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About the Role
The Senior Manager, Data & Analytics owns Nicola Wealth’s marketing measurement and insights engine, turning data, analytics and research into evidence that guides marketing investments. This player-coach role spans marketing analytics, ROI, attribution, reporting, and research, while managing a Data Analyst. It informs marketing and executive leadership on growth opportunities and business outcomes, building measurement frameworks for transparent, accountable, and repeatable marketing performance.
Responsibilities
- Own frameworks connecting marketing spend and activity to pipeline, revenue, and ROI.
- Build multi-touch attribution, marketing-mix, and incrementality models.
- Own marketing reporting requirements and reporting cadences.
- Partner with EDA on requirements and validation for automated dashboards and reporting solutions.
- Analyze campaign, channel, and funnel performance to provide recommendations for optimization.
- Develop and maintain customer and audience segmentation for targeting and investment guidance.
- Lead primary and secondary research, including customer, competitive, and sponsorship analysis.
- Define marketing measurement and first-party data requirements.
- Partner with EDA to validate data quality, tracking, and reporting across platforms.
- Translate complex analysis into plain-language, decision-ready insight for marketing and executive audiences.
- Manage, coach, and develop a Data Analyst while remaining hands-on in analysis.
- Set marketing insight priorities and ways of working.
- Partner across marketing, Sales, Finance, and executive leadership to align on metrics and goals.
- Perform other relevant and related responsibilities as assigned.
Requirements
- A minimum of 6 years of experience in marketing analytics, insights, business intelligence, or a related field.
- Experience mentoring or managing analysts.
- Hands-on expertise in marketing measurement, multi-touch attribution, and reporting/BI tools (e.g., Power BI, Tableau, or Looker).
- Ability to connect marketing activity to pipeline and revenue.
- Strong command of web and marketing analytics platforms (e.g., Google Analytics 4).
- Proficiency in SQL for querying large datasets.
- Experience designing and conducting research (customer and market segmentation, competitive analysis, voice-of-client).
- Proven ability to translate complex analysis into clear, decision-ready recommendations.
- Experience defining marketing reporting and automation requirements.
- Experience validating reporting solutions and data quality.
- Experience partnering with enterprise data teams within established governance frameworks.
- Must be legally eligible to work in Canada for any employer.
Skills
- Marketing analytics
- Insights
- Business intelligence
- Marketing measurement
- Multi-touch attribution
- Reporting/BI tools (Power BI, Tableau, Looker)
- Web and marketing analytics platforms (Google Analytics 4)
- SQL
- Data warehouses
- CRM/marketing data
- Customer segmentation
- Market segmentation
- Competitive analysis
- Voice-of-client analysis
- Data storytelling
- Communication
- Statistical analysis (Python or R)
- Team leadership
- Mentoring analysts
Location
- Canada
Work Type
- Full-time
Experience Level
- 6+ years in marketing analytics, insights, business intelligence, or a related field
- Experience mentoring or managing analysts
Education Level
- Bachelor’s degree in Statistics, Mathematics, Economics, Business, Marketing, Analytics, or a related field
- Master’s degree or MBA is an asset
Salary/Compensations
- $115,000 - $140,000 base salary
- Competitive performance bonus
- RRSP contribution
- Participation in profit-sharing program
Benefits
- Competitive performance bonus
- RRSP contribution
- Participation in profit-sharing program
- Comprehensive compensation and benefits package
- Profit sharing and benefit programs on day one
- Opportunity to participate in share ownership program
About the Company
- Nicola Wealth is a national leader in wealth management, known for sophisticated financial planning, diversified private investment funds, high client retention, and an award-winning culture.
- Recognized as a Best Managed Company and one of Canada’s Top Employers.
- Dedicated to upholding firm values through significant growth.
- Fosters a collaborative, creative, and entrepreneurial environment.
- Passionate about the business, culture, and investing in employee growth and development.
Equal Opportunity
- Inclusive, equal opportunity employer.
- Provides reasonable accommodation during the recruitment process upon request.