Senior Marketing Analyst

Turn Data Into Strategy at UVA Health

UVA Health is seeking a Senior Marketing Analyst to join the Office of Strategic Marketing and Communications and help shape a more data-driven approach to marketing across the Health System. This role will transform complex marketing, digital, customer, and web data into meaningful insights that inform strategy, improve performance, and support smarter investment decisions.

As a strategic analytics partner, the Senior Marketing Analyst will work across marketing channels-including search, social media, display advertising, email, content, and web to understand how audiences engage with UVA Health and what drives meaningful action. This position will play a key role in developing measurement strategies, advancing attribution and predictive analytics, identifying opportunities for optimization, and translating findings into clear recommendations for colleagues and senior leadership.

The ideal candidate combines strong technical and analytical capabilities with business acumen, curiosity, attention to detail, and the ability to communicate complex findings in a clear and actionable way.

• Lead reporting and analytics efforts across marketing initiatives and channels supporting acquisition, engagement, awareness, and growth strategies.
• Establish comprehensive measurement strategies, including learning agendas, KPIs, benchmarks, reporting methodologies, and data sources.
• Develop measurement frameworks that connect marketing activity to meaningful business and customer outcomes.
• Analyze customer, campaign, web, and behavioral data across complex and disparate data sources.
• Conduct advanced analyses, including channel attribution, predictive modeling, ROI analysis, and performance forecasting.
• Develop analytics strategies that map customer journeys from initial engagement through conversion and downstream outcomes.

• Identify trends, opportunities, and performance gaps and translate findings into actionable recommendations.
• Develop and implement testing and optimization strategies to improve marketing effectiveness.
• Evaluate campaign performance and identify opportunities to improve audience engagement, conversion, and return on investment.
• Monitor emerging digital marketing, analytics, measurement, and attribution trends and recommend opportunities for innovation.
• Lead annual benchmarking efforts and identify industry best practices to inform continuous improvement.

• Create intuitive dashboards, data visualizations, executive reports, and campaign performance analyses.
• Integrate data from multiple marketing and digital sources to provide a holistic view of performance.
• Establish consistent reporting methodologies and ensure insights are accurate, meaningful, and actionable.
• Evaluate UTM strategies and tracking practices to strengthen campaign measurement and attribution.
• Develop reporting that clearly communicates performance, trends, opportunities, and recommended actions.

• Partner with Performance Marketing to leverage CRM and downstream data to evaluate marketing effectiveness, patient engagement, and return on investment.
• Collaborate with Health Information Technology (HIT) and other subject matter experts to ensure marketing technologies, data connections, and infrastructure support analytics requirements.
• Work closely with marketing strategists, channel owners, content teams, and other stakeholders to develop meaningful measurement plans.
• Serve as a trusted analytics advisor to marketing teams and health system leadership.
• Communicate complex analytical findings clearly and effectively to both technical and non-technical audiences.

• Help advance a culture of data-informed decision-making across the Office of Strategic Marketing and Communications.
• Translate sophisticated analytics into clear business and marketing recommendations.
• Influence marketing strategy by connecting data, customer behavior, channel performance, and organizational objectives.
• Identify opportunities to improve analytics capabilities, processes, technologies, and…