Senior Manager Business Analytics

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The Senior Manager leads analytics for Sales and Marketing, managing the Sales Analytics Manager and Data Insights & Reporting Manager. This role is responsible for developing standardized data models, reporting frameworks, and logic structures to ensure data accuracy and consistency across the organization.

Partnering with cross-functional teams, the Senior Manager leads teams that identify business opportunities, provides actionable insights, and delivers reporting and visualization solutions that empower leadership, support strategic decisions, and drive conversion performance.

The position serves as an enterprise analytics partner to VP, AVP, and Director-level leaders across Sales, Marketing, FP&A, BI, and Digital. It requires exceptional communication and prioritization skills, along with the ability to translate performance trends into actionable recommendations. While not focused on technical development, the Senior Manager ensures reporting quality, consistency, and relevance, adapting to changing business needs.

Additionally, the role is responsible for leading teams through creation, optimization, and maintenance of reporting in support of the Sales and Marketing funnels, lead performance, and sales productivity. The Senior Manager ensures teams are building and producing analytical solutions that deliver business value and drives adoption across audiences.

• Lead, mentor, and develop the Sales Analytics Manager and the Data Insights & Reporting Manager by setting clear goals, establishing priorities, and guiding team decisions and execution.

• Ensure clear priorities, efficient workflows, and alignment across both analytics teams.

• Support talent development, coaching, and performance management.

• Communicate company and departmental goals and reinforce the critical role each team plays in achieving them.

• Oversee teams that produce analytics related to lead generation, funnel performance, sales activities, sales conversion, and counselor productivity, including ad hoc analyses and investigative deep dives to uncover trends, diagnose issues, and inform decision-making.

• Provide high-level performance insights to VP, AVP, and Director stakeholders in Sales and Marketing.

• Ensure accuracy, consistency, and clarity in reporting and KPI logic across the organization.

• Own the development, enhancement, and ongoing maintenance of all reporting tied to Sales and Marketing funnels.

• Partner with BI and Digital to ensure data alignment, accuracy, and optimal performance of reporting assets.

• Drive standardization and modernization of dashboard layouts, definitions, and visualizations.

• Track reporting adoption and usage, gather stakeholder feedback, and recommend updates to improve clarity, usability, and business impact.

• Evaluate and prioritize analytical requests across Sales and Marketing leadership.

• Deliver concise, executive-ready summaries of performance trends, pacing, and emerging issues.

• Identify risks, opportunities, and key drivers within the sales funnel.

• Serve as a key liaison between Sales, Marketing, FP&A, BI, and Digital leadership teams.

• Communicate trends, risks, and insights clearly to upper-management leaders.

• Ensure alignment on business definitions, assumptions, reporting standards, and analytical frameworks.

• Support cross-functional implementations and pilots by establishing impact-tracking methods, defining successful metrics, and serving as the analytics voice to ensure reporting requirements are met.

• Maintain standards for reporting quality, logic, and documentation.

• Support automation, enhanced data structures, and improved workflows led by the Data Insights & Reporting Manager.

• Promote continuous improvement and efficiency across analytics operations.

• Establish clear processes for evaluating new reporting requests, prioritizing work, and determining business value.

• This is not intended to be an all-inclusive list of the…