Senior Marketing Analyst

Groundworks•Dallas, TX

5d•Onsite

About The Position

The Senior Marketing Analyst serves as the hands-on analytical engine for the marketing organization. This role sits at the intersection of Conversion Optimization and marketing analytics, responsible for turning complex, multi-source marketing data into clear insights that drive smarter, faster business decisions. The Sr. Marketing Analyst will analyze data, build insights, pressure-test assumptions, and deliver high-volume reporting while partnering closely with marketing leaders to guide strategy.

Requirements

5+ years of experience in marketing analytics, performance analytics, or business analytics, ideally within a multi-location, franchise, or branch-based business
Strong working knowledge of SQL and advanced Excel for data extraction, modeling, and analysis
Experience with data visualization/BI tools such as Tableau, Looker, or PowerBI
Solid understanding of SEM, PPC, local search, and lead-generation marketing models
Comfort working with data that feeds into financial reporting; experience in a publicly traded or audited environment is a plus
Strong business acumen, able to connect marketing metrics to unit economics, revenue, and company-level KPIs
Excellent communication skills, with the ability to present findings clearly to both technical and executive, non-technical audiences
Exposure to marketing attribution, funnel analysis, and ROAS measurement
Basic familiarity with statistical or scripting languages (R, Python) for deeper analysis

Responsibilities

Analyze marketing performance across SEM, social channels, programmatic display and video, affiliates, and brand media all while identifying trends, anomalies, and performance drivers
Extend performance analysis past the click — diagnosing funnel drop-off points across landing pages, forms, and booking flows to find where conversion is being lost
Support the conversion optimization testing calendar: help scope hypotheses, size experiments, and read out A/B and multivariate test results for landing pages and key funnel steps
Turn data into an assessment of relative impact, tradeoffs, and opportunities across campaigns, markets, spend levels, and site experiences
Identify what actually matters versus noise; helping leadership focus on the most impactful levers, whether that's a channel shift or a landing page fix
Operate at the line between marketing analyst, business analyst, and optimization partner, understanding business context, financial implications, and operational realities
Partner with marketing leaders and the Director of Conversion Optimization & Analytics to support strategic decision-making, not just reporting
Pressure-test assumptions and recommendations using data, not intuition, including test results that challenge current channel or page strategy
Produce high-volume, recurring reporting (daily, weekly, monthly) that keeps teams aligned on both acquisition and conversion performance
Ensure data outputs, including experiment and funnel data, are accurate, timely, consistent, and clearly communicated
Upgrade existing analytical workflows and standards, raising the overall bar for data quality and insight
Work hands-on with large datasets using advanced Excel and SQL skills (pivot tables, lookups, formulas, scenario analysis, querying)
Collaborate with supporting analysts, cross functional data teams, and operations team
Translate raw data and test results into executive-ready insights without overcomplication
Help modernize and professionalize marketing analytics across the organization, including how testing and funnel data get used
Introduce better frameworks, methodologies, and analytical rigor where current efforts fall short
It is an essential function of this job that the employee regularly and reliably reports to work on time each working day.
Perform other duties as necessary or assigned.