Director, Go-to-Market Marketing Analytics

Director, GTM Marketing Analytics

The Director of Go To Market (GTM) Analytics is a strategic, high-visibility leader responsible for driving data-informed decision-making across Amex GBT’s global growth engine. This role oversees insights, performance analytics, forecasting, and optimization across Marketing, Sales, and Client Management motions. You will partner closely with leaders in Commercial, Marketing, Revenue Management, Product, Decision Analytics, and Finance to build an integrated view of GTM effectiveness and accelerate revenue growth.

This role requires a blend of commercial acuity, marketing science expertise, and deep analytical leadership. It is ideal for someone who can zoom out to set strategy and zoom in to challenge assumptions, interrogate data, and operationalize insights.

What You’ll Do

1. GTM Performance Management & Insights

• Own the end-to-end measurement framework for Amex GBT’s GTM engine, spanning demand generation, pipeline progression, sales productivity, client adoption, and retention
• Partner with Marketing, Sales, and Client Management teams to assess program impact and optimize channel mix, targeting, segmentation, and investment decisions
• Lead monthly and quarterly business reviews with actionable insights, trend analysis, and executive-ready narratives

2. Forecasting, Planning & Target Setting

• Build and continuously refine revenue-adjacent forecasting models aligned to marketing contribution, sales motions, and customer expansion
• Partner with Finance and Revenue Management on budget planning, scenario modeling, and goal setting
• Identify GTM-specific drivers of performance variance and provide recommendations to close gaps

3. Analytics Strategy & Roadmap

• Develop a cohesive analytics roadmap covering attribution, experimentation, segmentation, predictive scoring, funnel intelligence, and customer value modeling
• Define data requirements and partner with Data Engineering and Decision Analytics to improve data accessibility, quality, and structure
• Champion a culture of measurable impact, experimentation, and evidence-based decision-making

4. Audience Strategy, Targeting & Market Insights

• Define and continuously refine audience strategy, including addressable opportunity sizing, ICP development, and high-value segment identification
• Partner with stakeholders across Marketing, Commercial and Decision Analytics to translate segmentation and behavioral insights into actionable targeting strategies across the full bowtie funnel
• Identify growth opportunities by analyzing engagement patterns, buying committees, account behaviors, and customer lifecycle signals to inform channel allocation, campaign design and sales motions
• Build an integrated view of prospect intent and customer value indicators to ensure consistent, data-driven activation, personalization, and prioritization across GTM teams

5. Cross-Functional Leadership & Collaboration

• Serve as the analytical “center of gravity” for GTM decisions across Commercial
• Translate complex analytics into clear guidance for executives and ops teams
• Partner with MarTech, Digital, and Data Science to operationalize analytical outputs into automated workflows (e.g., scoring models, dashboards, triggers)

6. Team Leadership & Development

• Lead and grow a team of analysts and data stewards across performance analytics, forecasting, and insights
• Set analytical standards, including methodologies, governance, and storytelling best practices
• Foster a high-performance, collaborative, and inclusive team culture

What We’re Looking For

• 15+ years in analytics roles spanning Marketing, Sales Ops, Revenue Operations, or Business Intelligence
• Strong understanding of GTM concepts: attribution, funnel performance, ROI modeling, segmentation, lifecycle analytics, pipeline and forecasting
• Experience in travel, SaaS, or subscription-based business models highly preferred
• People leadership within a global environment required
• Proven ability to translate analytics into executive-level strategic recommendations
• Experience leading analytics functions in a complex global B2B environment
• High comfort working with large datasets, BI tools (Tableau, Power BI, Looker), and CRM/Marketing Ops systems (Salesforce, Marketo, HubSpot or similar)
• Exceptional communication, storytelling, and stakeholder management skills
• Familiarity with predictive modeling, machine learning concepts, and experimentation design
• Background in consulting or a senior analytics role supporting C-suite stakeholders