• Advise on and implement the marketing analytics data and technology ingestion, consolidation, and visualization strategy, defining how platforms, data flows, and measurement systems work together to support campaign execution, optimization, and scale. • Lead day-to-day data and MarTech operations, including platform integrations, tagging and tracking standards, data governance, and ongoing QA to ensure reliable, compliant, and actionable data. • Ensure the marketing data and technology environment meets privacy, security, and compliance requirements while maintaining data quality and operational continuity. • Design and maintain performance intelligence dashboards in Domo that translate marketing, program, and third-party macro data into clear, decision-ready views of campaign effectiveness and resident uptake. • Develop insight-driven data visualizations that surface trends, outliers, and opportunities, telling a coherent performance story for non-technical stakeholders. • Conduct ad-hoc analyses and modeling to answer priority business questions, generate actionable recommendations, and inform optimization strategies that drive resident uptake of State programs and services. • Build and maintain Domo datasets, data flows, and transformations, including connecting source systems through ETLs and managing data validation processes to ensure data accuracy and reliability. • Build models using advanced calculations to support scalable analysis and reporting of metrics, and marketing campaign performance data. • Monitor and troubleshoot data pipelines and dashboards, proactively identifying issues and ensuring timely, trusted data for stakeholders. • Implement and maintain a new incrementality framework, including a retrospective analysis of a long-term campaign’s data to estimate lift and establish stable coefficients for planning, forecasting, and evaluation. • Translate lift estimates into a forward-looking impact model that supports ongoing performance measurement, validation, and decisions about campaign scale. • Build and maintain a Media Mix Model (MMM) that incorporates historical performance, incrementality, and scenario planning to simulate budget shifts and forecast ROI. • Design data intelligence dashboards to monitor incremental impact in near real time, enabling optimization and scaling across paid media channels. • Operationalize incrementality and MMM as repeatable, automated, and actionable measurement products across paid media campaigns, integrating concept testing and Lean Data Survey results to “close the loop” on awareness and other untrackable media and directly inform planning and optimization decisions. • Define and implement the data, rules, and logic that power dynamic creative generation, ensuring outputs are aligned with audience needs, campaign objectives, and performance insights. • Collaborate with internal teams and external partners to align analytics and measurement with campaign objectives and channel strategies, and testing plans. Ensure effective implementation of analytics tools and data architectures to support campaign execution, performance measurement and operational needs. • Act as a strategic analytics partner to State stakeholders and vendors, translating measurement requirements into clear technical specifications and ensuring data solutions support timely decision-making. • Provide guidance, training, and ongoing support to State stakeholders on best practices for data collection, reporting, and interpretation to enable self-service insights and stronger campaign outcomes. • Work with various teams and initiatives to execute additional duties and responsibilities to advance the Office of Innovation’s mission and work.