Lead Marketing Analyst, Program Insights

Workiva Inc.•Denver, CO

15h•$129,000 - $207,000

About The Position

As a member of the Marketing Data & Insights team, the Lead Marketing Analyst, Program Insights serves as a strategic analytics partner to global Go-To-Market (GTM) teams. You will be responsible for quantifying the health, efficiency, and risk of specialized GTM programs focused on Financial Reporting, Governance, Risk, and Compliance (GRC), Sustainability, and industry-specific verticals. By translating complex data into actionable insights, you will help these solution areas navigate market shifts and optimize their specialized funnels to drive global growth. This role goes beyond reporting. The Lead Marketing Analyst applies strong analytical judgment, modern analytics tooling (including AI-enabled analysis), and business context to answer the “so what?”. Identifying what’s working, what’s underperforming, where risk exists, how spend translates into outcomes, and how programs and measurement approaches should evolve to maximize pipeline impact and ROI. Why This Role Matters Workiva is scaling a complex, global, multi-motion GTM engine while investing deeply in data and AI. In this environment, understanding not just what happened, but what will happen next, is critical to durable, efficient growth for our GTM programs. The Lead Marketing Analyst, Program Insights is essential to making Workiva’s GTM smarter, faster, and more confident in its decisions. This role moves the organization beyond retrospective reporting to forward-looking, insight-driven optimization. Identifying leading indicators of success and risk, diagnosing performance drivers, and recommending clear actions in real time. By shaping measurement best practices, improving data foundations, and elevating data literacy across GTM teams, this role directly influences program efficiency, pipeline performance, and executive confidence in marketing’s impact, ultimately strengthening Workiva’s long-term growth trajectory.

Requirements

6+ years of experience within a data insights or analytics function, with an emphasis on marketing data and program performance insights
Undergraduate degree or equivalent combination of relevant career experience and expertise
Experience supporting B2B SaaS GTM teams

Nice To Haves

Proficient in delivering actionable insights and recommendations in a marketing analytics or program analytics role
Demonstrated ability to translate technical data into executive-level "performance narratives" that influence budget allocation and strategic pivots
Deep understanding of B2B marketing funnels, including pipeline attribution, lead-to-opportunity conversion, and ROI modeling
Advanced proficiency in modern analytics tooling and SQL, with experience leveraging AI-assisted analysis to accelerate insight generation
Experience operating within a large, matrixed organization, supporting global or multi-region marketing programs
Strong stakeholder management skills with the ability to raise data literacy across non-technical marketing and sales teams

Responsibilities

Program Health, Optimization & Advanced Analytics Serve as the primary analytics partner for assigned global GTM programs, holding end-to-end visibility into program health, performance, efficiency, and risk—surfacing risks early, recommending mid-flight optimizations, and directly shaping decisions on budget allocation, audience strategy, channel mix, and measurement.
Use advanced analytics and AI-assisted techniques (e.g., trend detection, anomaly identification, forecasting, scenario analysis) to surface insights and risks early
Diagnose drivers of over- or under-performance (channel mix, audience targeting, execution quality, coverage gaps, conversion friction) and recommend clear, prioritized actions
Evaluate spend versus outcomes to assess efficiency and expected return, analyzing metrics such as cost per lead, pipeline contribution, stage conversion rates, and ROI to inform recommendations on where to scale, optimize, or reduce investment.
Identify leading indicators of success or risk and recommend mid-flight optimizations
Strategic Insights, Storytelling & Communication Translate campaign, channel, and regional performance into clear, compelling insights for audiences ranging from marketing practitioners to senior leaders
Articulate performance narratives clearly by defining what happened, why it matters, and which strategic changes are necessary
Deliver structured, decision-oriented readouts that categorize actions into doubling down on success, optimizing or fixing underperformance, and deprioritizing low-impact activities
Communicate complex data in a manner that is accessible, credible, and actionable for all stakeholders
Measurement Strategy & Best Practices Recommend and drive improvements to how GTM performance is measured, not just reported—by proposing new metrics, refining definitions, and influencing how targets, benchmarks, and success criteria are set across programs, regions, and motions.
Help evolve program-level metrics across pipeline creation, progression, efficiency, and impact
Identify gaps, inconsistencies, or outdated approaches and propose best-practice solutions
Support consistent measurement across regions, channels, and GTM motions
Analytics & Reporting Enablement Design and deliver decision-ready dashboards and analyses that enable self-service for GTM leaders, campaign owners, and regional marketers while providing clear strategic context and interpretation.
Ensure data accuracy, consistency, and scalability across regions and GTM motions
Partner with operations and data teams to improve data models and reporting foundations
Cross-Functional Partnership Work closely with GTM stakeholders (Campaigns, Demand, Digital, Regional Marketing) throughout planning, execution, and retrospectives
Partner with Marketing Ops, Sales Ops, Finance, and Data teams to align investment, targets, and performance measurement
Help raise overall data literacy and comfort with analytics across GTM teams