Manager of Consumer Insights & Business Analytics

Job description

**ABOUT US** Insomnia Cookies was founded in a college dorm room by then-student Seth Berkowitz. Fast forward 20+ years and so... many... cookies... later, our innovative bakery + delivery concept has become a cult brand known for its passionate following of cookie lovers who crave Insomnia’s warm, delicious cookies all day and late into the night. Today, Insomnia Cookies spans more than 350 stores worldwide, including our flagship location and global headquarters in Philadelphia, PA. As we continue to grow our footprint, evolve our digital ecosystem, and bring warm cookies to new communities around the world, Insomnia Cookies is revolutionizing the cookie game by truly imagining what’s possible. **POSITION OVERVIEW** Insomnia Cookies is looking for a Manager, Analytics & Business Intelligence to help us better understand our customers, measure what is driving the business, and turn data into actionable insights. This is a highly hands-on role sitting at the intersection of Marketing, Digital, Loyalty, Finance, Product, Operations, and Technology. You’ll be responsible for bringing together data across channels, creating clear and reliable reporting, identifying trends and opportunities, and helping teams make smarter decisions faster. You’ll be the go-to analytics partner for the Marketing organization while also helping connect customer and marketing performance to broader business results. We’re looking for someone who loves getting into the data but can also step away from the spreadsheet and clearly answer the most important questions: What happened? Why did it happen? What does it mean? And what should we do next? **KEY RESPONSIBILITIES** **Customer & Business Insights** - Analyze customer behavior across digital ordering, delivery, in-store, loyalty, and other channels to identify trends and opportunities. - Develop customer segmentation and lifecycle analyses across acquisition, frequency, retention, churn, reactivation, and lifetime value. - Analyze Insomnia Rewards engagement, enrollment, redemption behavior, offers, and customer purchase patterns. - Identify meaningful differences across customer segments, markets, stores, channels, dayparts, and occasions. - Conduct basket and purchase behavior analysis to identify opportunities to increase frequency, average order value, attachment, and customer lifetime value. - Proactively surface business trends, risks, and opportunities rather than waiting for teams to request analysis. **Marketing Analytics & Performance** - Serve as the primary analytics partner for Marketing, helping teams understand the performance and effectiveness of their investments. - Track and analyze performance across paid media, CRM, loyalty, promotions, social, influencer, partnerships, local marketing, and brand campaigns. - Create and maintain reporting for key metrics including CAC, ROAS, LTV, conversion, retention, frequency, engagement, promotional lift, and incremental revenue. - Partner with Digital and Marketing teams to improve attribution and better understand the true impact of marketing investment. - Evaluate promotional and offer performance, including redemption, incremental sales, customer behavior, and profitability. - Partner with Finance to support marketing ROI analysis, budget planning, forecasting, and investment decisions. **Digital & Loyalty Analytics** - Partner with Digital Product to understand customer behavior across web, app, ordering, loyalty, and delivery experiences. - Analyze customer funnels and identify opportunities to improve acquisition, conversion, basket size, and repeat purchase. - Monitor digital and loyalty performance and proactively identify meaningful changes or areas requiring action. - Partner with CRM and Digital teams to translate customer insights into more targeted and effective lifecycle marketing. - Help identify opportunities for personalization based on customer behavior, frequency, preferences, and lifecycle stage. **Reporting & Business Intelligence** - Own and continuously improve Marketing and customer analytics dashboards and reporting. - Build simple, scannable reporting that allows teams and senior leadership to quickly understand performance. - Help establish consistent KPI definitions and measurement methodologies across the organization. - Automate recurring reporting wherever possible so more time can be spent generating insights rather than pulling numbers. - Translate complex datasets into clear, concise recommendations for both technical and non-technical audiences. - Support recurring business reviews with clear analysis of what is driving performance. **Experimentation & Optimization** - Partner with Marketing, CRM, Digital, Loyalty, and Product teams to design and evaluate A/B tests and other experiments. - Develop consistent approaches for test design, sample sizing, measurement periods, control groups, and evaluation. - Analyze test results and translate outcomes into clear recommendations and next steps. - Help build a test-and-learn culture where teams consistently use data to optimize campaigns, offers, customer experiences, and marketing programs. - Maintain learnings from prior tests so teams can build on what has already been proven. **Forecasting & Advanced Analytics** - Develop forecasting models to support campaign planning, customer engagement, loyalty performance, and budgeting. - Build cohort and customer value analyses to better understand retention and long-term customer behavior. - Support predictive analytics initiatives around customer value, churn, purchase propensity, and engagement. - Identify opportunities to evolve Insomnia’s analytical capabilities as the business and data ecosystem mature. **Data Quality & Analytics Tools** - Partner with Technology, BI, Engineering, and external partners to ensure Marketing has clean, reliable, and accessible data. - Monitor data quality and proactively identify discrepancies or tracking issues. - Help define business requirements for data pipelines, integrations, tagging, customer identity, and measurement. - Serve as a Marketing subject-matter expert across platforms including GA4, CRM/Braze, loyalty, digital advertising platforms, BI tools, and customer data environments. - Support the evaluation and implementation of new analytics tools and capabilities as needed. **Cross-Functional Partnership** - Work closely with Marketing, Digital, Finance, Product, Operations, Technology, and external agency partners. - Help teams identify the right questions to ask and determine the best analytical approach to answer them. - Bring together insights from across functions to create a more complete view of customer and business performance. - Champion a data-driven culture while recognizing that the best decisions balance analytics, customer understanding, creativity, and business judgment. **QUALIFICATIONS & EXPERIENCE** - Bachelor’s degree in Business, Analytics, Economics, Statistics, Data Science, Marketing Analytics, or a related quantitative field. - 4–6+ years of experience in business intelligence, customer analytics, marketing analytics, growth analytics, or a related data-driven role. - Experience in QSR, retail, hospitality, eCommerce, marketplace, delivery, or another high-volume consumer business is strongly preferred. - Advanced SQL skills and strong proficiency in Excel or Google Sheets. - Strong experience with BI and visualization platforms such as Tableau, Looker, or Power BI. - Hands-on experience with GA4, CRM/lifecycle platforms such as Braze, digital advertising platforms, and customer or loyalty data. - Experience analyzing customer segmentation, retention, LTV, attribution, campaign performance, and lifecycle behavior. - Strong understanding of multi-channel marketing measurement. - Experience designing and evaluating A/B tests or controlled experiments. - Familiarity with modern data warehouses such as Snowflake or BigQuery. - Familiarity with Python, R, or advanced statistical modeling is a plus. - Proven ability to turn complex data into clear, actionable insights for non-technical audiences. **WHAT YOU BRING** - You are naturally curious and want to understand why the numbers are moving, not just report that they moved. - You are highly analytical but commercially minded — you understand that the goal is better business decisions, not more dashboards. - You are comfortable getting hands-on with data and digging into the details yourself. - You can translate complicated analyses into simple, compelling stories. - You proactively surface insights, risks, and opportunities rather than waiting to be asked. - You thrive in a fast-paced, entrepreneurial environment where priorities can change quickly. - You are organized, detail-oriented, and able to manage multiple analytical workstreams at once. - You are collaborative, low ego, and enjoy partnering with both creative and highly technical teams. - You bring a test-and-learn mindset and are always looking for ways to make the business smarter. **SWEET POSITION PERKS** - Competitive salary + bonus + benefits + equity - A fun, entrepreneurial, and cookie-filled culture - Complimentary cookies, branded swag, and so much more