Director, Marketing Analytics at Tonal
Toronto, Ontario, CA

Who We Are

Tonal has built the world’s most intelligent fitness system that is changing the way people work out at home. Tonal is a fresh approach to fitness that leverages hardware, software, video content, and artificial intelligence. Everyone who has seen or used our product, from professional athletes to fitness enthusiasts, has fallen in love.

At Tonal, we are applying our collective knowledge and creativity to reimagine fitness. We know firsthand that too many hurdles stand between each of us and our fitness goals. Drawing on decades of research and a diverse team of experts, we have created the most advanced strength training system available that makes working out more efficient, effective, and engaging. 

We're passionate about building products that transform people's lives.


Tonal is looking for an analytics leader with outstanding business acumen, communication skills, and leadership abilities, with deep expertise in data architecture and engineering, complex multi-touch/variate marketing attribution modeling. 

The Director of Marketing Analytics will be a member of the Revenue & Growth Team, which has ownership of driving Tonal customer acquisition and sales. A successful Director will lead a Marketing Analytics team in establishing a strategy that makes data-driven solutions a core competency of our business while building an organizational discipline around using data to continuously improve Tonal’s marketing strategy and execution. Your team will identify, integrate, analyze, and leverage 1st, 2nd, and 3rd party data to improve segmentation, targeting, messaging, attribution, and personalization across all marketing channels. 

The Director of Marketing Analytics will work directly with the Growth and the broader Tonal Marketing, Retail, and Inside Sales teams to offer strategic insights into the performance of the marketing and sales funnels. This role is based in Toronto, Ontario and will report to the Vice President of Revenue & Growth in San Francisco, CA.

What You Will Do

Build and lead our Marketing Analytics team in delivering action-oriented insights to further optimize Tonal’s marketing strategy & improve our targeting approach

Own the evolution of our marketing attribution including the development of testing strategies around incrementality and cross-channel interactivity to further iterate marketing strategy

Develop analytics roadmaps, establishing key milestones and deliverables.

Conduct large scale analyses throughout all stages: understand business goals and strategy, formulate analytic approach, perform data extraction and exploration, and translate results into actionable items

Leverage deep hands-on technical skills to produce analyses in various topics such as customer segmentation, advertising performance, attribution, ROI and LTV

Develop scenarios to analyze trade-offs in decision making

Represent the Marketing Analytics team in strategy discussions with the senior leadership team including interacting with other leaders on complex issues and applying strong judgment and analysis toward important business decisions

Lead strong partnerships with the Marketing, Retail and Inside Sales teams and other stakeholders

Collaborate with cross-functional stakeholders to develop consistent and reliable structured data models and definitions that support our mission and operating cadence

Grow and expand your expert team with an eye toward diverse and forward-looking skills that includes experimentation, measurement, and decision-making

Instill an inclusive team culture that is collaborative, passionate and data-driven

Who you are:

You have a minimum of 7 years of experience in building and working within high performing analytic teams 

You have a deep technical background in analytics, applied data science, and reporting spanning across areas such as marketing attribution, experimentation, optimization techniques, data engineering & architecture, statistics modeling, and behavioral analytics

You have extensive experience in measuring online and offline marketing strategy using various methodologies such as incrementality, attribution and cross-channel interaction

You have hands-on technical experience including proficiency in SQL, data visualization (i.e. Tableau, Looker, etc.) and advanced analytical tools

You have a strong understanding on how the data should be captured, stored and structured in data warehousing environment

You are skilled at operating in a complex, cross-functional organization where your team need to collaborate and integrate with other teams across many disciplines

You bring a new and diverse perspective, possess exceptional communication skills and are articulate with both technical and business partners

You create effective frameworks to aid discussion of complicated topics. You are an active listener. You are strong across written communication as well as oral presentations.

You have a B.S, M.S. or Ph.D. in a quantitative field such as Mathematics, Computer Science or equivalent