Director, Digital Analytics & Customer Identity

Driven to be the Best 

People. Performance. Purpose. 

At Avis Budget Group, we’re driven to be the best vehicle rental company in the world, together. Our 25,000 employees raise the bar every day, bringing different perspectives, taking ownership, and leading with integrity. We’re defining the future of mobility with safe, sustainable solutions that move people, businesses, and communities forward. 

The Director, Digital Analytics & Customer Identity leads the strategy, governance, and operations of the organization's web, marketing, and customer data ecosystem — spanning analytics, tag management, and customer data platform (CDP) capabilities. This role owns the end-to-end measurement and identity stack, from data collection and governance through activation and insight generation, ensuring marketing, product, and digital teams have accurate, trusted data to drive decisions and power personalization at scale.

This leader translates complex business challenges into scalable technology capabilities — defining strategy, shaping roadmaps, evaluating platforms, and partnering with Engineering, Data, Marketing, Ecommerce, and Privacy teams to deliver enterprise MarTech and customer data solutions. The ideal candidate brings deep technical expertise in Adobe Analytics, Tealium (or comparable tag management/CDP platforms), customer identity management, and first-party data governance, paired with the ability to connect those capabilities to personalization, activation, and AI/ML-enabled marketing.

What You'll Do: 

Analytics, CDP & MarTech Strategy

• Own the strategic roadmap for web analytics, tag management, and customer data platform capabilities across the organization

• Define enterprise strategy for customer identity resolution, enabling unified customer profiles that power personalization and activation across channels

• Lead marketing technology modernization initiatives across web, mobile, analytics, and media ecosystems — evaluating platforms, leading build-vs-buy decisions, and shaping multi-year roadmaps

• Translate business challenges (e.g., personalization, retention, channel efficiency) into scalable technology capabilities, partnering cross-functionally to deliver enterprise solutions

Data Governance & First-Party Data Strategy

• Own first-party data capture and governance strategy, including data collection standards, quality controls, and lifecycle management

• Define and enforce data governance practices: naming conventions, tagging standards, consent management, and documentation

• Partner with Legal/Privacy to ensure analytics and CDP implementations comply with data privacy regulations (GDPR, CCPA, etc.) and evolving consent requirements

• Establish the organization's approach to customer identity resolution and data stitching across web, app, and offline touchpoints

Adobe Analytics & Platform Management

• Serve as the organization's subject matter expert on Adobe Analytics (Analysis Workspace, Customer Journey Analytics, Adobe Experience Platform as applicable)

• Own report suite architecture, variable mapping (eVars, props, events), processing rules, and segmentation strategy

• Manage platform administration, user access, and vendor relationship with Adobe

Tag Management, CDP & Data Collection

• Own Tealium (or equivalent TMS/CDP) implementation strategy, including tag governance, data layer design, audience segmentation, and server-side tagging where applicable

• Partner with Engineering/Digital Product to define and maintain a scalable, well-documented data layer across web and app properties

• Oversee CDP configuration and integration, ensuring customer data flows cleanly from collection through activation in downstream marketing, personalization, and media platforms

• Lead QA processes for tagging and data accuracy, ensuring new site/app features and campaigns are properly instrumented before launch

Activation, Personalization & AI/ML Enablement

• Partner with Growth Marketing and Digital Product to connect customer identity and analytics data to personalization and activation use cases

• Build data products that serve as foundations for AI/ML-enabled marketing automation (e.g., propensity models, audience scoring, next-best-action)

• Ensure data structures and pipelines are designed with downstream AI/ML and automation use cases in mind, not just reporting

Reporting, Insights & Stakeholder Enablement

• Build and oversee dashboards and self-service reporting that give marketing, product, and leadership teams visibility into performance

• Translate complex data into clear, actionable insights and recommendations for senior/executive stakeholders

• Partner with Growth Marketing on attribution, funnel analysis, and channel performance measurement

• Support A/B testing and experimentation programs with sound measurement design and statistical rigor

Team & Cross-Functional Leadership

• Build, lead, and develop a team of analysts supporting web analytics, tagging, and customer data infrastructure

• Act as the primary liaison between Marketing, Engineering, Ecommerce, and Privacy teams on measurement and customer data needs

• Manage relationships with analytics, CDP, and tag management vendors and implementation partners/agencies

Perks You’ll Get: 

·       Access to Medical, Dental, Vision, Life and Disability insurance

• Eligible to elect other voluntary benefits including: Group Auto Insurance, Group Home Insurance, Pet Insurance, Legal Assistance, Identity Theft Protection, FSA, Accident Insurance, Critical Illness Insurance, and additional life insurance coverages
• 401(k) Retirement Plan with company matched contributions
• Full training to learn the business and enhance professional skills
• Employee discounts, including discounted prices on the purchase of Avis/Budget cars
• Access to an Employee Assistance Program for services including counseling, financial and legal consultation, referrals for care service and more

What We're Looking For: 

• 8+ years in web/digital/marketing analytics or MarTech, with 3+ years in a leadership role
• Proven experience leading enterprise MarTech and customer data initiatives connecting identity, analytics, personalization, and marketing activation
• Deep, hands-on expertise in Adobe Analytics (Analysis Workspace required; Customer Journey Analytics/AEP experience a strong plus)
• Strong hands-on experience with Tealium or comparable tag management/CDP platforms (Google Tag Manager, Ensighten, Segment, etc.) and data layer design
• Experience in a high-traffic consumer digital property (e-commerce, travel, hospitality, or similar)
• Experience with customer identity resolution and first-party data governance strategies
• Track record of marketing technology modernization across web, mobile, analytics, and media ecosystems
• Experience building data products or pipelines that support AI/ML-enabled marketing automation
• Strong SQL skills and familiarity with BI/visualization tools (Tableau, Looker, Power BI)
• Experience supporting attribution modeling, multi-touch measurement, and A/B testing programs
• Excellent communication skills; able to translate technical data concepts for non-technical executive audiences and shape strategy with cross-functional partners

The annual starting salary for this position is between $200,000 – $240,000 annually. Factors that may affect starting pay within this range include geography/market, skills, education, experience, and other qualifications of the successful candidate.   

Who We Are: 

Here at Avis Budget Group, you will be joining a team of 25,000 driven people, performing with purpose. Together, we’re moving the future of transportation forward with our innovative, customer-focused solutions. 

Our culture is performance driven, where we encourage and support each other to be at our best through leadership, training, tools, and rewards. 

We are proud to make a positive difference to the lives of our colleagues, customers, and communities where we operate. 

Avis Budget Group is an Equal Opportunity Employer – Qualified applicants will receive consideration for employment without regard to their race, color, religion, sex, sexual orientation, gender identity, national origin, disability, status as a protected veteran or any other category protected by applicable law. 

This advertisement does not constitute a promise or guarantee of employment. This advertisement describes the general nature and level of this position only. Essential functions and responsibilities may change as business needs require. The compensation and benefits information is accurate as of the date of this posting. The Company reserves the right to modify this information at any time, with or without notice, subject to applicable law. This position may be with any affiliate of Avis Budget Group.