Marketing Performance Analyst

Prosci

2d•$74,000 - $92,000•Remote

About The Position

Prosci is seeking a Marketing Performance Analyst to join their Performance Marketing team. This role will be responsible for marketing performance reporting and insights across various channels including HubSpot, paid media, email, content, social, and events. The analyst will be expected to go beyond reporting to connect data to business decisions, investigate the 'why' behind metric changes, and provide recommendations. The ideal candidate is curious, detail-oriented, and understands the importance of context in data analysis. 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 and growth.

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 and test it with data.
Root cause analysis skills: ability to investigate metric changes and provide explanations.
Business context fluency: understanding of pipeline, funnel economics, and campaign logic to connect data to business outcomes.
Proactive storytelling: ability to flag issues without being asked, frame findings in terms of impact, and end deliverables with recommendations.
Analytical Curiosity: Skeptical of surface-level explanations and motivated 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 with Marketing Ops, Sales Ops, Performance Marketing, and regional teams.
Global Perspective: Experience supporting or reporting across multiple markets and regions.
HubSpot expertise (reporting, custom report builder, attribution, campaign/lifecycle reporting, dashboards, Data Hub familiarity).
Email marketing analytics (open rates, CTR, deliverability, list health, funnel connection).
Content marketing analytics (pipeline contribution, engagement quality, evaluation beyond pageviews).
Paid media reporting (LinkedIn Ads, Google Ads: CPL, ROAS signals, audience performance, pipeline connection).
Campaign tracking fundamentals (UTM structure, tagging discipline, impact on reporting accuracy).
Working knowledge of GA4 and platform-specific tracking (LinkedIn Insight Tag, Google Ads conversion tracking).
Strong Microsoft Excel / 365 skills (pivot tables, formulas, data validation).
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 and proactive recommendations, not just reports.

Nice To Haves

Looker Studio (ability to build or iterate on connected dashboards).
Salesforce familiarity (understanding of data flow to SFDC for opportunity/revenue reporting).
Data integration experience (connecting CRM data with web analytics).
Basic SEO / SEMrush familiarity.
Agency experience.

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 on anomalies, trends, and performance shifts, providing hypotheses for causes and recommended actions.
Translate channel and funnel data into business insights, explaining what is working, what is 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.
Identify and collaborate with Marketing Operations 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, 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 in HubSpot and Looker Studio for regional teams and leadership.
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, shared targets, and lead quality standards.
Assist regional marketers in interpreting dashboards and reinforce consistent measurement practices globally.