the Internal Revenue Code and is governed by an independent, non-salaried Board of Directors.
 

Position: Director, Marketing Analytics & Strategy

Location: Nationwide/Remote

Salary: The estimated salary range for this role is $102,310 - 133,000. This represents UUSA's good faith and reasonable estimate of the range of possible compensation at the time of posting. Actual pay will vary based on various factors, including but not limited to organizational budgets, qualifications, experience, specialized skills, and training.

 

Position Description

The Director, Marketing Analytics & Strategy leads UNICEF USA’s approach to full-funnel marketing measurement, insights, and marketing data governance. This role is responsible for ensuring that marketing campaigns and initiatives—across paid, owned, and earned channels—are measured using clear, consistent definitions, reliable data, and a shared interpretive framework that supports decision-making.

The Director serves as the strategic owner of marketing measurement and web analytics, connecting marketing strategy, execution, and performance insights. This includes governing marketing-facing KPI definitions, metadata and UTM taxonomy, and measurement workflows, while partnering closely with Enterprise Technology on feasibility, implementation, and data quality resolution.

Operating within the Marketing & Communications Center of Excellence (MarComms COE) model and a lean resourcing environment, this role balances strategic leadership with hands-on judgment-driven work. The Director manages an Assistant Director and a Junior Marketing Data Analyst and acts as a consultative partner to Integrated Marketing, Brand, Direct Response/Digital Fundraising, Philanthropy, and external agency teams.

 

Position Responsibilities

 

Marketing Measurement Strategy, Insights & Interpretation (55%)

• Own and evolve the marketing measurement strategy across campaigns and initiatives, including full-funnel KPI definition, funnel alignment, and interpretive standards.
• Advance full-funnel analytics by connecting awareness, engagement, consideration, and conversion signals into coherent, decision-relevant insights.
• Synthesize quantitative and qualitative data into clear, executive-ready narratives that explain what happened, why it happened, and what actions should be taken.
• Serve as a strategic analytics advisor to senior Marketing and Communications stakeholders, guiding performance interpretation and measurement decisions.
• Establish consistent measurement planning and reporting approaches to reduce ad-hoc reporting and retrofitted KPIs.

 

Web Analytics, UTM Governance & Intake Translation (30%)

• Lead governance of marketing-specific measurement standards, including UTM taxonomy, tagging conventions, and documentation, in partnership with the Technology Division.
• Conduct regular UTM data-quality audits and drive remediation of upstream tagging or data capture issues in coordination with technical partners.
• Lead implementation oversight and ongoing administration of the tool or platform used to create and manage UTMs.
• Define marketing-facing web analytics needs and success metrics (e.g., key GA4 KPIs and measurement questions), and oversee implementation and quality assurance in partnership with the appropriate technical owner.
• Serve as the primary MarComms point of contact to Enterprise Tech for cross-domain analytics requests, translating marketing-originated business questions that involve web and fundraising data into clear requirements, dependencies, and escalation paths.

 

Cross-Functional Partnership & Team Leadership (15%)

• Manage and mentor the Assistant Director and Junior Marketing Data Analyst, providing prioritization, role clarity, and professional development.
• Partner with MarComms teams, Philanthropy, Enterprise Technology, and external agency partners across the organization to ensure measurement approaches scale consistently across initiatives and divisions.
• Collaborate with Enterprise Technology on enterprise analytics products (e.g., dashboards) to ensure alignment with marketing-facing definitions, while recognizing that enterprise canonical definitions remain owned by Enterprise Technology.
• Contribute to the continued maturation of the Marketing Analytics function by improving workflows, documentation, and cross-team alignment.

All other duties and responsibilities, as assigned. 

Qualifications:

• Bachelor’s degree required; advanced degree preferred.
• 10+ years of experience in marketing analytics, measurement, or data-driven marketing strategy.
• Demonstrated experience designing and interpreting full-funnel measurement approaches.
• Strong understanding of web analytics, marketing data ecosystems, and measurement governance (e.g., GA4, tagging frameworks, BI tools), with the ability to partner credibly with technical teams.
• Proven ability to translate complex data into clear, actionable insights for both technical and non-technical audiences.
• Experience leading or mentoring analytics professionals in a collaborative, cross-functional environment.

Strong consultative, communication, and stakeholder-management skills, with the ability to productively challenge assumptions and guide ambiguous conversations

 

Don’t meet every single requirement? That’s okay. UNICEF USA values diverse experiences and we’re always looking for people who will add to our culture and further our mission. If you are excited about this role and unsure about whether your past experience aligns with the job description, we encourage you to apply anyway.
 

Must possess current and valid US Work Authorization and be eligible to work for any US employer without sponsorship.

Due to the high volume of applications received, only those selected for an interview will be contacted. UNICEF USA is proud to be an Equal Opportunity Employer
We do not discriminate based upon race, religion, color, national origin, sex (including pregnancy, childbirth, reproductive health decisions, or related medical conditions), sexual orientation, gender identity, gender expression, age, status as a protected veteran, status as an individual with a disability, genetic information, or other applicable legally protected characteristics. We also consider qualified applicants with criminal histories, consistent with applicable federal, state, and local law. UUSA is committed to providing reasonable accommodations for qualified individuals with disabilities and disabled veterans in our job application procedures. If you need assistance or accommodation due to a disability, you may contact us at peopleandculture@unicefusa.org.