Associate Director, Global Marketing Performance & Strategy Enablement

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Position Summary

The Associate Director, Global Marketing Performance & Strategy Enablement is responsible for owning and advancing the performance infrastructure of Global Marketing. This role drives data-driven decision-making by establishing clear measurement frameworks, leading the marketing attribution and ROMI roadmap, and enabling full-funnel visibility across regions.

This leader ensures alignment between marketing strategy, annual planning frameworks, OKRs, and commercial priorities. Through disciplined dashboard ownership, funnel optimization in partnership with Commercial Operations, and cross-regional performance coordination, this role strengthens marketing’s measurable impact and organizational credibility.

The Associate Director partners closely with Global Marketing, Field Marketing, Commercial Operations, Finance, and Product Marketing to ensure performance transparency, KPI alignment, and actionable insight across regions.

This is a high-impact Associate Director role that blends strategic enablement with hands-on analytical leadership in a complex, matrixed global environment.

Core Responsibilities

Marketing Performance Visibility & Reporting Framework

• Define the framework and requirements for global marketing performance dashboards
• Design and standardize executive-level reporting for:
  • NPI launch performance (pipeline creation, revenue ramp, attach rates, velocity)
  • Global marketing programs and thematic initiatives
  • Multi-channel campaign effectiveness
  • Website engagement and conversion performance
  • Regional full-funnel KPI performance
• Ensure consistent visibility into marketing-sourced and marketing-influenced pipeline and revenue.
• Enable structured reporting frameworks for QBRs and executive updates

2. Marketing Attribution & ROMI Roadmap

• Lead the global marketing attribution roadmap, advancing toward multi-touch attribution maturity.
• Establish phased Return on Marketing Investment (ROMI) frameworks to measure program-level impact.
• Enable full-funnel visibility linking marketing initiatives to pipeline and revenue outcomes.
• Develop and operationalize leading performance indicators that signal early marketing impact on pipeline creation, engagement depth, and opportunity progression.
• Partner with Commercial Operations and Finance to ensure clean funnel definitions and revenue integrity.
• Strengthen data-driven decision-making across global and regional marketing teams.

3. Funnel Performance Framework (in Partnership with Commercial Operations)

• Define frameworks and reporting structures that enable consistent visibility into funnel performance across regions
• Define frameworks and reporting structures that enable consistent visibility into funnel performance across regions
• Partner with Commercial Operations to establish standardized methodologies for identifying conversion bottlenecks and pipeline leakage

4. Marketing Strategy Enablement & Annual Planning Coordination

• Lead the global marketing planning process, coordinating strategy development, campaign planning, and performance target setting across global and regional teams.
• Define structured planning methodologies that connect marketing strategy, campaign planning, and pipeline targets across global and regional teams.
• Support development of marketing investment and resource allocation frameworks to ensure marketing resources are aligned with strategic priorities and growth opportunities.
• Embed measurable KPIs into annual marketing planning frameworks.
• Ensure marketing programs and initiatives are built with defined funnel targets and performance expectations.
• Align global and regional planning through standardized templates and governance checkpoints.
• Enable marketing leaders with insights that inform prioritization and resource allocation decisions.

5. Marketing OKRs & Commercial Alignment

• Translate business and commercial priorities into measurable marketing OKRs and performance targets.
• Align regional KPI targets with global strategic objectives.
• Support structured performance review cadences to track progress against OKRs.
• Ensure transparency of marketing’s contribution to pipeline growth and revenue impact.
• Establish standardized marketing scorecards that enable consistent evaluation of program performance across regions and initiatives.
• Facilitate cross-functional performance review forums (e.g. quarterly marketing reviews) to assess progress, identify improvement opportunities, and inform strategic adjustments.

6. Continuous Improvement & Governance

• Establish governance standards for marketing performance measurement and reporting consistency.
• Lead campaign and program retrospectives to capture insights and scale best practices globally.
• Drive continuous improvement initiatives that strengthen marketing effectiveness, accountability, and credibility.
• Elevate marketing’s role as a measurable, performance-driven strategic partner.

Qualifications

• Typically requires a minimum of 15 years of related experience in marketing analytics, marketing operations, performance strategy, or commercial analytics within a global B2B organization with a Bachelor’s degree; or 12 years and a Master’s degree; or a PhD with 8 years experience; or equivalent experience.
• Demonstrated ownership of dashboards, attribution frameworks, and KPI governance.
• Strong understanding of B2B marketing funnels and pipeline analytics.
• Experience partnering closely with Field Marketing, Commercial Operations, and Product Marketing.
• Experience embedding performance metrics into annual planning and OKR frameworks.
• Proficiency with CRM and marketing automation platforms (e.g., Salesforce, Marketo).
• Experience with BI tools (e.g., Tableau, Hive9, Workfront, Power BI, Looker).
• Strong executive communication skills with the ability to translate data into strategic insight and actionable recommendations.
• Ability to operate effectively in a matrixed global organization.

Success Profile

Within 12–18 months, this role will:

• Establish a clear marketing attribution and ROMI roadmap with measurable progress.
• Deliver full-funnel transparency across global and regional teams.
• Improve funnel conversion performance through structured optimization initiatives.
• Strengthen alignment between marketing OKRs and commercial growth priorities.
• Standardize annual planning and performance governance frameworks.
• Enhance marketing’s credibility as a measurable driver of revenue and business growth.

The estimated base salary range for the Associate Director, Global Marketing Performance & Strategy Enablement role based in the United States of America is: $170,600 - $255,800. Should the level or location of the role change during the hiring process, the applicable base pay range may be updated accordingly. Compensation decisions are dependent on several factors including, but not limited to, an individual’s qualifications, location where the role is to be performed, internal equity, and alignment with market data. Additionally, all employees are eligible for one of our variable cash programs (bonus or commission) and eligible roles may receive equity as part of the compensation package. We offer a wide range of benefits as innovative as our work, including access to genomics sequencing, family planning, health/dental/vision, retirement benefits, and paid time off.

We are a company deeply rooted in belonging, promoting an inclusive environment where employees feel valued and empowered to contribute to our mission. Built on a strong foundation, Illumina has always prioritized openness, collaboration, and seeking alternative perspectives to propel innovation in genomics. We are proud to confirm a zero-net gap in pay, regardless of gender, ethnicity, or race. We also have several Employee Resource Groups (ERG) that deliver career development experiences, increase cultural awareness, and offer opportunities to engage in social responsibility. We are proud to be an equal opportunity employer committed to providing employment opportunity regardless of sex, race, creed, color, gender, religion, marital status, domestic partner status, age, national origin or ancestry, physical or mental disability, medical condition, sexual orientation, pregnancy, military or veteran status, citizenship status, and genetic information. Illumina conducts background checks on applicants for whom a conditional offer of employment has been made. Qualified applicants with arrest or conviction records will be considered for employment in accordance with applicable local, state, and federal laws. Background check results may potentially result in the withdrawal of a conditional offer of employment. The background check process and any decisions made as a result shall be made in accordance with all applicable local, state, and federal laws. Illumina prohibits the use of generative artificial intelligence (AI) in the application and interview process. If you require accommodation to complete the application or interview process, please contact [email protected]. To learn more, visit: https://www.dol.gov/ofccp/regs/compliance/posters/pdf/eeopost.pdf. The position will be posted until a final candidate is selected or the requisition has a sufficient number of qualified applicants. This role is not eligible for visa sponsorship.