Marketing Analytics Manager

BDO USA, LLP

101 South Hanley Road (Show on map)
Nov 13, 2024
Job Summary: The Marketing Analytics Manager is responsible for identifying opportunities for and providing detailed analysis and insights of our marketing strategies and interpreting these insights into actionable recommendations. This role ensures the proper tracking and collection of marketing attribution data, and in turn visualizes and interprets that data to help determine campaign success and the impact of our integrated marketing. This includes cross-channel and platform data such as email, paid media, webinars, events, gated content, and more. This role will also be responsible for ad hoc reports from different internal platforms and stakeholders, performing data cleanup, and making recommendations to improve processes and data gathering. This role will support data-driven marketing initiatives including the creation and implementation of standard marketing reports, dashboards, and story-telling presentations with actionable metrics. Job Duties: Creates and maintains regular reporting frameworks for KPI tracking and progression towards revenue targets Identifies areas of overage and potential shortages in baselines to provide guidance in where marketing should concentrate efforts Analyzes data across various platforms (Marketing Automation, CRM, CMS), identifies trends, and provides strategic recommendations to stakeholders to improve results Leads back-end data integrity operations for marketing attribution tracking and reporting Identifies opportunities for ad hoc analysis to improve marketing results and insight into making data-driven decisions Provides analysis and supports data-driven requests internally for cross functional stakeholders Leads discussions on results and analysis with internal stakeholders in a way they understand and make educated decisions Performs ROI analysis to evaluate the efficiency and effectiveness of different channels, ad formats, and campaigns Continually looks for and implements ways to improve analytics processes and deliverables Ensures the proper tracking of marketing activities towards success and the supporting operational components behind it within our marketing technology stack Reviews and creates standard operating procedures for periodic updates and reporting Regularly and proactively reaches out to teams to identify data reporting and insights needs Monitors data sources and works with marketing and IT to add metrics needed for reporting and ensures data integrity within systems Maintains marketing attribution and channel dashboards to monitor performance Collaborates with marketing and IT teams to improve reporting dashboards Provides in-depth channel analysis to understand our highest performing channels and guides marketing focus Creates regular reporting for in-depth analysis of our marketing program performance and assists in defining success metrics Leads trainings on marketing attribution reporting dashboards, data models, KPIs, and other analysis Focuses on continuous improvement/education to expand and develop knowledge and understanding of marketing data analytics Develops team goals for the attribution operational focus area and provides input towards strategic initiatives and roadmap items Supports/manages special projects, as assigned Other duties as required Supervisory Responsibilities N/A Qualifications, Knowledge, Skills, and Abilities: Education: Bachelor's degree, required; focus in Data Analytics or Marketing, preferred Experience: Five (5) or more years of related work experience in marketing and data analysis experience, required Professional services environment (i.e. accounting, financial consulting, business advisory services and/or banking industries), preferred License/Certifications: N/A Software: Experience with data visualization tools required; experience with Power BI, required Proficient in the use of Microsoft Office Suite, required Extensive knowledge of Excel, required Experience with Marketing Automation Platforms, required; prior experience with Marketo, preferred Experience with CRM systems, required; prior experience with MS Dynamics, preferred Experience with Marketing Analytics tools, required; experience with Calibermind, Marketo Performance Insights, or Marketo Revenue Explorer, preferred Language: N/A Other Knowledge, Skills, & Abilities: A clear understanding of pivot tables, functions, matching multiple data sets via 'match' or 'vlookups', cleaning and manipulating large data sets Critical thinking ability for analyzing data, identifying trends, and consulting on best practices to improve results In-depth knowledge of end-to-end revenue funnel, lifecycle models, lead scoring, and revenue attribution Strong analytical skills and ability to work both independently and on cross-functional teams Knowledge of email KPIs including, open rate, click through rate, click to open rate, bounce rate, and opt out rate; what drives these KPIs and the ability to make strategic recommendations to improve them In-depth knowledge of data visualization best practices and platforms like PowerBI / Tableau Familiarity and experience with CRM objects and data Close attention to detail Excellent time management and organizational skills, and a proven success of managing to a deadline Displays superior verbal and written communication skills, with a track record of clear documentation Ability to understand and communicate BDO business, marketplace and value proposition Strong interpersonal skills, with proven success working as part of a team Ability to generate easy-to-interpret reports based on collected data Ability to work independently or within a team environment Ability to demonstrate creativity in problem solving skills Individual salaries that are offered to a candidate are determined after consideration of numerous factors including but not limited to the candidate's qualifications, experience, skills, and geography. National Range: $90,000 - $100,000 Maryland Range: $90,000 - $100,000 NYC/Long Island/Westchester Range: $90,000 - $100,000