Performance Marketing Data Analyst

SUMMARY OF JOB PURPOSE AND FUNCTION:

The Performance Marketing Data Analyst will play a crucial role in aggregating, transforming, analyzing and interpreting internal and external data sets to uncover trends, identify opportunities and generate in-depth, actionable insights across our performance marketing efforts to inform marketing strategies and decision-making, accelerate demand generation, nurture leads, increase client acquisition volume and conversion rates, grow lifetime value and increase sales.

This role is both data and insights-driven, with a focus on improving Paid Media campaigns and channel performance through full-funnel analysis, ongoing omnichannel optimization and technology enhancements. The ideal candidate for this role is highly collaborative with a passion for working with complex datasets and is well-equipped to articulate multifaceted data in a compelling and concise manner. Action-oriented with a natural curiosity about the consumer, the Performance Marketing Data Analyst is driven to seek out insights and opportunity through data to deliver improved outcomes that drive marketing results and generate revenue.

ESSENTIAL RESPONSIBILITIES AND TASKS:

• Analyze and synthesize large datasets to identify trends, patterns and key insights across demand generation activities that inform report development, enable data-driven recommendations and decisions, identify growth opportunities and drive performance marketing strategies that generate pipeline revenue.

• Create benchmarks, goals and forecasting methodologies for demand, lead generation, acquisition, conversion and revenue generation based on historical data, industry trends and customer analysis.

• Design and implement detailed automated reporting solutions and dashboards to track key performance indicators (KPIs) for paid media campaigns (Paid Search, Paid Social, Yelp and others), providing a point of view and actionable recommendations for improving campaign performance, effectiveness and efficiency, ROAS and optimal spend allocation.

• Develop clear, concise and impactful data visualizations that communicate actionable demand / lead generation performance and conversion rate optimization (CRO) metrics for non-technical stakeholders and leadership teams so they have a snapshot of current and forecasted business impact to make informed strategic marketing decisions.

• Combine quantitative and qualitative methodologies to tell a cohesive competitive landscape story, deliver market analysis, develop A/B testing roadmaps and provide optimization recommendations within the performance marketing portfolio to leadership and relevant stakeholders.

• Collaborate closely with cross functional teams to determine their performance marketing goals and related data needs, gather reporting requirements, identify data opportunities, address key strategic questions utilizing data and provide ongoing analytical support. This includes producing period level, monthly, quarterly and annual reports highlighting marketing performance across functions, campaigns, target audiences and channels.

• Conduct ad-hoc analyses to support specific national or hyper local-level reporting needs as performance marketing objectives shift and evolve at market-level.

• Monitor, collect feedback from stakeholders and assess the effectiveness of existing reports, making improvements as needed to enhance value.

Data Management:

• Join paid media and website data to create full-funnel lead generation analytics across channels.

• Build and support required infrastructure for optimal extraction, transformation and loading of data from various internal and external data sources. Manage data transformation and troubleshoot any data processing issues.

• Collect, clean, organize and validate data from various sources to ensure accuracy, integrity and completeness of reports.

• Establish data processing workflows to prepare data for reporting purposes and maintain data integrity and quality.

• Utilize advanced analytical tools and MarTech platforms (i.e., Power BI, Google Analytics, Salesforce, Treasure Data, etc.) and programming languages (i.e., SQL, Python, R) to build and maintain reports.

• Understand and document data requirements related to existing marketing, executive-level and future reporting processes, including metrics and impacted reporting systems.

EDUCATION/EXPERIENCE:

• Bachelor’s degree in computer science, data science, statistics, mathematics, economics, marketing, computer engineering or equivalent

• 5+ years of experience as a data analyst, or similar role, preferably in a marketing or advertising setting

• Proficiency with Microsoft Office Suite, particularly PowerBI, Excel and PowerPoint

• Proven experience with data analysis tools like SQL, Python, R, Google Analytics, Excel, Azure Databricks and others to transform, manipulate and analyze data

*All degrees will be deemed “or equivalent combination of education and experience” unless absolutely required to do the job (i.e., DVM degree for Veterinarian, Law degree for Attorney, etc.).

PREFERRED SKILLS AND QUALIFICATIONS:

• Proficient in communicating data and metrics to marketing / business leaders, with an ability to distill complex data into clear, business-ready summaries and insights.

• Expertise with data analysis tools like Power BI, Excel, Python, R, SAS and SQL. Proven experience with marketing technology like Salesforce Marketing Cloud and Treasure Data CDP to join data sources and deliver insights.

• Proven expertise utilizing data visualization tools like Power BI and Google Data Studio to clearly convey data insights and support business objectives.

• Problem-solving aptitude with strong mathematical skills.

• Critical thinker with the ability to analyze large amounts of data to identify trends and patterns and communicate that complex data in a simple, actionable manner.

CORE COMPETENCIES:

• Demonstrated strategic thinker with insatiable curiosity and tenacity to keep digging; ability to bring innovation and leadership.

• Proactive and self-motivated with strong problem-solving skills and ability to manage multiple analytics projects simultaneously.

• Attention to detail with strong commitment to data accuracy and integrity.

• Stellar communication skills (verbal, written, listening). This includes the ability to make compelling, effective presentations to all levels of stakeholders, including the growth team, field and hospital leadership, as well as to senior leadership both internally at VCA/MVH and externally at partner companies.

• Excellent relationship-builder, able to make meaningful connections with many different personality types and roles, and lead with diplomacy.

• Strong professionalism; works with integrity and accountability.

Additional Info: Compensation is negotiable based on education, experience, and other relevant credentials. The US base salary range for this full-time position is $81,000 - 117,000K. Our salary ranges are determined by role, level, and location. Your recruiter can share more about the specific salary range for your preferred location during the hiring process. Please note that the compensation details listed in US role postings reflect the base salary only.

If you are a current associate, you need to apply through our internal career site. Please log into Workday and click on the Jobs Hub app or search for Browse Jobs.

Benefits: We offer competitive compensation along with a comprehensive benefits package, including medical, dental, vision and paid vacation/sick days, 401(k), generous employee pet discounts and more!

The information in this position description indicates the general nature and level of work to be performed. It is not designed to be interpreted as a comprehensive inventory of all duties, responsibilities, and qualifications required of associates assigned to this job. Management reserves the right to revise the job description or require that other tasks be performed when the circumstances of the job change (for example, emergencies, change in personnel, workload, or technical development).

We are proud to be an Equal Opportunity Employer - Veterans / Disabled. For a complete EEO statement please see our career page at vcacareers.com.