Summary
The Senior Manager of Data Sciences, Marketing leads the development and application of advanced analytics, data science, and measurement strategies to inform marketing decision-making and drive business growth. This role partners closely with Marketing, Digital, Product, and Technology teams to translate data into actionable insights that optimize performance, improve customer understanding, and maximize ROI.
The Senior Manager provides strategic and technical leadership while remaining closely connected to execution, guiding teams in use of data, experimentation, and modeling to support marketing effectiveness, scalability and continuous improvement.
ESSENTIAL DUTIES AND RESPONSIBILITIES include the following. Other duties may be assigned.
Predictive Modeling, Analytics & Decision Intelligence
- Build and maintain predictive models that anticipate churn, renewal likelihood, membership growth, product adoption, and segment-level shifts.
- Develop forecasting tools for membership revenue, retention patterns, and engagement trajectories.
- Use machine learning and statistical techniques to identify early warning signals of disengagement and drivers of member attrition.
- Continuously refine models based on new inputs, behavioral trends, external market conditions, and performance outcomes.
- Translate complex analytical results into actionable recommendations for marketing, membership, product, and executive leadership.
Membership Insights, Segmentation & Persona Architecture
- Serve as the organization's expert on member behavior, motivations, preferences, and trends, using advanced modeling and qualitative/quantitative research.
- Define, build, and continuously evolve comprehensive member personas, integrating psychographic, behavioral, demographic, and firmographic attributes.
- Develop advanced segmentation frameworks that support personalized journeys, targeted marketing, and differentiated membership value propositions.
- Identify patterns in member engagement across events, certifications, products, learning modules, and communications.
- Create insight-driven playbooks that help marketing, product, and sales teams tailor their strategies to member needs.
Unified Data Strategy & Infrastructure
- Own the enterprise-wide data strategy for membership, ensuring alignment across CRM, AMS, CDP, marketing automation, analytics, community platforms, and digital experience tools.
- Establish a single source of truth for membership and engagement data, ensuring consistency across dashboards, models, and reports.
- Oversee data governance, data hygiene, taxonomy, and tagging frameworks to ensure accuracy, reliability, and standardization.
- Partner with IT, digital, and product leaders to ensure systems integrate properly, support automation, and scale with organizational needs.
- Define requirements for data pipelines and architecture that support high-volume, multi-source data ingestion and processing.
Integrated Data Ecosystem & Third-Party Data Synthesis
- Design solutions that ingest and synthesize data from multiple internal systems as well as third-party and external sources (market data, professional datasets, firmographics, behavioral feeds).
- Integrate external benchmarks and industry data into membership models to contextualize performance and identify new opportunity areas.
- Evaluate and manage partnerships with data vendors, ensuring access to high-quality, relevant datasets that strengthen insights and predictions.
- Develop tools and frameworks that allow non-technical teams to access integrated, easy-to-understand dashboards and insight summaries.
- Ensure seamless data flow between marketing systems, service platforms, LMS, events systems, finance systems, and member experience tools.
Insight Delivery, Reporting & Cross-Functional Enablement
- Create dashboards, scorecards, and analytic views for marketing, membership, finance, product, events, and executive teams.
- Deliver insight briefings and data narratives that help leadership understand trends, risks, opportunities, and drivers of organizational performance.
- Partner with marketing teams to support segmentation-based campaigns, personalization frameworks, and targeted communication strategies.
- Collaborate with product and learning teams to identify unmet needs, new product opportunities, and areas for improving member value.
- Lead cross-functional insight workshops, training colleagues on data interpretation, persona use, and how to leverage analytics for decision-making.
CORE COMPETENCIES
Education & Experience
- Typically 7+ years experience, 1-3 years experience as a people leader preferred.
- Bachelor's degree required.
- Industry specific credential preferred.
Marketing Analytics & Data Science Leadership
- Leads the application of data science, advanced analytics, and modeling to marketing use cases.
- Translates complex data into actionable insights that inform marketing strategy and investment.
- Establishes analytical frameworks to measure marketing effectiveness and impact.
Data Strategy & Infrastructure Partnership
- Uses data, insights, and performance metrics to guide priorities and optimize results.
- Makes informed recommendations supported by analysis and business impact.
- Partners with Technology and Data teams to ensure data quality, accessibility, and governance.
- Supports the development and optimization of data pipelines, tools, and platforms.
- Ensures alignment between analytic capabilities and marketing needs.
Communicative Competence
- Communicates complex ideas clearly, concisely, and with appropriate context for senior leaders.
- Demonstrates sound judgement in written and verbal communications.
- Develops and delivers compelling presentations that align data, insights, and narrative.
- Translates performance metrics and strategy into clear, actionable takeaways.
- Presents recommendations with confidence, clarity, and logical structure.
Communication, Stakeholders & Visibility
- Negotiates & influences stakeholders.
- Manages & strengthens stakeholder relationships.
- Communicates & teams across functions.
- Communicates & translates highly complex material.
- Manages & strengthens internal and external relationships.
- Speaks to large groups in area of specialty.
Analytical Thinking & Problem Solving
- Evaluates key business challenges within function.
- Solves unique and complex problems with broad impact on the business; requires conceptual and innovative thinking to develop solutions with strategic importance to The IIA.
Knowledge & Skills
- Requires broad and comprehensive understanding of concepts and principles within own discipline and knowledge of others.
- Applies in-depth understanding of how own area of responsibility contributes to the achievement of The IIA's objectives.
- Key Skills: industry knowledge, public speaking, leadership skills, talent management, strategic thinking, problem solving, negotiating, consulting, communication.
Supervisory Responsibilities
Carries out supervisory responsibilities in accordance with the organization's policies and applicable laws. Responsibilities include interviewing, hiring, and training employees; planning, assigning, and directing work; appraising performance; rewarding and disciplining employees; addressing complaints and resolving problems.
Language Skills
Ability to respond to common inquiries or complaints from members, customers, volunteers, and individuals in the broader business community. Ability to consolidate data from a wide variety of sources, interpret its meaning, and present such information in a meaningful way to top management and/or volunteers.
Reasoning Ability
Ability to solve practical problems and deal with a variety of concrete variables in situations where only limited standardization exists. Ability to interpret a variety of instructions furnished in written, oral, diagram, or schedule form.
Computer Skills
Expert ability to work in a computerized environment with knowledge of Microsoft Office products. Web-related computer skills listed above.
