JOB SUMMARY
The Senior Marketing Analyst partners and collaborates with executive leadership to provide analytical support for strategic and critical marketing and digital activities, including campaign measurement planning, results analysis, optimization recommendations, and results communication. This role is a experienced role responsible for solving complex problems, identifying opportunities, providing insights and opinion while being viewed as a thought leader by Sr. And Executive leadership. This role will present independently to executive and Sr. Leadership.
This role will also support optimization of the organization’s websites and mobile apps. Leveraging expertise with spreadsheets, visualization tools, SQL and other database languages, quantitative techniques, and querying programs, the successful candidate will assess performance of marketing and communications campaigns, implement program tracking and testing, study customer behavior, and participate in facility and system wide problem-solving and improvement teams. The candidate must communicate clearly to explain each insight and consider its implication for helping the organization and for improving the health of communities we serve. Ultimately, through data analysis the role will help OhioHealth become more effective partnering with customers to optimize their on-going wellness.
JOB SUMMARY
The Senior Marketing Analyst partners and collaborates with executive leadership to provide analytical support for strategic and critical marketing and digital activities, including campaign measurement planning, results analysis, optimization recommendations, and results communication. This role is a experienced role responsible for solving complex problems, identifying opportunities, providing insights and opinion while being viewed as a thought leader by Sr. And Executive leadership. This role will present independently to executive and Sr. Leadership.
This role will also support optimization of the organization’s websites and mobile apps. Leveraging expertise with spreadsheets, visualization tools, SQL and other database languages, quantitative techniques, and querying programs, the successful candidate will assess performance of marketing and communications campaigns, implement program tracking and testing, study customer behavior, and participate in facility and system wide problem-solving and improvement teams. The candidate must communicate clearly to explain each insight and consider its implication for helping the organization and for improving the health of communities we serve. Ultimately, through data analysis the role will help OhioHealth become more effective partnering with customers to optimize their on-going wellness.
MINIMUM QUALIFICATIONS
Bachelor’s degree in Computer Science, Health Information Systems, Information Technology, Industrial Engineering, Statistics, Public Health, Epidemiology, or related field is required.
Relevant work experience will be considered in lieu of degree.
Master’s degree preferred.
7+ years of experience in analytics, preferably marketing/digital analytics.
7+ years of experience with analytics reporting tools (e.g. Google Analytics, Adobe Analytics, Firebase, Data Studio).
Deep experience with data mining tools, stats packages (e.g. Excel, SQL, SAS, R, Tableau, Qlik).
Deep understanding of digital marketing channels (e.g. Paid Search, Display, Social, Email)
Strong understanding of attribution modeling
Strong understanding of Search Engine Optimization
SPECIALIZED KNOWLEDGE
Experience with large scale, high traffic websites and mobile applications.
Must be able to translate data analysis into marketing recommendations.
Previous experience working with multiple, disparate data sources including databases, data files, web based APIs and
unstructured data.
Experience using SQL, Python, and R to query data.
Experience working with and analyzing VOC data.
Understanding of Agile development processes strongly preferred.
Excellent communication, including written, verbal and presentation skills.
Comfortable working independently to achieve a successful result.
Strong project management skills.
DESIRED ATTRIBUTES
Advanced analytical skills and attention to detail
Proven ability to quickly learn new applications, processes, and procedures
Proven ability to collaborate in a team environment and exercise independent judgment
Proven ability to help others understand, interpret and use data
Proven ability to use data for effective storytelling
Excellent verbal and written communication skills
Professional image with the ability to form good partner relationships across functions
Advanced knowledge of MS Office, SQL, Epic and OhioHealth’s visual analytics tools
Strategic, intellectually curious thinker with focus on outcomes
BEHAVIORAL COMPETENCIES
Leadership Competencies
INFORMATION SECURITY
Maintains confidentiality of log-on password(s) and security of other authentication devices (e.g., key fobs, proximity devices, etc.).
Ensures privacy and security of information entrusted to their care.
Uses company business assets and information resources for management-approved purposes only.
Adheres to all information privacy and security policies, procedures, standards, and guidelines.
Promptly reports information security incidents to the OhioHealth Information Security Officer.
RESPONSIBILITIES AND DUTIES
15% Story Telling – Lead the presentation of results and insights to ensure clear and concise communication of recommendations that drive action.
10% Data Modeling & Prep – Pull and blend data from various sources to analyze and provide insights on the holistic view of the customer.
15% Data Governance – Works closely with Marketing and Communications teams, Information Services, and related teams – to clarify analytical needs, prioritize requests, and recommend analysis plans while executing these deliverables. Educate and empower marketing teams through training in order to leverage self-service analytics for campaign level reporting and optimization.
20% Data Analysis – Create insights for optimization and scaling of digital campaigns. Conduct cross channel media efficiency analysis, simulation & optimization. Partners with various cross-functional teams throughout the organization to help analyze online marketing strategies and make recommendations to enhance their performance.
5% Applies Advanced Analytical & Statistical Solutions – Integrate data driven attribution & marketing mix modeling insights to address marketing effectiveness & ROI.
15% Ad Hoc Report & Dashboard Creation – Lead the development of dashboards for marketing teams and other internal and external partners.
20% Marketing Campaign Tracking & Outcomes – Summarizes customer interaction with digital assets (website, app) using web analytics tool (e.g. Google Analytics). Leads development of standardized, automated, and ad-hoc reporting while working to constantly improve existing reporting templates. Assists in site tagging including strategy, best practices across web and mobile applications.