Marketing Analytics Manager

Beth Israel Lahey Health • Danvers, MA

104d

About The Position

When you join the growing BILH team, you're not just taking a job, you’re making a difference in people’s lives. The Marketing Analytics Manager is responsible for collecting and analyzing marketing data to inform strategic decisions and optimize campaign performance. By leveraging multiple marketing data sources, the Manager will generate actionable insights and collaborate closely with marketing strategy, operations, and digital experience peers, and other relevant teams to measure marketing effectiveness. The Manager brings both marketing analytics expertise and an understanding of HIPAA-covered entities and state and federal privacy regulations, ensuring data is collected, analyzed, and reported in ways that protect privacy and meet regulatory standards.

Requirements

• Bachelor's degree in Business Administration, Marketing/Communications, or other related field required.
• 5+ years of experience in marketing analytics, digital analytics, or CRM analytics; healthcare or HIPAA-covered entity experience strongly preferred.
• Experience implementing compliant tagging, reporting, and data governance practices in a healthcare environment.
• Experience with CRM platforms (e.g., Salesforce, Microsoft Dynamics, HubSpot) and marketing automation tools (e.g., Marketo, Eloqua, Pardot).
• Proven track record managing analytics across websites, digital campaigns, and CRM platforms.
• Proficiency with web analytics platforms (e.g., GA4, or privacy-compliant alternatives).
• Strong data visualization and reporting skills (Tableau, Power BI, Looker, or similar).
• Familiarity with data integration tools, tag management systems, and attribution modeling.
• Deep understanding of HIPAA, HITECH, and OCR guidance regarding digital tracking technologies and CRM data use.
• Demonstrated ability to balance marketing performance optimization with strict privacy and security requirements.
• Strong analytical and problem-solving skills with the ability to turn complex data into actionable insights.

Responsibilities

• Manage analytics and reporting across web, campaign, and CRM platforms, ensuring data integrity and compliant use of customer/patient data.
• Drive the execution of marketing analytics initiatives, ensuring the right data is collected, analyzed, and interpreted to optimize campaigns, enhance lead generation, and improve conversion rates.
• Develop dashboards and reports that connect marketing performance to business outcomes such as lead generation, pipeline progression, patient engagement, and ROI.
• Track the full consumer journey from campaign exposure through conversion (e.g., appointment request, registration, event attendance), ensuring attribution models are accurate and privacy-compliant.
• Provide actionable insights based on deep analysis to inform marketing strategies and maximize ROI.
• Support the marketing team in tracking and reporting on campaign performance by providing tools, guidance, and best practices that foster greater self-sufficiency.
• Continuously monitor and improve marketing data integrity, accessibility, and governance, ensuring teams have reliable information to drive results.
• Work with the Compliance and IT teams to ensure data collection, storage, and usage align with HIPAA, OCR guidance, and organizational policies.
• Define and maintain standards for data tagging, field usage, and user access to minimize risk and ensure audit readiness.

Benefits

• Comprehensive compensation and benefits
• Support for achieving a healthy and balanced life

What This Job Offers

• Job Type: Full-time
• Career Level: Mid Level
• Education Level: Bachelor's degree
• Number of Employees: 1,001-5,000 employees