Marketing Performance Analyst

Prosci

1d•Remote

About The Position

Prosci is seeking a Marketing Performance Analyst to join their Performance Marketing team within the Global Marketing Center of Acceleration (CoA). This role is designed to enhance the speed and intelligence of Prosci's marketing efforts by translating performance data into actionable decisions. The analyst will be responsible for marketing performance reporting and insights across HubSpot and various marketing channels, including paid, email, content, social, and events. The core of the role involves generating accurate reports, but extends to connecting data trends to business actions, investigating the 'why' behind metric changes, and providing recommendations. Prosci values individuals who are deeply interested in root cause analysis, question assumptions, and understand the importance of context in data. While tool proficiency can be taught, the analytical mindset is crucial for this position. Prosci, founded in 1994, specializes in change management, utilizing the ADKAR® model and offering training, advisory services, and licensing. They are a purpose-driven organization focused on continuous learning, growth, and making a difference.

Requirements

Strong reporting foundation with the ability to go beyond data presentation to provide insights and recommendations.
Hypothesis-driven thinking: ability to form a point of view before analyzing data and adapt when data contradicts expectations.
Root cause analysis skills: ability to investigate metric changes thoroughly to find explanations.
Business context fluency: understanding of pipeline, funnel economics, and campaign logic to connect data to business outcomes.
Proactive storytelling: ability to flag issues proactively, frame findings by impact, and end deliverables with recommendations.
Analytical Curiosity: Skepticism of surface-level explanations and motivation to understand drivers of results.
Bias to Action: Ability to make directional recommendations quickly, even with ambiguity.
Data Storytelling: Ability to clearly frame 'what, so what, now what' for different audiences and translate complexity into decisions.
Cross-Functional Partnership: Ability to work effectively across Marketing Ops, Sales Ops, Performance Marketing, and regional teams.
Global Perspective: Experience supporting or reporting across multiple markets and regions.
HubSpot expertise (required, deep): custom report builder, attribution modeling, campaign and lifecycle reporting, dashboard creation, Data Hub familiarity, and understanding of data accuracy.
Email marketing analytics: understanding of open rates, click-through, deliverability, list health, and connection to funnel outcomes.
Content marketing analytics: understanding of content's contribution to pipeline, engagement quality, and evaluation beyond pageviews.
Paid media reporting: familiarity with LinkedIn Ads and Google Ads performance data (CPL, ROAS signals, audience performance) and connection to pipeline.
Campaign tracking fundamentals: UTM structure, tagging discipline, and understanding upstream tracking impact on downstream reporting.
GA4: Working knowledge of GA4 and platform-specific tracking (LinkedIn Insight Tag, Google Ads conversion tracking), and how web/ad data connects to funnel conversion.
Microsoft Excel / 365: Strong ad hoc analysis skills (pivot tables, formulas, data validation) for quick analysis of raw data.
Bachelor's degree in Marketing, Business, Communications, or related field (or equivalent experience).
2-5 years of B2B marketing analytics or performance marketing experience.
Demonstrated HubSpot experience in a reporting and analytics capacity.
Familiarity with multiple marketing channels (email, content, paid media, social, or events) and their connection to funnel performance.
Track record of delivering insight, not just reports, with proactive findings and recommended actions.

Nice To Haves

Looker Studio: Ability to build or iterate on connected dashboards (trainable).
Salesforce familiarity: Understanding of HubSpot data flow into SFDC for opportunity and revenue reporting.
Data integration: Ability to connect CRM data with web analytics for holistic, multi-system reporting.
SEO / SEMrush: Basic organic channel familiarity for connecting content performance to search visibility.
Agency experience is preferred.

Responsibilities

Own monthly and quarterly marketing performance reporting for leadership and the Performance team, focusing on clear 'what / so what / now what' narratives.
Proactively identify and report anomalies, trends, and performance shifts with hypotheses on causes and recommended actions.
Translate channel and funnel data into business insights, identifying what's working, what's not, suggesting alternative strategies, and outlining the cost of inaction.
Deliver B2B KPI reporting across global regions and key segments, ensuring consistent definitions and transparent limitations.
Manage HubSpot as the primary reporting environment, including custom reports, attribution views, campaign performance, lifecycle analysis, and dashboard maintenance.
Analyze funnel conversion trends (MQL to SQL to Opportunity to Closed Won), tracking lead quality, conversion rates, and pipeline velocity to link marketing activities to revenue.
Critically evaluate HubSpot attribution data, applying and refining multi-touch attribution models suitable for Prosci's B2B sales cycles, and acknowledging model limitations.
Identify and collaborate with Marketing Ops to resolve data quality issues (e.g., missing UTMs, inconsistent lifecycle stages, attribution gaps).
Analyze and report on performance across email marketing, content, paid media (LinkedIn, Google), social, webinars, and events, focusing on metrics like CAC, pipeline contribution, ROAS signals, and marketing-sourced revenue.
Support account-based marketing (ABM) measurement for enterprise segments by tracking engagement at the account level.
Analyze A/B test results for ad copy, landing pages, and email content, identifying successful elements, explaining why they worked, and suggesting next steps for testing.
Identify optimization opportunities (budget allocation, audience targeting, content performance) based on data analysis.
Build decision-ready dashboards and reports for regional teams and leadership using HubSpot and Looker Studio.
Collaborate with Performance Marketing on paid channel measurement and organic optimization.
Partner with Marketing Ops on data quality, campaign tracking, and UTM discipline.
Align with Sales and Sales Ops on pipeline and revenue reporting definitions, targets, and lead quality standards.
Assist regional marketers in interpreting dashboards and reinforce consistent measurement practices globally.