Head of Analytics

Location: Remote / Virtual
Job Type:

The Baltimore Banner is a new paradigm for digital first, cross-channel local media. Their
content will extend across web, mobile, radio and video. Launched in June 2022, their vision is to be the leading provider of news and lifestyle content in the Baltimore area.

The company is searching for a Head of Analytics to build and run the analytics function. The
role will report to the CEO and collaborate extensively with the rest of the senior management team. This will be a highly strategic role, responsible for aligning business intelligence and analytics with stakeholder needs across marketing, product, newsroom, operations and finance. As a small, early-stage organization, the role will also be relatively hands-on. They need someone who can roll up their sleeves to crank out a report or deliver an analysis, if necessary.

The analytics department will effectively translate and utilize data coming from digital analytics, marketing campaigns, customer (subscriber and advertiser) data, media research and financial data. They currently collect data from their content mgmt system, their subscription management platform, their CDP, web analytics and their content performance platform. They are in the process of building out a data lake so that they can create a single view of the customer.

This role would inherit a team of three and look to build out the function. The impact of this role can not be overstated since the organization will be run almost entirely based on data-driven decision making.

Key Deliverables:

Create industry leading capabilities including the vision, goals and plans for the analytics

Build a world class analytics team that spans data engineering, data analysis and data

Proactively deliver insights that move the trajectory of the business

Develop an analytics infrastructure that will enable short-term and long term goals

Establish and manage the analytics P&L for the company with a goal of long-term sustainability

Build a team that will deliver analysis of data across all channels: web, mobile, video, social media, linear TV, radio, etc.

Build a team that will deliver customer insights using proprietary subscribers/customer data, as well as acquisition & retention marketing data

Answer business questions from cross functional stakeholders, but also proactively identify
meaningful intelligence and provide insights for executive leadership to make informed

Establish the company’s proprietary analytics structure, including methodologies, framework,
techniques, KPIs, metrics, test & learn processes

Develop trusted relationships and clear communications with internal stakeholders, executive
team members and key contacts in client organizations


Ability to think strategically: manage the people, tech and processes that deliver business

Experience in the news or media industries is strongly preferred. Consulting or agency
experience would also be valuable.

Extensive and progressive experience in analytics and/or business intelligence

Experience hiring and managing teams of analytics professionals

Expertise in two or more of the following: digital analytics, media analytics, newsroom analytics, marketing campaign analysis, customer insights, advertising performance, business intelligence, media research, advanced analytics (mix modeling, customer segmentation, etc.), cloud-based data warehousing technologies