Data Analytics Director Jobs in Alabama (NOW HIRING)

About Holley Performance Brands 

Holley Performance Brands is the powerhouse behind some of the most iconic names in automotive performance. For over a century, we’ve fueled the passion of car and truck enthusiasts with innovative products, legendary brands, and a commitment to performance. From the racetrack to the street, we’re driven by a shared love for speed, power, and pushing what’s possible — and we’re building the next generation of digital experiences to match that same energy.

About The Team

At Holley Performance Brands, our Customer Experience Center of Excellence team is shaping the future of Holley’s 360° digital retail experience. We help customers connect with the right products across Holley’s brands, stores, distributors, and partners. Our goal is simple — create personalized, data-driven experiences that build lasting relationships between brands and their customers.

About The Role

We are looking for an analytically rigorous and commercially minded Senior Manager of Data Analytics to lead the measurement, reporting, and insight generation across our direct-to-consumer channels and business divisions. This is a senior individual contributor and team leadership role that sits at the center of how our automotive DTC business understands its performance — translating complex, multi-source data into clear strategic recommendations that drive smarter decisions across marketing, sales, operations, and divisional leadership.

This role requires someone who understands the unique data challenges of an automotive DTC environment — longer purchase cycles, multi-touch customer journeys, high-consideration buying behavior, and the complexity of managing performance across distinct product lines or regional divisions — and who can build the analytical infrastructure needed to make sense of it all.

The Senior Manager will report to the Director of eCommerce (or CXM leadership) and play a pivotal role in elevating data as a core driver of Holley’s digital transformation and revenue growth.

Key Responsibilities

• Analytics Strategy & RoadmapDefine and own the analytics strategy for all DTC channels — including owned digital (website, configurator, online sales), paid media, CRM, and retail or field touchpoints — ensuring a consistent and reliable measurement framework across all of them. Build andmaintaina divisional analytics model that allows leadership to understand performance at both the enterprise level and within individual product lines, regions, or business units. Develop a rolling analytics roadmap that prioritizes the questions the business most needs answered and builds toward greater predictive and prescriptive capability over time.
• Channel AnalyticsOwn performance measurement across all DTC channels — digital marketing, paid search and social,emailand CRM, organic, and direct sales — providing a clear and unified view of how each channel contributes to pipeline, leads, and sales. Build attribution models that reflect the complexity of the automotive purchase journey, where customers may interact across 10–20 touchpoints over weeks or months before converting. Analyze channel efficiency and cost-per-acquisitionat a granular level,identifyingwhere spend is generating return and where it is not. Partner with the paid media and performance marketing teams to develop a test-and-learn measurement framework, ensuring experiments are properly structured and results are statistically valid. Monitor and report on digital funnel performance — from awareness and traffic through to configurator engagement, lead submission, and closed sales —identifyingdrop-off points and conversion opportunities.
• Divisional AnalyticsDevelop divisional scorecards and reporting cadences that give each business unit or product line leadership team a clear view of their performance across revenue, customer acquisition, retention, and channel contribution.Identifyperformance variances across divisions, surfacing the drivers behind differences in customer behavior, conversion rates, or channel mix. Support divisional planning cycles with data-driven forecasts, scenario models, and market sizing analyses. Build competitive intelligence frameworks that track how each division is performingrelativeto market trends and competitor positioning in the DTC automotive space.
• Ah hoc development of data tables and reports in BI

• Data Infrastructure & GovernanceDefine data governance standards for channel and divisional reporting, including metric definitions, data ownership, and refresh cadences.
• Insight Generation & StorytellingDevelop a regular insight communication rhythm — weekly performance snapshots, monthly deep dives, and quarterly strategic reviews — tailored to the needs of different audiences. Proactively surface opportunities and risks that the business may not be actively looking for, acting as an analytical conscience for the organization. Build self-service reporting capabilities that empower channel and divisional teams to answer their own day-to-day questions without always needing to come to the analytics team.
• Team LeadershipManage CXM Data Analyst(s), setting clearobjectivesand creating an environment focused on rigor, curiosity, and commercial impact. Build team processes and ways of working that allow the analyticsfunction to scalealongside the business. Foster strong relationships with stakeholders across marketing, sales, product, finance, and divisional leadership, positioning analytics as a genuine strategic partner rather than a reporting function. 

Qualifications

Education: Bachelor’s degree in business, Marketing, Information Technology, Psychology, or a related field. 

Experience:

• Minimum 5 years in eCommerce, product management, or a related field, with at least 3 in a hands-on operational role managing DTC or retail eCommerce channels.
• Proven experience acting as a liaison between business and technical teams to deliver successful digital product outcomes.
• Experience working within an Agile framework, contributing to collaborative story writing and cross-functional sprint planning.

Skills:

• Strong understanding of eCommerce platforms (e.g.,Shopify, BigCommerce)and retail best practices.
• Proficiencyin product management tools (e.g., Jira, Confluence) and data-driven decision-making.
• Excellent communication and collaboration skills across business and technical stakeholders.
• Confident decision-making ability, with a balance of independence and teamwork.
• Demonstrated adaptability to changing processes, priorities, and organizational structures.
• Ability toidentifyopportunities for efficiency and process improvement.

Preferred Skills:

• Experience with automotive aftermarket products or related industries.
• Familiarity with UX/UI design principles and customer journey optimization.
• Knowledge of emerging trends in eCommerce and digital retail.

Why Join Us

• Opportunity to shape Holley’s DTC eCommerce channel during an exciting period of digital transformation.
• Collaborate with a passionate, innovative team of professionals dedicated to customer-focused growth.
• Competitive salary and benefits package.
• Contribute to the success of Holley Performance Brands, a leader in the performance aftermarket industry.
• Work in an environment that values collaboration, adaptability, and hands-on execution.