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POSITION SUMMARY:
The Senior Digital Marketing Data Analyst will directly support NMDP's Enterprise Marketing teams' strategic initiatives and engagement marketing efforts by developing advanced tactical digital measurement and data strategies.
These strategies are critical to our ability to bring together marketing and operational data sources to generate:
• Performance reporting that drives increasing campaign conversion rates
• Optimize campaign ROI
• Enable deep audience experience/journey insights and lifetime value analyses.
For this Senior Digital Marketing Data Analyst role, we are looking for people with demonstrated digital marketing campaign performance reporting and technical problem-solving skills. You'll need to assess front-end ad engagement, ad spend data, social platform engagement data, and GA4/Big Query web analytics data and integrate with back-end operations data (e.g. member recruitment engagement and conversion data). This data is gathered from Salesforce, email & SMS data from Salesforce Marketing Cloud, Fundraising data from our Foundation platforms, and other data sources. You'll need to clearly communicate campaign journey engagement data, campaign performance results and insights to stakeholders.
The person in this role should have experience with defining analytics data Layer requirements, Google Analytics GA360 UA to GA4 360 implementations, applying digital ad tracking technologies; including audience remarketing/re-targeting strategies and 1st party CRM marketing campaign audience data integrations, and GA4 conversion event / key event KPI tracking and data analysis in order to provide actionable insights on multi-channel campaign engagement, campaign goal conversion performance, channel attribution, and A/B ad or content testing.
We are also looking for someone who will collaborate across our Enterprise Marketing teams and be a strategic and tactical resource for our website and Salesforce platforms technical teams; plus our marketing agency/vendor partners to optimize the target audience experience for our members/providers/partners/patients/supporters, ensure data quality and drive efficient use of NMDP marketing budgets.
The successful Senior Digital Marketing Data Analyst will need to be a collaborative, results-driven person, be able to manage multiple campaign strategic planning requests and reporting projects simultaneously and deliver under tight timeframes. This position can be remote (US) or hybrid. #LI-Remote #LI-Hybrid
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ACCOUNTABILITIES:
Serves as a primary digital marketing campaign data analyst for the NMDP enterprise marketing team while being able to collaborate with the Regional Marketing team, marketing agency vendor partners, Enterprise Analytics team colleagues and IT departments to help implement digital campaign tracking and audience re-marketing technologies, and also integrate all the key data points together to deliver performance reporting and insights that will drive campaign success, increase ROI, and inform marketing channel utilization (paid earned & owned channels), audience targeting and content/messaging decisions based upon the data.
Develops multi-channel marketing campaign conversion-based performance reporting - combining campaign performance data from paid ad channels (Meta -- Facebook, Instagram - X , formerly Twitter, YouTube, etc. paid ads, Google AdWords PPC, display ads on ad networks / platforms such as Trade Desk, and other platforms across paid channels ) and non-paid channels such as website traffic data, SFMC email campaigns and organic social media posts/video posts on Facebook, YouTube, Instagram, and TikTok.
Utilizes multiple marketing, analytics, data visualization, and data technology stack tools including Salesforce and Salesforce Marketing Cloud, GA4 360, Google Looker Data Studio, Google Tag Manager, Google Big Query, Salesforce Advertising Studio, Industry-leading Ad Platforms and re-marketing technologies (e.g. integration of shared target audiences from Salesforce, pixel tracking, cookie-based tracking, etc.), and Snowflake to effectively provide performance reporting and ongoing insights.
Measures and maps year-over-year pacing and progress of digital marketing campaigns and efforts against fiscal year goals.
Helps NMDP Integrated Marketing Teams benchmark digital campaigns against industry standards both at the global level and niche market level.
Proactively monitors key campaign performance metrics, trends, and provides appropriate awareness and intervention strategies to help ensure campaign goals are met. Serves as a trusted insight partner to NMDP Integrated Marketing Teams in providing data, analyses and presentations that drive insights and increase campaign ROI.
Extracts large data exports/reports from multiple sources (e.g., Ad Platforms, Salesforce, Salesforce Marketing Cloud, other various 1st party and 3rd party databases, Google Analytics 4 360, and others).
Ensures all data security, quality, regulatory, client and stakeholder requirements are met.
Keeps abreast of digital marketing and analytics industry news and trends.
Performs other duties as assigned.
REQUIRED QUALIFICATIONS:
Proven experience in developing multi-channel digital marketing campaign reporting and dashboards - combining campaign performance data from paid ad channels (Facebook, Instagram, Twitter, YouTube, etc. paid ads, Google AdWords PPC, display ads on ad networks / platforms such as Trade Desk, or other DSPs) and non-paid channels such as Google Organic Search traffic to company/organization website, SFMC email campaigns and organic social media posts/video posts on Facebook, YouTube, Instagram, and TikTok.
Extensive experience with Google Analytics GA4 360 configuration & reporting, Google Tag Manager, developing GA tracking URLs via URL builders, and creating advanced Google Looker Data Studio dashboards.
Experience with GA4 implementation approaches and technical trouble-shooting actions for digital campaign tracking technologies (e.g., tracking URLs, pixels, cookies, audience data sharing/integrations, etc.) and A/B testing tools/platforms and methodologies.
Experience in Interpreting data, authoring reports, and making actionable recommendations.
Advanced experience with Microsoft Excel (e.g., pivot tables, charts, vlookup, etc.).
Proficient with Microsoft Access, Word, PowerPoint, and other applications in the Microsoft Office suite
Familiarity with data visualization tools (Looker, Tableau, others)
Superb communication skills and the capacity to serve as a technical translator of campaign data/results into recommendations for strategic marketing team members and Salesforce marketing operation team members.
Excellent analytical skills and project management abilities; including the development of analytics project scope requirements.
Attention to detail.
Good follow-up skills, ability to collaborate with numerous cross-functional partners/teams.
Education and/or Experience:
Bachelor's degree or higher degree in Marketing, Marketing or Business Analytics, Data Science, Computer Science, or equivalent experience.
Minimum of 5-7 years of experience in a digital marketing campaign / multi-channel marketing / web analytics analyst role or marketing data scientist role with a focus on experience in digital marketing measurement strategy, campaign reporting, and analysis (2-3 years of experience with GA4) in the healthcare services industry (or comparable industry/sector).
PREFERRED QUALIFICATIONS: (Additional qualifications that may make a person even more effective in the role, but are not required for consideration)
Experience in working with large advertising agencies such as Publicis / Sapient on digital marketing campaign reporting across multiple paid and non-paid (PR) channels.
Experience using project management tools/platforms such as Asana and/or Jira.
Experience with utilizing Oracle databases, and/or experience with other relational databases and familiarity query techniques (e.g., SQL)
DEI COMMITMENT:
As part of our values, we are committed to supporting diversity, equity, and inclusion at NMDP. We actively celebrate colleagues' different abilities, sexual orientation, ethnicity, faith, and gender. Everyone is welcome and supported in their development at all stages in their journey with us.
BENEFITS : NMDP offers regular, full-time employees medical, dental, vision, life and disability, accident/critical illness/hospital, well-being, legal, identity theft and pet benefits. Retirement, paid time off/holidays, leave and incentive plans are also offered to eligible employees. Please reference this link for more information: NMDP Benefit Information
