Marketing Analyst – Marketing Job at The Potter's House of Dallas in Dallas

The Marketing Analyst is responsible for collecting, analyzing, and interpreting data to inform and optimize marketing strategies and campaigns. This role uses quantitative and qualitative insights to evaluate performance, identify trends, and provide actionable recommendations that drive audience engagement, lead generation, and ROI. The Marketing Analyst works closely with marketing, creative, and leadership teams to ensure data-driven decision-making and maximize the effectiveness of marketing initiatives.

Key Responsibilities:

Data Collection and Analysis

• Gather data from various marketing channels, including social media, email campaigns, websites, paid advertising, and traditional media.
• Analyze data to identify trends, patterns, and insights related to audience behavior, campaign performance, and market conditions.
• Evaluate metrics such as conversion rates, click-through rates, engagement, cost-per-click (CPC), cost-per-acquisition (CPA), and return on ad spend (ROAS).

Campaign Performance Evaluation

• Track and measure the effectiveness of marketing campaigns against KPIs and business goals.
• Identify underperforming campaigns and provide actionable recommendations for optimization.
• Compare campaign performance across platforms and channels to identify the most effective strategies.

Reporting and Visualization

• Prepare clear, comprehensive reports and dashboards summarizing marketing performance and audience insights.
• Create visualizations, such as charts and graphs, to communicate findings effectively to non-technical stakeholders.
• Present regular updates and recommendations to the marketing and leadership teams.

Market Research and Competitive Analysis

• Conduct research on industry trends, audience behavior, and competitor activities to inform marketing strategies.
• Analyze market conditions to identify opportunities for growth and potential challenges.
• Monitor competitor campaigns to benchmark performance and identify areas for differentiation.

Optimization and Testing

• Collaborate with marketing teams to implement A/B tests and multivariate tests to optimize campaigns, content, and landing pages.
• Use data insights to refine targeting, messaging, and creative assets for better audience engagement and conversions.
• Provide ongoing feedback to improve campaign performance and overall marketing strategy.

Collaboration and Strategy Support

• Work closely with marketing managers, content creators, and paid media specialists to align insights with campaign objectives.
• Partner with the creative team to ensure data-driven insights are incorporated into content and design strategies.
• Support leadership in developing data-backed marketing strategies and budget allocation decisions.

Tool and Technology Utilization

• Use marketing analytics platforms like Google Analytics, Facebook Insights, and CRM tools to track and analyze performance.
• Set up tracking and tagging for campaigns using tools like Google Tag Manager.
• Ensure accurate data collection and reporting by troubleshooting tracking issues and implementing best practices.

Skills and Qualifications:

Technical and Analytical Skills

• Proficiency in analytics platforms like Google Analytics, Adobe Analytics, and Facebook Insights.
• Strong data analysis skills, with experience in Excel, SQL, or data visualization tools like Tableau or Power BI.
• Understanding of key marketing metrics, attribution models, and conversion tracking.

Marketing Knowledge

• Solid understanding of digital and traditional marketing principles, including campaign lifecycle, audience segmentation, and media planning.
• Familiarity with paid advertising platforms (e.g., Google Ads, Facebook Ads) and their analytics tools.

Communication and Presentation Skills

• Ability to translate complex data into actionable insights and recommendations.
• Excellent presentation skills to communicate findings effectively to marketing and leadership teams.

Project Management Skills

• Organized and detail-oriented, with the ability to manage multiple data analysis projects simultaneously.
• Proactive in identifying opportunities for improvement and driving implementation.

Experience:

• Bachelor’s degree in marketing, Business, Data Analytics, or a related field (or equivalent experience).
• 2–5 years of experience in a marketing analytics, data analysis, or similar role.
• Experience in using analytics tools and platforms to track campaign performance and derive actionable insights.
• Prior experience in setting up tracking, A/B testing, or campaign performance reporting is preferred.

Tools and Software:

• Analytics Platforms: Google Analytics, Adobe Analytics, Facebook Insights, or similar.
• Data Visualization: Tableau, Power BI, or similar tools for creating dashboards and visualizations.
• Tag Management: Google Tag Manager or other tracking/tagging tools.
• CRM Tools: HubSpot, Salesforce, or other customer relationship management systems.
• Excel and SQL: Advanced Excel skills and familiarity with SQL for data manipulation and analysis.

Additional Traits for Success:

• Detail-Oriented: Ensures data accuracy and avoids errors in reporting or analysis.
• Problem-Solver: Identifies challenges and uses data to propose actionable solutions.
• Curiosity: Continuously seeks to understand audience behavior and market trends to improve strategies.
• Adaptability: Thrives in a dynamic environment with changing campaign priorities and goals.
• Collaboration: Works effectively with cross-functional teams to align insights with marketing objectives.