Leader of Sales and Marketing Analytics

About Capital Vacations

Capital Vacations is one of the largest and fastest-growing independent timeshare resort management and vacation club companies in North America. We manage more than 200 resorts and serve hundreds of thousands of members and travelers across the U.S. and Caribbean.

We are investing in modern analytics and data infrastructure to better understand our owners and guests, optimize marketing and sales performance, and support responsible, profitable growth.

Position Overview

The Head of Sales & Marketing Analytics will build and own the analytics roadmap for Capital Vacations’ sales and marketing organization. This role will:

• Lead analysis of timeshare sales and marketing performance (tours, VPG, close rates, show rates, package performance, channel ROI, etc.).

• Build and maintain Power BI dashboards and self-service tools that give field and corporate leaders real-time visibility into performance.

• Partner closely with database and data engineering teams during our migration to Microsoft Fabric, helping shape data models that support reporting and advanced analytics.

• Translate data into clear, compelling insights and recommendations for executives and field leaders.

• Support Finance and Compensation on sales compensation design, incentive modeling, and forecasting.

Key Responsibilities

Sales & Marketing Analytics

• Own the analytics strategy and roadmap across core channels (tour generation, OPC/in-market marketing, digital and call center marketing, in-house marketing, etc.).

• Analyze the full funnel—lead ? tour ? show ? close ? upgrade—and identify drivers of VPG, take rate, net sales, and marketing ROI.

• Develop standardized KPIs, metric definitions, and scorecards for executives, regional leaders, and resort teams.

• Create and maintain advanced Power BI reports and semantic models (DAX measures, drill-downs, row-level security).

• Design and evaluate test-and-learn programs (A/B tests, pilots, control groups) for new offers, channels, and merchandising strategies.

Data Infrastructure & Fabric Migration

• Collaborate with database and engineering teams to define business requirements for Microsoft Fabric data models and pipelines.

• Validate data integrity and reconcile data across CRM, marketing platforms, tour systems, and finance.

• Contribute to a future-state architecture that supports near-real-time reporting and advanced analytics (segmentation, propensity models, etc.).

Field & Stakeholder Partnership

• Serve as a trusted analytical advisor to field sales and marketing leaders; participate in key performance reviews and regional calls.

• Convert analytical findings into simple, actionable narratives operators can execute (“three levers to improve VPG this quarter”).

• Build training and documentation to drive adoption of dashboards and self-service reporting.

Compensation & Finance Support

• Partner with Finance and Compensation to:

  • Evaluate compensation plan effectiveness (SPIFs, bonuses, tiers, contests).

  • Model “what-if” scenarios and incentive changes, including P&L impact.

  • Support budgeting, forecasting, and target-setting for tours, sales, and marketing spend.

Leadership & Governance

• Depending on level, lead a small team of analysts; set priorities, coach, and develop analytical talent.

• Establish governance for metrics, data definitions, and reporting cadences.

• Champion a data-driven culture across Sales & Marketing and the wider organization.

Qualifications

Required

• Must have: Proven ability to partner directly with field sales and marketing teams and translate insights for non-technical audiences.

• 2+ years of experience in marketing, sales, or commercial analytics, including at least 2 years supporting consumer-facing sales or marketing.

• Strong expertise with Power BI (data modeling, DAX, Power Query) and SQL; experience with Microsoft Fabric or modern cloud data platforms.

• Demonstrated success building dashboards and analytical products that drive measurable business impact.

Preferred

• Experience in timeshare, vacation ownership, or related hospitality/travel industries (e.g., Travel + Leisure Co., Hilton Grand Vacations, Marriott Vacations Worldwide).

• Familiarity with CRM systems and marketing platforms common in timeshare (e.g., Salesforce, call center dialers, digital marketing tools).

• Experience supporting or designing sales compensation and incentive plans.

Core Competencies

• Strong business acumen and ability to discuss trade-offs with senior leaders.

• Excellent communication and storytelling skills.

• High ownership mindset and bias toward action.

• Ability to navigate ambiguity and build structure in evolving environments.