Senior Digital & Marketing Analyst

The Senior Digital & Marketing Analyst is responsible for measuring, optimizing, and analyzing marketing and digital initiatives across channels to drive measurable business outcomes. This role owns digital performance reporting, with a strong emphasis on analyzing individual user behaviors 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 BigQuery, 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.

Key Activities

• Digital & Marketing Performance
• Ingest and structure raw web traffic data (e.g., from server logs, APIs, or tools like Google Analytics) into scalable datasets in BigQuery, 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 and Looker Studio 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.
• Cross-Functional Collaboration
• Partner with Marketing, Sales, and Digital Experience leaders to align campaigns with broader business strategies and personalize user experiences based on website usage patterns.
• Collaborate with the Data & Insights team to maintain consistent measurement, data quality, customer segmentation, and ethical data practices.
• Support the Digital Enablement team in linking web performance metrics to enterprise KPIs.
• Share insights, best practices, and training across teams to foster a culture of data-driven, personalized marketing and continuous improvement.
• Innovation & Continuous Improvement
• Stay abreast of emerging trends in digital marketing, CRM personalization, web analytics tools, and privacy-compliant technologies.
• Test and pilot innovative approaches, such as A/B testing, multivariate experiments, predictive modeling for user behavior, and advanced personalization strategies (e.g., using machine learning basics for segmentation).
• Recommend enhancements to workflows, targeting strategies, campaign execution, and integration with marketing automation platforms.
• Champion the adoption of digital-first, user-centric practices within the organization.

Qualifications

• Bachelor’s degree in Marketing, Business Analytics, Digital Media, or a related field.
• 4–6 years of experience in digital marketing, web analytics, and user behavior analysis.
• Advanced proficiency in SQL for querying, data manipulation, and optimization; hands-on experience with BigQuery, Databricks, or similar cloud data warehouses for building and managing large-scale datasets.
• Experience with CRM systems and data architectures (Microsoft Dynamics preferred), including integration for personalized marketing.
• Strong analytical skills with the ability to manipulate, interpret, and derive insights from large datasets, including individual user-level data.
• Proficiency in digital marketing metrics, ROI analysis, and tools for web analytics (e.g., Google Analytics, Adobe Analytics), visualization (e.g., Power BI, Looker Studio), and personalization (e.g., marketing automation platforms like HubSpot or Marketo).
• Knowledge of data privacy laws and best practices for handling sensitive user data.
• Excellent communication skills, with the ability to translate complex data into actionable, business-oriented insights for non-technical stakeholders.
• Detail-oriented, organized, and capable of managing multiple projects in a fast-paced environment.
• Collaborative mindset with proven ability to work effectively across marketing, sales, IT, and data teams; experience in fostering inclusive, diverse marketing strategies is a plus.

Impact

This role maximizes the return on digital and marketing investments by delivering precise performance insights, enabling personalized user experiences based on website usage, and driving targeted execution. The Senior Digital & Marketing Analyst directly contributes to enhanced customer engagement, loyalty, retention, and revenue growth through bridging advanced analytics with strategic personalization.