Marketing Data Analyst

ESSENTIAL FUNCTIONS

• Collect, integrate, and analyze data across multiple marketing channels including digital campaigns (paid search, paid social, display ads), SEO, PR, blog content, email, and social media.
• Analyze Salesforce Lightning data to assess referral trends, liaison activity, and the effectiveness of account-based targeting across practices, providers, and health systems.
• Evaluate marketing performance against KPIs such as cost per acquisition (CPA), new patient volume, referral conversions, and ROI by geography, service line, and channel.
• Develop and maintain marketing dashboards in collaboration with the Analytics team using tools like Power BI, Snowflake, and other platforms.
• Track and report on liaison/field marketing effectiveness, including referral source performance, territory penetration, and conversion to scheduled appointments.
• Design visually intuitive dashboards and leadership-level reporting packages for Marketing, Corporate, and customer-facing teams.
• Perform segmentation and cohort analysis to assess behavior patterns by provider, location, coverage, body part, and referral type.
• Support A/B testing and campaign experiments to evaluate effectiveness and guide optimizations.
• Identify data gaps, troubleshoot discrepancies, and uphold data quality across all sources.
• Stay current with marketing technology, analytics tools, and industry best practices to enhance reporting capabilities.

EDUCATION

• Bachelor’s degree in Marketing, Data Analytics, Business Intelligence, or related field required.
• Master’s degree preferred.

EXPERIENCE

• 2–4 years of experience in marketing analytics, digital performance reporting, or business intelligence.
• Experience in healthcare or multi-location organizations preferred.
• Experience with Salesforce Lightning, Google Analytics, Meta Ad Manager, and SEM platforms required.
• Familiarity with Power BI, Snowflake, and/or data platforms strongly preferred.

KNOWLEDGE

• Strong understanding of marketing funnel performance metrics and attribution models.
• Proficient in working with integrated data from digital, CRM, and campaign management platforms.
• Understanding of referral workflows, patient acquisition strategies, and field marketing performance measurement.
• Working knowledge of marketing KPIs including CPA, ROI, CTR, CPL, and conversion rates.

SKILLS

• Advanced Excel and data visualization capabilities; proficiency in Power BI or similar tools.
• Ability to identify trends, synthesize data, and generate actionable insights.
• Strong communication and storytelling skills for both technical and non-technical audiences.
• Detail-oriented, with excellent organizational and time management skills.

ABILITIES

• Ability to manage multiple data sources and reporting streams simultaneously.
• Work independently and proactively in a fast-paced environment.
• Comfortable working cross-functionally and supporting multiple business units.
• Demonstrated initiative and accountability for high-quality output under tight timelines.                                                                                                                                          

ENVIRONMENTAL WORKING CONDITIONS

• Office based, sitting for several hours at a time.

PHYSICAL/MENTAL DEMANDS

• Requires sitting and standing associated with a normal office environment. Some bending and stretching required.  Manual dexterity using a computer keyboard and calculator.  

ORGANIZATIONAL REQUIREMENTS

• HOPCo Mission, Vision and Values must be acknowledged and adhered to

This description is intended to provide only basic guidelines for meeting job requirements. Responsibilities, knowledge, skills, abilities and working conditions may change as needs evolve.