Director, Marketing Data Measurement Lead

Director, Measurement

American Public University System, Inc.

The Measurement Lead (Director) sits within Marketing Intelligence & Data, reports to the Data Leader, and owns how APEI measures the true impact of marketing. They are accountable for attribution, marketing mix and incrementality measurement, and for the test-and-learn standards used across Pods, ensuring every test has an agreed measurement plan and readout. Their work gives the CMO and Finance a trusted view of which channels, campaigns and offers drive incremental starts, and feeds the forward-looking “steering wheel” and annual spend plan. 

Responsibilities:

• Owns the marketing measurement framework
• Define the measurement framework and KPI definitions from spend to starts, aligned with Finance and the Data Leader.
• Build and maintain attribution and marketing mix models (MMM) to estimate ROI and marginal returns by channel and market.
• Design incrementality studies (e.g., geo holdouts, lift tests, matched markets) to validate models and awareness media.
• Translate results into response curves and budget recommendations for the steering wheel and annual spend plan.
• Sets test-and-learn standards across the Pods
• Own the measurement playbook: test design, sample size, stat-sig thresholds, test duration and “call” criteria.
• Review measurement plans for all major tests; coach Pod Measurement
• Leads and Test Leads on test design.
• Run the measurement control tower: one tracker of tests, results and KPIs with a regular review cadence.
• Synthesize learnings across tests into a shared knowledge base so wins are scaled across divisions.
• Drives evidence-based decisions with leadership
• Deliver regular (e.g., quarterly) measurement readouts with clear implications for investment and next year's plan.
• Partner with Paid Media and agencies to validate platform-reported results and improve conversion signals to platforms.
• Ensure tracking integrity with MarTech (tagging, UTMs, lead-to-start matching in the CRM).
• Update the CGMO, Finance and stakeholders on progress against goals.
  Performs other duties as assigned.

 POSITION REQUIREMENTS:

• Technical skills, job-specific knowledge, specialized technology or software, and experience necessary to perform the role effectively.
• 8+ years in marketing measurement, econometrics or analytics.
• Deep expertise in MMM, attribution, incrementality and experimental design.
• Fluency in SQL and Python or R; Excel and BI tools (e.g., Tableau).
• Explains statistical results simply and turns them into investment calls.
• Bias for hypothesis-driven, data-driven thinking.
• Unbiased; calls results as they are, even if unwelcome.
• Fail-fast mentality of testing, learning and iterating.
• Moves leaders to action based on insights.
• Proactive owner; collaborative team player.

About Us:

Online, on campus and in the workplace, we provide higher education and training to our country’s heroes – military service members, veterans, nurses, government employees, and motivated professionals that want to make a difference. American Public Education, Inc. educates service-minded students, ranging from the military, public service, federal agencies, and nursing communities, through American Public University System (APUS), Hondros College of Nursing (HCON), and Rasmussen University.

It is the policy of American Public Education, Inc. (APEI) to afford equal opportunity to all qualified persons.  We treat all qualified individuals equally as to their recruitment, hiring, assignments, advancements, compensation, and all other terms and conditions of employment. American Public Education, Inc. does not discriminate on the basis of race, color, religion, creed, sex, age, national origin, sexual orientation, or physical, mental, or sensory disability, or any other characteristic protected by law.

If you are a resident of a state with designated pay transparency requirements and this role is available remotely, you may be eligible to receive additional information about the compensation and benefits for this role, which we will provide upon request.  Please send an email to [email protected].