Senior Marketing Data Analyst

Job Description

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.

• 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 Big Query, 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, Hub Spot, 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
• Pa…