• Lead full-funnel analytics to guide media strategy, channel allocation, acquisition efficiency, retention performance, and multi-touch impact. • Partner with FP&A on budget planning, spend allocation, forecasting, and scenario modeling to maximize marketing ROI. • Oversee analytics for paid media, SEO/SEM, referral sources, CRM, and partnerships to improve acquisition, conversion, and retention. • Define and manage AFC’s marketing measurement, incrementality testing, and KPI frameworks. • Ensure strong data infrastructure, accuracy, and hygiene in partnership with IT/Data Engineering. • Lead AFC’s weekly cross-functional Traffic Meeting to unify insights across marketing, operations, staffing, and capacity, synthesizing the true drivers of week-over-week visit volume. • Develop frameworks that connect marketing activity to operational readiness, provider coverage, and appointment availability. • Translate insights into actionable recommendations for Marketing, Operations, and Field leadership. • Build and maintain a unified view of appointment inventory, capacity, utilization, and demand across corporate and franchise clinics. • Partner with Operations to align staffing, templates, and hours with expected demand, identifying bottlenecks and opportunities to unlock growth. • Ensure marketing investment is matched with bookable supply to maximize ROI and avoid wasted demand. • Own website and appointment funnel analytics, including landing pages, local pages, and platform flows (e.g., Solv). • Lead conversion rate optimization (CRO) efforts, partnering with Digital/UX on testing roadmaps to improve booking starts, completions, and show rates. • Develop clear KPIs, test hypotheses, and insights that drive measurable funnel improvements. • Build simple, unified dashboards that connect traffic, marketing performance, website conversion, and operational capacity. • Present insights to senior leadership, translating complex data into clear business decisions and growth strategies.