Senior Financial Analyst, Marketing Finance

We are looking for a Senior Financial Analyst to be the finance business partner for the team responsible for driving DIY and E-Comm channel business — owning budgets and forecasts, building actionable performance insights, and connecting marketing spend to financial and operational outcomes (In Store and Online traffic, revenue, margin, OI). Our goal with this role is to create an FP&A team that acts as strategic advisors—linking plans to growth, sharpening forecasts, and driving cross‑functional decisions in marketing where measurement rigor and budget agility unlock outsized ROI.

The ideal candidate brings strong financial modeling, experience in marketing ROI measurement (e.g., Media Mix Modeling [MMM] and incrementality), and the ability to translate findings into clear recommendations for the VP of Marketing, VP of Finance, and Chief Merchandising Officer (CMO). You are viewed as a dependable thought partner who raises the quality of thinking, communication, and execution around you.

What You’ll Do (Key Responsibilities);

Planning & Forecasting

• Lead the period results reviews/outlooks, quarterly forecasts, and annual operating plan (top‑down targets and bottom‑up channel/program plans), aligning spend to company priorities.
• Own variance analysis (actuals vs. plan). Deep dive expense and journal entry detail to uncover expense drivers and provide variance explanations to Director level, organizational owners. Synthesize drivers (volume, mix, price/promo, media efficiency) and recommend corrective actions.
• Build scenario models (e.g. spend reallocation, price/promo sensitivity, traffic volume to conversion) to guide operating expense investment tradeoffs under uncertainty.

Performance Measurement & ROI

• Establish a marketing measurement framework that triangulates MMM for strategic allocation to improve channel optimization, and incrementality testing for sales lift; maintain a consistent “single source of truth” for executive decisions.
• Partner with Data Analytics and Decision Support team to quantify ROI across channels (search, digital, offline, brand/upper‑funnel) and codify short‑ vs. long‑term effects in dashboards and QBRs.
• Translate channel metrics into finance‑relevant KPIs (incremental revenue, contribution margin, payback), standardizing reporting for Executive and board materials.
• Define, monitor, and improve customer acquisition cost and lifetime value (CAC/LTV), and the LTV:CAC ratio by segment and channel; advise on establishing baseline measures and targeted goals for improvement.

Cross‑Functional Business Partnering

• Serve as the finance lead with the CMO’s Marketing organization—aligning on goals, agreeing on performance metrics, and creating a regular cadence of joint planning and reviews to tighten the CMO–CFO linkage.
• Advise on pricing/promo, media mix, and funnel conversion levers that maximize profitable growth (in partnership with Store Ops and Merchandising).
• Drive process and tooling improvements (e.g., connected data, automated dashboards in Power BI; ERP/marketing data integration) to elevate speed‑to‑insight.

Governance & Compliance

• Ensure expense stewardship, accrual accuracy, and audit readiness/support; maintain documentation for assumptions, models, and measurement methods (e.g., MMM assumptions, test designs).

What You’ll Bring (Qualifications);

Required

• Bachelor’s in Finance, Accounting, Economics, or related field; 3-5+ years in FP&A or corporate finance with direct marketing/GTM support.
• Advanced financial modeling (Excel) and proficiency with BI tools (Power BI/Tableau); working knowledge of using SQL (in Snowflake preferably) and ERP/CRM data structures.
• Demonstrated experience linking marketing metrics to financial outcomes (CAC, LTV, ROI/ROAS, payback) and presenting insights to senior leadership.
• Familiarity with marketing measurement approaches (MMM and incrementality testing) and their use cases/limitations.
• Strong communication and stakeholder management; ability to frame recommendations in clear, decision‑oriented narratives.

Preferred

• MBA, FPAC, CPA or CFA (or in progress).
• Fluency with marketing data (ad platforms, web analytics, marketing automation, Salesforce) and traffic (in store and online) forecasting.
• Hands‑on experience supporting brand + demand portfolios and full‑funnel measurement (upper‑funnel brand building through lower‑funnel conversion).
• Experience with MMM platforms or partnerships (agency or in‑house) and comfort interpreting model outputs and budget scenarios.
• Hands on knowledge of Test vs Control measurement tools like APT.

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