Director, Business Intelligence

At Viral Nation , we specialize in building social-first ecosystems for brands to connect with the modern consumer journey. Our integrated solutions align strategy, talent, media, and technology with culturally relevant creativity to scale the world’s fastest-growing digital brands. Viral Nation offers a fluid, creative, and growth-oriented environment that will support your ambitions to apply your talents in an open, collaborative, and fast-paced culture. Our ability to stay at the forefront of the industry has fuelled our success and will guide us in paving the path forward. We’re driven to push boundaries and think beyond today to deliver strategies, and we’re just getting started.

While we continuously exceed our goals, we need your help – our success is only as great as our people. Strong performance leads to high expectations, and we must keep raising the bar!

The Director, Business Intelligence will lead enterprise-wide analytics strategy for a major consumer packaged goods (CPG) organization. This role is responsible for building and leading a high-performing team of analysts delivering actionable insights across sales forecasting, retail performance, campaign measurement, and influencer/paid/social strategy optimization.

This leader will serve as a strategic thought partner to Sales, Marketing, Brand, eCommerce, Finance, and Executive Leadership, translating data into commercial growth opportunities, driving ROI, and embedding analytics into core business decision-making. The role combines strategic vision, technical depth, cross-functional leadership, and team development.

Responsibilities

• Act as a senior analytics partner to client account, strategy, and service teams by translating client objectives into scalable, best-in-class measurement frameworks that support social-first marketing performance.
• Serve as the senior analytics advisor to executive leadership, shaping marketing, retail, and social investment decisions through data-driven insights.
• Elevate analytics from reporting to strategic advantage by synthesizing data into clear narratives that inform brand positioning, channel strategy, and enterprise decision-making.
• Own end-to-end measurement strategy across paid media, influencer, social, and retail media, ensuring clear linkage between investment and revenue outcomes.
• Forecast and quantify incremental revenue and retail lift across eCommerce and offline retail partners by developing predictive models that connect media spend, influencer engagement, and social performance to sales velocity and conversion.
• Design and operationalize robust ROI frameworks, including brand lift studies, sales lift studies, incrementality testing, multi-touch attribution, and marketing mix modeling, translating insights into optimized channel mix and budget allocation.
• Build scalable measurement systems to evaluate influencer effectiveness, content performance, audience growth, and conversion impact, informing creative strategy and platform optimization.
• Identify emerging consumer and digital engagement trends to inform brand strategy, innovation, and go-to-market planning.
• Build, lead, and mentor a high-performing analytics team, fostering a culture of analytical rigor, commercial acumen, and executive-ready storytelling.
• Design and oversee scalable data collection and reporting infrastructure, including structured databases, automated reporting workflows, dashboards, and standardized presentations.

Qualifications

• Extensive experience in marketing, media, or agency environments, with demonstrated ability to apply analytics and research to drive client strategy and business outcomes.
• Bachelor’s or Master’s degree in a relevant field (Social Sciences, Statistics, Data Science, Business Analytics, or related discipline), or equivalent practical experience.
• 12+ years of progressive experience in research, analytics, and measurement, with a proven track record of leading complex, high-impact initiatives.
• Advanced expertise in primary and secondary research methodologies, including brand tracking, brand and communications strategy, brand lift studies, regression analysis, Market Mix Modeling, social listening, and digital and site analytics.
• Deep technical proficiency in analytics and BI technologies, including Python and SQL for analysis and data modeling, Google Cloud Platform, BigQuery, and Snowflake for data infrastructure, and BI tools such as Sigma or comparable platforms for scalable reporting and dashboarding.
• Demonstrated ability to architect and optimize analytics workflows, data pipelines, and reporting systems that support automation, scalability, and self-serve insights.
• Strong executive-level communication and collaboration skills, with the ability to translate complex analytical findings into clear, actionable recommendations for both technical and non-technical stakeholders.
• Proven ability to influence cross-functional teams and senior client stakeholders, providing strategic guidance grounded in data, research rigor, and business context.

This role has an annual salary range of $140,000 - $160,000 CAD .

This range reflects the full scope and progression of the role, from building capability to operating with sustained impact at a higher level. In addition to base salary, we offer a comprehensive benefits and total rewards package designed to support our team as they grow with us.

Where an offer falls within this range is determined through the interview process. Candidates are benchmarked by the hiring team based on role scope, relevant experience, skill alignment, and expected impact, using consistent and objective criteria.

Compensation Philosophy

At Viral Nation, compensation is structured, performance-led, and market-aligned. Pay decisions are intentional, based on role requirements, performance, and market alignment by country, and are set to maintain internal pay equity across comparable roles and levels.

Compensation progression is tied to demonstrated performance, expanded scope, and sustained contribution over time, not tenure alone. Employee compensation is reviewed regularly through formal performance reviews and check-ins to ensure alignment with role expectations and impact.

AI in Recruitment

Viral Nation does not use AI-enabled tools to screen, assess, rank, or select candidates in our recruitment process. Our hiring teams make all hiring decisions.

DEI Commitment

Viral Nation is committed to diversity, equity and inclusion in our agency. Viral Nation welcomes applications from people with visible and non-visible disabilities. Accommodations are available on request for candidates taking part in all aspects of the recruiting and selection process.