Senior Manager, Data & Analytics

Purpose of the Role:

Reporting to the Vice President, Marketing & Communications, the Senior Manager, Data & Analytics owns Nicola Wealth’s marketing measurement and insights engine, turning data, analytics and research into the evidence that guides where and how the marketing team invests. A hands-on player-coach, the role spans marketing analytics, ROI and attribution, reporting requirements, and primary research, while managing and developing a Data Analyst. It informs the entire marketing team and executive leadership on growth opportunities, results and business outcomes, and builds the measurement frameworks and reporting cadences that make marketing performance transparent, accountable and repeatable. The role partners with EDA on requirements, validation and insight activation within the enterprise strategy and governed reporting framework; EDA owns enterprise governance, platforms, integrations and reporting solutions. Given the considered, relationship-driven nature of wealth management, the role places particular emphasis on connecting marketing activity to long-term client value and demonstrating a clear return on marketing investment. 

Core Responsibilities:

• Marketing Measurement & ROI Accountability — Own the frameworks that connect marketing spend and activity to pipeline, revenue and return on investment; build multi-touch attribution and, where warranted, marketing-mix and incrementality models so the marketing team and leadership can invest with confidence. 

• Reporting, Dashboards & Automation — Own marketing reporting requirements and weekly, monthly and quarterly reporting cadences; partner with EDA on requirements and validation for automated dashboards and reporting solutions that give the marketing team and executives a clear, timely and trusted view of performance within the enterprise strategy and governed reporting framework. 

• Analytics & Performance Insight — Analyze campaign, channel and funnel performance across paid, organic, email and content; diagnose what is and isn’t working and turn it into clear recommendations that improve results and optimize spend. 

• Customer Segmentation & Targeting — Develop and maintain customer and audience segmentation to sharpen targeting, define the funnel approach and guide where marketing focuses its effort and investment. 

• Research & Market Insight — Lead primary and secondary research — customer, competitive and sponsorship-landscape analysis and voice-of-client insight — to inform marketing strategy, positioning and future planning. 

• Data, Tools & Governance — Define marketing measurement and first-party data requirements; partner with EDA to validate data quality, consistent tracking and trustworthy reporting across analytics platforms, BI tools and the CRM. EDA owns enterprise governance, platforms, integrations and reporting solutions; the role applies enterprise data standards and escalates marketing data quality issues within the governed reporting framework. 

• Insight Activation & Enablement — Translate complex analysis into plain-language, decision-ready insight for marketing and executive audiences; socialize findings and coach non-technical marketers to use data in day-to-day decisions. 

• Team Leadership (Player-Coach) — Manage, coach and develop a Data Analyst while remaining hands-on in the analysis; set marketing insight priorities and ways of working, apply enterprise data standards, and grow the Insights capability over time. 

• Cross-Functional Partnership — Partner across the entire marketing team, Sales and Business Development, Finance and executive leadership to align on metrics, standards and goals across the full funnel, from awareness to acquisition and retention. 

• Other relevant and related responsibilities, as assigned and as the needs of the organization change. 

.Required Skills & Qualifications:

• A minimum of 6 years of experience in marketing analytics, insights, business intelligence or a related field, including experience mentoring or managing analysts.
• Completion of a bachelor’s degree in Statistics, Mathematics, Economics, Business, Marketing, Analytics or a related field required; a Master’s degree or MBA is an asset.
• Hands-on expertise in marketing measurement, multi-touch attribution and reporting/BI tools (e.g., Power BI, Tableau or Looker), with the ability to connect marketing activity to pipeline and revenue.
• Strong command of web and marketing analytics platforms (e.g., Google Analytics 4) and SQL for querying large datasets; experience with data warehouses and CRM/marketing data is an asset.
• Experience designing and conducting research — customer and market segmentation, competitive analysis and voice-of-client — and translating it into actionable insight.
• Excellent data storytelling and communication skills, with a proven ability to turn complex analysis into clear, decision-ready recommendations for marketing and executive audiences.
• Experience in financial services, wealth management or another considered, regulated, high-trust environment is a strong asset.
• Experience defining marketing reporting and automation requirements, validating reporting solutions and data quality, and partnering with enterprise data teams within established governance frameworks; statistical analysis skills (e.g., Python or R) are an asset.
• Must be legally eligible to work in Canada for any employer 

Compensation & Benefits Package:

This position comes with a base salary range of $115,000 - $140,000 plus a competitive performance bonus, RRSP contribution and participation in our profit-sharing program. Base salary will be commensurate with experience, skills, and qualifications.

At Nicola Wealth, our people grow our business, delight our clients, and live our values every day. Our comprehensive compensation and benefits package reflects our appreciation for this commitment. Whether it’s participating in our profit sharing and benefit programs on day one, or the opportunity to participate in our share ownership program, our people are able to go beyond a conventional salary and bonus structure. To learn more about our complete package, visit: www.nicolawealth.com/total-rewards.