Senior Marketing Data Analyst

Signature Aviation•Orlando, FL

About The Position

The Senior Marketing Data Analyst develops the marketing performance framework and measures, analyzes, and optimizes marketing initiatives across channels to drive business outcomes. The role owns marketing performance reporting, with a focus on individual user behavior across marketing channels and on the website, enabling data-driven personalization to improve customer engagement, loyalty, retention, and revenue growth. The analyst builds and maintains scalable data pipelines and datasets, combines information from web analytics, CRM, sales, and customer profiles using SQL, and develops dashboards and reporting with tools such as Power BI. The role defines KPIs, lead-source and conversion taxonomies, funnel stages, and attribution approaches, then turns campaign, engagement, conversion, and revenue data into actionable recommendations. Working closely with Marketing, Customer Intelligence, Sales, Commercial Activation, IT/Data, Finance, and Digital leaders, the analyst supports personalized campaigns, reliable attribution reporting, and continuous improvement. The position also tests emerging approaches such as experimentation, predictive modeling, and advanced personalization while ensuring responsible handling of user data.

Requirements

Bachelor’s degree in Marketing, Business Analytics, Digital Media, or a related field.
4–6 years of experience in marketing analytics, performance marketing, lifecycle marketing reporting, CRM reporting, marketing automation analytics, or campaign measurement.
Experience developing marketing KPI frameworks, lead-source taxonomies, conversion tracking, funnel reporting, attribution logic, and performance dashboards.
Advanced proficiency in SQL for querying, data manipulation, and optimization.
Hands-on experience with Databricks or similar cloud data warehouses for building and managing large-scale datasets.
Experience with CRM systems and data architectures; Microsoft Dynamics is preferred.
Strong analytical skills, including the ability to manipulate, interpret, and derive insights from large datasets, including individual user-level data.
Proficiency in digital marketing metrics, ROI analysis, web analytics tools, visualization tools, and personalization tools.
Knowledge of data privacy laws and best practices for handling sensitive user data.
Excellent communication skills and ability to translate complex data into actionable, business-oriented insights for non-technical stakeholders.
Detail-oriented and organized, with the ability to manage multiple projects in a fast-paced environment.
Collaborative ability to work effectively across marketing, sales, IT, and data teams.

Nice To Haves

Experience with Microsoft Dynamics CRM is preferred.
Experience fostering inclusive, diverse marketing strategies is a plus.
Familiarity with tools such as Google Analytics or Adobe Analytics, Power BI or Looker Studio, and marketing automation platforms such as Microsoft Dynamics 365 or HubSpot.

Responsibilities

Develop and maintain a marketing performance framework across channels, campaigns, lifecycle journeys, events, go-to-market programs, and customer segments.
Define KPIs, reporting logic, lead-source taxonomy, conversion definitions, funnel stages, and success measures with partner teams.
Ingest and structure raw web traffic data into scalable datasets, including data used to analyze user sessions, logged-in behavior, conversion funnels, and personalization opportunities.
Partner with IT to develop ETL processes that clean, transform, and merge web data with CRM, sales, and customer-profile datasets using SQL.
Track and report on digital campaign performance, ROI, and funnel effectiveness across web, email, paid media, and social channels.
Build interactive dashboards and reporting frameworks, including with Power BI, to measure marketing effectiveness and user engagement and support decision-making.
Analyze individual-level customer behavior and digital engagement to identify optimization opportunities, including tailored content and retargeting.
Provide recommendations to improve conversion, retention, and personalization while complying with data privacy regulations.
Develop, implement, and optimize multichannel digital strategies, including paid search, social, and content.
Tag lead sources and conversion events across campaigns, forms, events, paid media, email, social, website content, and CRM-enabled journeys.
Develop and govern consistent source, medium, campaign, program, segment, and offer taxonomies to connect engagement with leads, opportunities, retention, and revenue influence.
Work with CRM, HubSpot, IT/Data, and Sales stakeholders to ensure leads, inquiries, campaigns, opportunities, customer segments, and follow-up actions are tracked consistently.
Build funnel reporting spanning awareness, engagement, inquiry, qualified lead, opportunity, conversion, retention, and influenced revenue.
Identify tracking gaps, data quality issues, duplicate source logic, and attribution limitations, and recommend practical fixes.
Align campaigns with broader business strategies and personalize user experiences based on website usage patterns in partnership with Marketing, Sales, and Digital Experience leaders.
Collaborate with the Data & Insights team on consistent measurement, data quality, customer segmentation, and ethical data practices.
Link web performance metrics to enterprise KPIs with the Digital Enablement team.
Share insights, best practices, and training across teams to support data-driven personalized marketing and continuous improvement.
Support executive, Marketing, and Commercial reporting by connecting marketing metrics to enterprise KPIs such as revenue influence, conversion, retention, loyalty, and customer engagement.
Translate performance insights into recommendations for campaign optimization, audience targeting, budget allocation, lifecycle strategy, and customer-facing enablement.
Monitor emerging trends in digital marketing, CRM personalization, web analytics, and privacy-compliant technologies.
Test and pilot approaches such as A/B testing, multivariate experiments, predictive modeling, and advanced personalization strategies.
Recommend improvements to workflows, targeting, campaign execution, and marketing automation integrations.
Promote digital-first, user-centric practices across the organization.