Senior Manager, Marketing Analytics & Growth Strategy

Who We Are Join a team that puts its People First! Since 1889, First American (NYSE: FAF) has held an unwavering belief in its people. They are passionate about what they do, and we are equally passionate about fostering an environment where all feel welcome, supported, and empowered to be innovative and reach their full potential. Our inclusive, people-first culture has earned our company numerous accolades, including being named to the Fortune 100 Best Companies to Work For list for eleven consecutive years. We have also earned awards as a best place to work for women, diversity and LGBTQ+ employees, and have been included on more than 50 regional best places to work lists. First American will always strive to be a great place to work, for all. For more information, please visit www.careers.firstam.com. What We Do First American Exchange Company is seeking a Senior Manager, Marketing Analytics & Growth Strategy to help lead the next phase of growth for a proven, high-performing marketing organization. Reporting to the Vice President, Marketing & Product Strategy, this newly created role will connect marketing activity to leads, completed exchanges, revenue and broader business outcomes; improve attribution and forecasting; and translate complex data into clear recommendations for senior leadership. The Senior Manager will initially lead a two-person performance marketing function and directly manage the Marketing Campaign Manager. Together, the team will combine analytics, business insight and campaign execution to improve the performance of paid-media initiatives, particularly paid search. The Senior Manager will hold overall accountability for results and partner closely with the Campaign Manager to connect platform activity to 1031 Exchange business outcomes, generate deeper campaign insights, and continuously improve targeting, testing, optimization and return on investment. The role will also advance the team s use of AI, automation and emerging marketing technologies to improve strategy, execution, measurement and operating efficiency. The ideal candidate is a commercially minded marketing analytics leader who can find the story behind the numbers, lead collaborative teams, challenge assumptions and help leaders determine what to do next. What You'll Do: Marketing Analytics, Attribution and Forecasting • Analyze lead, customer, order, transaction, revenue and marketing data to identify trends, risks and growth opportunities. • Connect marketing programs to lead quality, conversion, completed orders, revenue, customer acquisition cost, cost per order and return on investment. • Lead the continued development of attribution, cohort reporting and performance measurement across media platforms, website activity, Salesforce and transaction data. • Establish consistent definitions, business logic and methodologies for funnel, channel and revenue reporting. • Develop lead, order and revenue forecasts using historical performance, customer behavior, market indicators and appropriate predictive techniques. • Translate complex analysis into concise executive summaries, business cases and actionable recommendations. Performance Media Strategy and Team Leadership • Lead the performance media function, integrating analytics, strategy, campaign execution, testing and optimization around shared business goals. • Partner closely with the Marketing Campaign Manager to translate campaign, audience, lead, order and revenue data into actionable insights and performance improvements. • Own the overall performance of paid search and other performance media, while the Campaign Manager leads day-to-day campaign execution and optimization. • Set channel strategy, goals, budgets, priorities and testing plans across Google Ads, Microsoft Advertising, Performance Max, display, DV360, retargeting and emerging acquisition channels. • Evaluate media performance based on downstream business outcomes and recommend budget shifts, audience strategies, landing-page improvements and corrective actions. • Establish a strong operating rhythm for the function, including shared goals, regular performance reviews, business context, knowledge sharing and continuous improvement. AI, Automation and Data Infrastructure • Identify and prioritize practical uses of AI and automation across analysis, reporting, attribution, forecasting, audience segmentation, campaign execution and customer engagement. • Automate repeatable reporting and marketing-operations processes to improve speed, consistency, scalability and resilience. • Improve dashboards, scorecards, automated alerts and data documentation while reducing manual work and key-person dependency. • Evaluate emerging marketing and analytics technologies based on business value, data readiness, implementation requirements and measurable return. • Partner with Marketing Operations, Salesforce, Product, Technology and enterprise data teams to improve data quality, system inte...