Senior Marketing Data & Insights Analyst

Tennant Company•Eden Prairie, MN

1d•$78,700 - $118,100•Onsite

About The Position

The Senior Marketing Data & Insights Analyst is responsible for building, maintaining, and interpreting marketing performance data across Tennant, IPC, and Robotics brands. This role transforms complex marketing data into clear, actionable insights that guide campaign decisions, GTM strategy, and business performance reviews. The ideal candidate is both a skilled BI builder and a confident analytical storyteller — someone who can tell leadership not just what the data says, but what it means for the business and what should happen next.

Requirements

Bachelors degree in Marketing, Business, Data Analytics, or a related field
Minimum 5 years of relevant experience in marketing analytics, business intelligence, or a related data function
Proficiency in Power BI or equivalent BI platform, ability to build, maintain, and publish reports independently
Experience with CRM and marketing automation platforms, preferably CRM Dynamics
Working knowledge of web analytics platforms, including Adobe Analytics, GA4 or equivalent
Experience with marketing funnel metrics: MQL, SQL, conversion rates, pipeline reporting, and campaign performance measurement
Strong written and verbal communication skills with demonstrated ability to present data to non-technical audiences
Advanced Excel skills; familiarity with data modeling concepts a plus
Problem-solving mindset
Strong analytical thinking with the ability to identify the story in the data and communicate it clearly to a non-technical audience
Proven ability to work independently, prioritize a high-volume workload, and meet deadlines consistently without close supervision
Detail-oriented with a personal commitment to data accuracy
Ability to build relationships and influence partners across marketing, sales, and regional teams
Comfortable presenting analysis to leadership and adapting communication style to the audience
Calm and effective in a deadline-oriented environment with competing priorities
Collaborative and curious

Nice To Haves

Experience supporting executive-level business reviews or leadership reporting
Familiarity with eCommerce analytics and digital attribution modeling
Exposure to B2B marketing analytics in a global or multi-brand environment
Demonstrated interest in growing analytical scope and capability over time

Responsibilities

Build and maintain marketing BI reports and dashboards covering web performance, eCommerce, CRM pipeline, marketing performance, and campaign analytics
Ensure all reports and dashboards are accurate and QA-reviewed before distribution
Publish recurring reports on schedule; manage the marketing BI request queue and collaborate with crossfunctional partners on requests
Maintain and continuously improve reporting infrastructure using Power BI with a focus on automation, standardization, and usability
Support execution of Monthly and Quarterly Marketing Metrics Reviews for IBM including data preparation, report builds, and performance tracking
Translate marketing data into clear business narratives, outputs should answer not just what happened, but why it happened and what it means for the business
Develop and maintain vs. Plan performance analysis as the primary lens for all marketing reporting; include YoY comparisons only when they add explanatory context
Analyze marketing funnel performance, including MQL to SQL to opportunity to revenue, and identify drivers and barriers by region, brand, and channel
Identify trends, anomalies, and opportunities in marketing data proactively and surface insights to the Business Intelligence Leader and brand teams without waiting to be asked
Support web and eCommerce performance analysis including GA4, digital channel attribution, and online conversion tracking
Contribute analytical support to campaign measurement, demand generation reporting, and GTM performance tracking across Tennant, IPC, and Robotics brands
Partner with brand teams, regional marketing teams, and product managers to understand data needs and translate business questions into analytical outputs
Present data and analysis to marketing partners and leadership in clear and concise language, audience should be able to read the summary and understand the business story quickly and effectively
Standardize and educate marketing stakeholders on KPIs, metric definitions, and data interpretation, help build data literacy across the IBM marketing team
Identify and recommend improvements to marketing data collection, reporting processes, and analytical frameworks
Maintain data governance and report documentation so outputs can be understood, maintained, and built upon by the broader team
Stay current on BI tools, marketing analytics platforms, and emerging best practices, bringing relevant innovations to the team