Marketing & Analytics Specialist

Doing business to business, person to person. Payworks is a leading workforce management solutions provider and multi-year winner of the Canada’s Best Managed Companies program. We are proudly Canadian and committed to developing world‑class products and providing a progressive workplace culture where Doing Right by People is our purpose.

With clients of all sizes and more than 600 employees, we currently have an exciting opportunity on our Marketing team for the right candidate.
Because when it comes to great people, there’s always room for one more.

Reporting to the Senior Manager, Growth Marketing, the Marketing Performance & Analytics Specialist is the performance intelligence centre of Payworks' demand generation engine. You own full-funnel analytics, campaign and channel attribution, and performance reporting across all demand streams, translating data into clear recommendations on where to invest, scale, or redirect budget with qualified pipeline and revenue as the primary business objectives.

This is more than campaign optimization. You look across channels, audiences, and the entire funnel to determine which investments are generating the greatest return, and you make the case for what we should do differently.

• +Comprehensive employer paid benefits, including a Health Spending Account, for you and your family and excellent pension plan with employer contributions.
• +Plenty of professional development opportunities.
• +Community-minded culture – Receive two paid days per year to volunteer and lots of opportunity to “Pay it Forward”.
• +Time and flexibility to meet your needs – Hybrid work model with flexible work options, plus 3 weeks vacation to start, flex time and parental leave benefits.
• +Cool perks – Annual Lifestyle Spending Account, fun office environment and events, and more!

• +Demand Funnel Analytics & Performance Reporting - Own weekly and monthly performance reporting across all demand streams (MQL, PQL, SIL, EQL), channels, and campaigns. Produce full-funnel conversion analysis from lead through to qualified pipeline and revenue, and evolve Salesforce dashboards and reporting to support Marketing leadership, executive, and Board-level presentations.
• +Campaign & Channel Attribution - Own campaign, channel, and demand-source attribution across the full funnel. Maintain UTM governance, tracking pixel integrity, GCLID auto-tagging, and view-through attribution. Go beyond tracking mechanics to answer the strategic question: which investments, campaigns, channels, and audiences are driving qualified pipeline?
• +Performance Recommendations & Budget Optimization - Monitor performance against targets and defined thresholds. Identify performance signals, explain what they mean, and deliver clear, data-backed recommendations on where to increase, reduce, or redirect spend. Prepare quarterly performance summaries and budget pacing analysis to support investment decisions.
• +Testing & Experimentation - Design and run A/B and multivariate tests across landing pages, ads, and emails. Document hypotheses, results, and learnings, and translate insights into optimization actions. Testing is a tool that feeds your broader performance analysis, not the defining mandate.
• +Segmentation & ICP Analysis - Use Clay/ICP-enriched data to identify which audiences convert best across channels and funnel stages. Surface insights that sharpen targeting decisions and inform campaign strategy.
• +Emerging Channels & AI-Driven Discovery - Help assess shifts in B2B acquisition channels, including the growing role of AI-driven discovery and answer engine optimization (AEO). Evaluate their contribution to…