Marketing Analyst

Job Objective

The Marketing Analyst is responsible for capturing leads, managing and nurturing them throughout the marketing funnel, and optimizing marketing efforts using marketing automation technologies. This role plays a key role in executing marketing strategies such as email marketing, digital campaigns, event registrations, and follow-ups, tracked and managed in the CRM, and brings expertise in lead scoring, CRM data enrichment, and funnel analysis.

Key Accountabilities & Responsibilities

% Time

Key Responsibilities:

• Google Analytics 4 (GA4) Analysis & Data Visualization
  • Set up, configure, and manage GA4 properties to track website traffic, user behavior, and conversions.
  • Build and maintain interactive dashboards and reports using Looker Studio, Power BI, and GA4.
  • Create custom GA4 events, goals, and conversion tracking to measure marketing performance
  • Deliver data visualization reports to marketing, sales, and leadership teams for better decision-making.
• Lead Management:
  • Capture, qualify, and score incoming leads based on defined criteria.
  • Enrich and maintain lead data in CRM to ensure complete and accurate information.
  • Manage lead nurturing programs to move leads through the funnel (email marketing, remarketing, retargeting, etc.).
  • Analyse lead behaviour and conversion rates to identify areas for improvement.
• Funnel Analysis & Reporting:
  • Analyze lead flow, conversion rates, and marketing channel effectiveness.
  • Provide insights into lead quality, performance, and optimization opportunities throughout the funnel.
  • Report on the effectiveness of campaigns using data from CRM and marketing automation tools.
• Marketing Automation & Campaign Execution:
  • Work with marketing automation platforms (e.g., Pardot / MCAE or Hubspot) to create and manage lead nurturing workflows, scoring models, and campaigns.
  • Execute and monitor digital marketing initiatives, including email campaigns, paid media, and social media targeting.
  • Support marketing team in executing event registrations, lead follow-ups, and other marketing tactics.
  • Track and report on the effectiveness of campaigns using automation tools and CRM data.
• Collaboration & Support:
  • Collaborate with the sales team to ensure alignment between marketing efforts and sales goals.
  • Provide feedback and insights to improve lead generation tactics, content strategies, and CRM workflows.
  • Support ongoing improvements in marketing operations, including lead segmentation, audience targeting, and campaign efficiency.

Influence And Decision Making Authority

• Responsible for performing analyses and preparation of forecasts and recommendations in the areas of customer preferences, sales coverage, market penetration, market practices and sales trends.
• Responsible for researching market conditions to determine potential sales of ERM products and services.
• Identifies new business opportunities and inputs into the creation of appropriate business plans.
• Identifies new market opportunities (i.e., products/services, technologies, markets).
• Responsible for external market and competitor analysis, provide recommendations around new products and services to launch for ERM to remain competitive.

Job Requirements & Capabilities

Qualifications:

• Bachelor's degree in Marketing, Business, Data Analytics, or a related field.
• 4-6 years of experience in a marketing analytics or lead generation role.

Job specific capabilities/skills:

• Experience working closely with sales teams to align lead generation efforts with sales objectives.
• Experience in lead scoring, lead nurturing, and funnel management.
• Knowledge of digital marketing strategies, including SEO, paid media, and social media marketing.
• Proficiency in reporting tools and dashboards (e.g., Google Analytics, Tableau, etc.) as well as CRM systems, particularly Salesforce.
• Experience with marketing automation platforms (Pardot / MCAE or Hubspot) and CRM tools (Salesforce) is highly preferred.
• Familiarity with email marketing, digital marketing tactics, and campaign tracking.
• Strong analytical skills with the ability to interpret data and derive actionable insights.
• Excellent organizational skills, attention to detail, and ability to manage multiple projects.