Lead Generation Analyst

Anew Health is one of the nation’s leading pharmacy care management companies that specializes in caring for people with the most complex, chronic needs—wherever they call home. We enable better outcomes for patients and the healthcare organizations who support them. Established in 2023 through the combination of Exact Care and Tabula Rasa Health Care, we provide a suite of solutions that includes comprehensive pharmacy services;

full-service pharmacy benefit management; and specialized support services for Program of All-Inclusive Care for the Elderly. With over 1,400 team members, we care for more than 100,000 people across all 50 states.

The Lead Generation Analyst is responsible for owning and optimizing the quality and performance of the leads we purchase, primarily co-registration and third-party leads. This role focuses on evaluating vendor and source performance, setting and refining purchase criteria, and using validation tools and analytics to maximize lead quality, conversion, and ROI. This role is ideal for someone who is highly analytical, technically sound, and comfortable working hands‑on with lead vendor and validation platforms to diagnose issues, test improvements, and continuously optimize the quality and cost‑efficiency of purchased leads.

• Lead Sourcing & Vendor Management
  Own and manage relationships with third‑party lead vendors and co‑registration sources, and the tools used to track and validate them (e.g., Leadspedia, Trusted Form, marketing automation tools).
  Configure lead routing, validation rules, compliance checks, and source tracking.
  Monitor lead flow, system health, and data integrity across platforms.
  Partner with technology, analytics, and compliance teams to ensure systems are scalable, compliant, and reliable.
• Lead Quality Analysis & Purchase Optimization
  Analyze lead performance across vendors, sources, and lead attributes (e.g., age, geography, form type) to identify trends, issues, and opportunities.
  Evaluate lead quality, conversion rates, cost per lead, downstream performance, and ROI.
  Actively adjust purchase criteria, filters, validation rules, and vendor sourcing strategies based on results (e.g., excluding underperforming lead attributes or sources).
  Design and execute structured tests (e.g., vendor mix, purchase criteria, validation thresholds) to improve outcomes.
• Data, Reporting & Insights
  Build and maintain reporting that provides clear visibility into lead performance and campaign effectiveness.
  Investigate performance anomalies and data discrepancies, identifying root causes and solutions.
  Translate data into clear recommendations for campaign, sourcing, and technology changes.
  Support leadership with actionable insights to guide investment and prioritization decisions.
• Cross‑Functional Collaboration
  Work closely with Marketing, Growth Analytics, and Compliance to align lead generation efforts with business needs.
  Ensure clear definitions and expectations around lead quality, acceptance criteria, and feedback loops.
  Support continuous improvement of lead handoff and downstream performance tracking.
• Process & Continuous Improvement
  Identify opportunities to improve lead generation workflows, automation, and governance.
  Document processes, configurations, and best practices to support scale and consistency.
  Stay current on lead generation technology capabilities, industry trends, and compliance considerations.

• Bachelor’s degree in Marketing, Analytics, Business, Information Systems, or related field (or equivalent experience).
• 2+ years of experience in lead generation, lead buying/procurement, or lead operations, ideally purchasing third‑party or co‑registration leads (as opposed to running paid…