Performance Marketing Analyst; Remote

Cranial Technologies is the leading company in the world completely dedicated to researching, diagnosing, and treating plagiocephaly (commonly called flat head syndrome). With more than 500,000 babies successfully treated, we are the plagiocephaly experts
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We are looking for a data-driven Performance Marketing Analyst to support the implementation, analysis, reporting, and optimization of our digital marketing programs across paid media, organic channels, and the company website.

This is a hands-on role that combines performance marketing, marketing analytics, campaigns, and conversion optimization. The Performance Marketing Analyst analyzes performance across the customer journey and provides actionable insights and recommendations to Marketing leadership to help improve acquisition, engagement, and patient conversion.

The role partners closely with the creative, technology, sales, clinical, and Marketing leadership teams to understand approved business initiatives and how the Marketing Dept can turn data into actionable insights and identify opportunities to improve patient acquisition and conversion.

What Success Looks Like

Success in this role means more than simply keeping campaigns running. The Performance Marketing Analyst is expected to understand why performance is changing, identify what can be improved, test approved solutions, and turn findings into clear recommendations and measurable performance improvements.

The ideal candidate is equally comfortable opening an advertising platform to make a campaign optimization, digging into GA4 to understand a conversion trend, building a dashboard for Marketing leadership, overseeing an A/B test, and presenting performance recommendations to Marketing leadership and relevant stakeholders.

This position is a remote role with travel 1–2 times per year for 3–4 days at a time. At this time, only candidates residing in the United States will be considered.

Responsibilities

Paid Media & Performance Marketing

• Manage the day-to-day implementation, optimization, and analysis of approved paid media campaigns across Google Ads, Meta, and other digital advertising platforms.
• Build approved campaign structures, audiences, and targeting approaches; draft ad copy; and implement UTM parameters and conversion tracking.
• Monitor campaign performance across the full funnel, including spend, CPC, CTR, cost per consultation, consultation-to-fit conversion, CAC, and other business KPIs.
• Analyze performance at the campaign, ad group, keyword, audience, creative, geographic, and placement levels to identify opportunities for optimization.
• Support campaign launches, complete ongoing optimizations, monitor spend, recommend budget adjustments, and troubleshoot platform issues.
• Provide performance data and campaign insights to support Marketing leadership's management of external media and creative vendors.

Marketing Analytics & Reporting

• Develop and maintain performance reporting across paid media, the website, organic search, and other digital channels.
• Use tools such as GA4, Google Tag Manager, Looker/Tableau/Power BI, Supermetrics, and advertising platform reporting to analyze customer acquisition and conversion performance.
• Maintain established UTM standards, campaign tracking, and attribution processes to support accurate performance measurement.
• Translate complex performance data into clear insights, recommendations, and actions for marketing leadership.
• Identify trends, performance gaps, and opportunities across the marketing funnel and communicate findings and recommendations to Marketing leadership and relevant stakeholders.
• Prepare monthly and quarterly performance reporting, insights, and recommendations for Marketing leadership.

Testing & Conversion Optimization

• Implement and analyze approved A/B tests across advertising, landing pages, website experiences, messaging, and other customer touchpoints.
• Evaluate test results using appropriate statistical and performance measures and translate findings into actionable recommendations.
• Analyze user behavior and conversion paths to identify opportunities to improve engagement and conversion.
• Partner with the website developer and internal stakeholders to implement approved landing page, website, and conversion-rate optimization initiatives.
• Use customer and performance data to provide recommendations that support messaging, audience, creative, and campaign decisions.

Website and Organic Performance

• Analyze website and landing-page performance and provide…