Job Details

Job Description:
Summary:

The Marketing Analytics Lead leverages data-driven insights to inform and optimize marketing campaigns, drive business growth, and maximize campaign spend. As a key member of a nimble martech team within a dynamic digital experience group, you will collaborate across functions to ensure our marketing strategies are anchored in robust data analysis and aligned with organizational goals.

Operational Responsibilities

Data Analysis & Reporting
• Monitor and analyze performance metrics across digital channels, including web and app tracking and acquisition, to provide insights specific to online consumer behavior.
• Collect, clean and analyze data from a variety of internal and external sources to evaluate performance.
• Develop and maintain interactive dashboards using tools such as Excel, Looker Studio, SmartSheet and, potentially in the future, Power BI, to track key performance indicators (KPIs).
• Generate regular performance reports that translate complex data into actionable insights for campaign optimization.

Market Research & Competitive Analysis
• Conduct comprehensive market research to help identify trends, patient needs and competitive positioning.
• Integrate external data sources (e.g., census data, health statistics) with internal analytics to provide a holistic view of market dynamics.
• Present research findings and strategic recommendations to inform marketing plans and budget allocation.

Campaign Optimization & Strategic Support
• Analyze marketing campaign performance across various channels using metrics such as conversion rates, click-through rates and cost per acquisition.
• Collaborate with the digital experience and other teams to refine campaign strategies based on data insights, ensuring efficient resource utilization and maximizing ROI.
• Support forecasting and budget planning processes by evaluating potential opportunities and risks.

Project Coordination & Cross-Functional Collaboration
• Manage analytics projects, ensuring timely delivery of insights and adherence to project timelines and deliverables.
• Coordinate meetings and presentations to effectively communicate analytics findings with internal customers.
• Work closely with internal customers and stakeholders to align marketing analytics with broader organizational objectives.

Quality Assurance & Compliance
• Help ensure all analytics practices comply with healthcare regulations and data privacy standards (e.g., HIPAA).
• Develop and maintain standardized reporting templates and methodologies for consistency across the organization.
• Maintain documentation of analytics methodologies and reporting processes, continually refining in accordance with data-management best practices.

Qualifications and Skills

Technical Proficiency
• Skilled in data-analysis tools, including Excel. Familiarity with SQL and/or Python a plus.
• Proficiency with Google Analytics and Google Tag Manager and openness to apply skills to other analytics platforms.
• Ability to manage, interpret and derive actionable insights from complex datasets.
• Skilled with visualization tools, such as Power BI or Tableau.
• Familiarity with Salesforce or other CRMs and/or marketing automation tools is a plus.
• Familiarity with first-touch, last-touch, and multi-touch attribution models to evaluate marketing effectiveness is also a plus.

Analytical & Strategic Thinking
• Experience in marketing analytics, with a track record of using data to help inform and drive strategic decisions.
• Exceptional quantitative and problem-solving skills with meticulous attention to detail.
• Ability to map and analyze customer (patient) touchpoints across multiple channels.

Communication & Collaboration
• Strong written and verbal communication skills, capable of presenting complex data in an accessible manner to both technical and non-technical stakeholders.
• Demonstrated ability to work effectively in team settings and manage multiple projects in a fast-paced environment.

Healthcare Industry Knowledge
• Knowledge of HIPAA and PHI governance, data de-identification, and other regulatory security best practices is a plus.
• Experience in a healthcare setting, including familiarity with healthcare market dynamics and patient demographics is also preferred but not required.
• Candidates who do not have health system experience understand that acquiring this knowledge on the job is required.

Requirements:

Education and Experience
• Required:

o Bachelor's degree in Marketing, Business, Statistics, Data Analytics or a related field.

o 1-3 years of experience in marketing analytics, data analysis, or a related role is required.
• Preferred: Advanced degree or certifications in analytics, data science or healthcare marketing.

Licenses and Certifications:
• Helpful but not required: Certifications in digital marketing, recruitment marketing, or employer branding

Work Requirements:
Shift: Day
On Call: No
Weekends: No
Travel Required: No Travel

Location:
Ballad Health Corporate