Lead Marketing Analyst, Program Insights

As a member of the Marketing Data & Insights team, the Lead Marketing Analyst, Program Insights serves as a strategic analytics partner to global Go-To-Market (GTM) teams. You will be responsible for quantifying the health, efficiency, and risk of specialized GTM programs focused on Financial Reporting, Governance, Risk, and Compliance (GRC), Sustainability, and industry-specific verticals. By translating complex data into actionable insights, you will help these solution areas navigate market shifts and optimize their specialized funnels to drive global growth.

This role goes beyond reporting. The Lead Marketing Analyst applies strong analytical judgment, modern analytics tooling (including AI-enabled analysis), and business context to answer the "so what?". Identifying what's working, what's underperforming, where risk exists, how spend translates into outcomes, and how programs and measurement approaches should evolve to maximize pipeline impact and ROI.

Why This Role Matters

Workiva is scaling a complex, global, multi-motion GTM engine while investing deeply in data and AI. In this environment, understanding not just what happened, but what will happen next, is critical to durable, efficient growth for our GTM programs.

The Lead Marketing Analyst, Program Insights is essential to making Workiva's GTM smarter, faster, and more confident in its decisions. This role moves the organization beyond retrospective reporting to forward-looking, insight-driven optimization. Identifying leading indicators of success and risk, diagnosing performance drivers, and recommending clear actions in real time.

By shaping measurement best practices, improving data foundations, and elevating data literacy across GTM teams, this role directly influences program efficiency, pipeline performance, and executive confidence in marketing's impact, ultimately strengthening Workiva's long-term growth trajectory.

Program Health, Optimization & Advanced Analytics

• Serve as the primary analytics partner for assigned global GTM programs, holding end-to-end visibility into program health, performance, efficiency, and risk-surfacing risks early, recommending mid-flight optimizations, and directly shaping decisions on budget allocation, audience strategy, channel mix, and measurement.

• Use advanced analytics and AI-assisted techniques (e.g., trend detection, anomaly identification, forecasting, scenario analysis) to surface insights and risks early

• Diagnose drivers of over- or under-performance (channel mix, audience targeting, execution quality, coverage gaps, conversion friction) and recommend clear, prioritized actions

• Evaluate spend versus outcomes to assess efficiency and expected return, analyzing metrics such as cost per lead, pipeline contribution, stage conversion rates, and ROI to inform recommendations on where to scale, optimize, or reduce investment.

• Identify leading indicators of success or risk and recommend mid-flight optimizations

Strategic Insights, Storytelling & Communication

• Translate campaign, channel, and regional performance into clear, compelling insights for audiences ranging from marketing practitioners to senior leaders

• Articulate performance narratives clearly by defining what happened, why it matters, and which strategic changes are necessary

• Deliver structured, decision-oriented readouts that categorize actions into doubling down on success, optimizing or fixing underperformance, and deprioritizing low-impact activities

• Communicate complex data in a manner that is accessible, credible, and actionable for all stakeholders

Measurement Strategy & Best Practices

• Recommend and drive improvements to how GTM performance is measured, not just reported-by proposing new metrics, refining definitions, and influencing how targets, benchmarks, and success criteria are set across programs, regions, and motions.

• Help evolve program-level metrics across pipeline creation, progression, efficiency, and impact

• Identify gaps, inconsistencies, or outdated approaches and propose best-practice solutions

• Support consistent measurement across regions, channels, and GTM motions

Analytics & Reporting Enablement

• Design and deliver decision-ready dashboards and analyses that enable self-service for GTM leaders, campaign owners, and regional marketers while providing clear strategic context and interpretation.

• Ensure data accuracy, consistency, and scalability across regions and GTM motions

• Partner with operations and data teams to improve data models and reporting foundations

Cross-Functional Partnership

• Work closely with GTM stakeholders (Campaigns, Demand, Digital, Regional Marketing) throughout planning, execution, and retrospectives

• Partner with Marketing Ops, Sales Ops, Finance, and Data teams to align investment, targets, and performance measurement

• Help raise overall data literacy and comfort with analytics across GTM teams

.What You'll Need

Minimum Qualifications

• 6+ years of experience within a data insights or analytics function, with an emphasis…