Senior Marketing Data Analyst

The Senior Marketing Analyst is responsible for developing the marketing performance framework and measuring, optimizing, and analyzing marketing initiatives across channels to drive measurable business outcomes. This role owns marketing performance reporting, with a strong emphasis on analyzing individual user behaviors through our marketing channels, and on our website to enable targeted, data-driven personalization strategies that enhance customer engagement, loyalty, and revenue growth. The analyst will build robust data pipelines in Databricks, merge datasets using SQL and visualization tools like Power BI, and derive actionable insights from user sessions, conversion metrics, and cross-channel performance. This position collaborates closely with IT, Marketing, Sales, and Digital leaders to translate insights into personalized campaigns and continuous improvements.

The analyst will partner with Marketing, Customer Intelligence, Sales, Commercial Activation, IT/Data, and Finance to tag lead sources, define conversion events, connect campaign touchpoints to CRM outcomes, and build reliable attribution reporting. The role uses CRM, marketing automation, analytics, and visualization tools to turn campaign, engagement, lead, conversion, and revenue data into actionable recommendations that improve customer engagement, loyalty, retention, and revenue influence.

Essential Duties and Responsibilities:

• Marketing Performance
  • Develop and maintain the marketing performance framework across channels, campaigns, lifecycle journeys, events, GTM programs, and customer segments.
  • Define KPIs, reporting logic, lead source taxonomy, conversion definitions, funnel stages, and success measures in partnership with Marketing, Customer Intelligence, Sales, Commercial Activation, and Finance.
  • Assist in ingest and structure raw web traffic data (e.g., from server logs, APIs, or tools like Quantum Metric / Google Analytics) into scalable datasets in BigQuery, designing schemas for efficient querying and in-depth analysis of individual user sessions, logged-in behaviors, conversion funnels, and personalization opportunities.
  • Partner with IT to develop ETL processes for cleaning, transforming, and merging web data with other datasets (e.g., CRM, sales, or customer profiles) using SQL for complex joins, aggregations, data enrichment, and user-level segmentation.
  • Track and report on digital campaign performance, ROI, and funnel effectiveness across web, email, paid media, and social channels, with a focus on how individual user interactions inform personalized marketing tactics.
  • Develop interactive dashboards and reporting frameworks using tools like Power BI to measure marketing effectiveness, monitor user engagement, and support real-time decision-making.
  • Analyze customer behavior and digital engagement at the individual level to identify optimization opportunities, such as tailored content recommendations or targeted retargeting.
  • Provide data-driven insights and recommendations to improve conversion rates, retention, and personalization, ensuring compliance with data privacy regulations (e.g., GDPR, CCPA).
  • Develop, implement, and optimize multi-channel digital strategies (paid search, social, content) to improve ROI and meet business objectives.
• Lead Source, Conversion & Attribution
  • Lead the effort to tag lead sources and conversion events across campaigns, forms, events, paid media, email, social, website content, and CRM-enabled journeys.
  • Develop and govern a consistent source, medium, campaign, program, segment, and offer taxonomy so Marketing can connect engagement to leads, opportunities, retention, and revenue influence.
  • Partner with CRM, HubSpot, IT/Data, and Sales stakeholders to ensure leads, inquiries, campaigns, opportunities, customer segments, and follow-up actions are tracked consistently.
  • Build funnel reporting from awareness to engagement, inquiry, qualified lead, opportunity, conversion, retention, and revenue influenced.
  • Identify tracking gaps, data quality issues, duplicate source logic, and attribution limitations, then recommend practical fixes.
• Cross-Functional Collaboration
  • Partner with Marketing, Sales, and Digital Experience leaders to align campaigns with broader business strategies and personalize user experiences based on website usage patterns.
  • Collaborate with the Data & Insights team to maintain consistent measurement, data quality, customer segmentation, and ethical data practices.
  • Engage with the Digital Enablement team in linking web performance metrics to enterprise KPIs.
  • Share insights, best practices, and training across teams to foster a culture of data-driven, personalized marketing and continuous improvement.
  • Support ELT, Marketing, and Commercial reporting by connecting marketing performance metrics to enterprise KPIs, including revenue influence, conversion, retention, loyalty, and customer engagement.
  • Translate performance insights into recommendations for campaign optimization, audience targeting, budget allocation, lifecycle strategy, and customer-facing enablement.
• Innovation & Continuous Improvement
  • Stay abreast of emerging trends in digital marketing, CRM personalization, web analytics tools, and privacy-compliant technologies.
  • Test and pilot innovative approaches, such as A/B testing, multivariate experiments, predictive modeling for user behavior, and advanced personalization strategies (e.g., using machine learning basics for segmentation).
  • Recommend enhancements to workflows, targeting strategies, campaign execution, and integration with marketing automation platforms.
  • Champion the adoption of digital-first, user-centric practices within the organization.
    

Minimum Education and/or Experience:

• Bachelor’s degree in Marketing, Business Analytics, Digital Media, or a related field.
• 4-6 years of experience in marketing analytics, performance marketing, lifecycle marketing reporting, CRM reporting, marketing automation analytics, or campaign measurement.
• Experience developing marketing KPI frameworks, lead source taxonomies, conversion tracking, funnel reporting, attribution logic, and performance dashboards.
• Advanced proficiency in SQL for querying, data manipulation, and optimization; hands-on experience with Databricks, or similar cloud data warehouses, for building and managing large-scale datasets.
• Experience with CRM systems and data architectures (Microsoft Dynamics preferred), including integration for personalized marketing.
• Strong analytical skills with the ability to manipulate, interpret, and derive insights from large datasets, including individual user-level data.
• Proficiency in digital marketing metrics, ROI analysis, and tools for web analytics (e.g., Google Analytics, Adobe Analytics), visualization (e.g., Power BI, Looker Studio), and personalization (e.g., marketing automation platforms like Microsoft Dynamics 365 or HubSpot).
• Knowledge of data privacy laws and best practices for handling sensitive user data.
• Excellent communication skills, with the ability to translate complex data into actionable, business-oriented insights for non-technical stakeholders.
• Detail-oriented, organized, and capable of managing multiple projects in a fast-paced environment.
• Collaborative mindset with proven ability to work effectively across marketing, sales, IT, and data teams; experience in fostering inclusive, diverse marketing strategies is a plus.