Digital Marketing Analyst

The Marketing Analyst is responsible for capturing leads, managing and nurturing them throughout the marketing funnel, and optimizing marketing efforts using marketing automation technologies. This role plays a key role in executing marketing strategies such as email marketing, digital campaigns, event registrations, and follow-ups, tracked and managed in the CRM, and brings expertise in lead scoring, CRM data enrichment, and funnel analysis.

Key Responsibilities:

• Lead Management:
  • Capture, qualify, and score incoming leads based on defined criteria.
  • Enrich and maintain lead data in CRM to ensure complete and accurate information.
  • Manage lead nurturing programs to move leads through the funnel (email marketing, remarketing, retargeting, etc.).
  • Analyse lead behaviour and conversion rates to identify areas for improvement.
• CRM & Data Enrichment:
  • Ensure all marketing data is accurately tracked, stored, and updated in the CRM (Salesforce preferred).
  • Develop and implement data enrichment strategies for optimizing lead data (e.g., filling gaps, appending information).
  • Monitor and maintain CRM cleanliness, ensuring duplicate and incomplete data are addressed.
• Funnel Analysis & Reporting:
  • Analyze lead flow, conversion rates, and marketing channel effectiveness.
  • Provide insights into lead quality, performance, and optimization opportunities throughout the funnel.
  • Report on the effectiveness of campaigns using data from CRM and marketing automation tools.
• Marketing Automation & Campaign Execution:
  • Work with marketing automation platforms (e.g., Pardot / MCAE or Hubspot) to create and manage lead nurturing workflows, scoring models, and campaigns.
  • Execute and monitor digital marketing initiatives, including email campaigns, paid media, and social media targeting.
  • Support marketing team in executing event registrations, lead follow-ups, and other marketing tactics.
  • Track and report on the effectiveness of campaigns using automation tools and CRM data.
• Collaboration & Support:
  • Collaborate with the sales team to ensure alignment between marketing efforts and sales goals.
  • Provide feedback and insights to improve lead generation tactics, content strategies, and CRM workflows.
  • Support ongoing improvements in marketing operations, including lead segmentation, audience targeting, and campaign efficiency.

Influence And Decision Making Authority

• Responsible for performing analyses and preparation of forecasts and recommendations in the areas of customer preferences, sales coverage, market penetration, market practices and sales trends.
• Responsible for researching market conditions to determine potential sales of ERM products and services.
• Identifies new business opportunities and inputs into the creation of appropriate business plans.
• Identifies new market opportunities (i.e., products/services, technologies, markets).
• Responsible for external market and competitor analysis, provide recommendations around new products and services to launch for ERM to remain competitive.

Job Requirements & Capabilities

Qualifications:

• Bachelor's degree in Marketing, Business, Data Analytics, or a related field.
• 2-4 years of experience in a marketing analytics or lead generation role.

Job specific capabilities/skills:

• Experience working closely with sales teams to align lead generation efforts with sales objectives.
• Experience in lead scoring, lead nurturing, and funnel management.
• Knowledge of digital marketing strategies, including SEO, paid media, and social media marketing.
• Proficiency in reporting tools and dashboards (e.g., Google Analytics, Tableau, etc.) as well as CRM systems, particularly Salesforce.
• Experience with marketing automation platforms (Pardot / MCAE or Hubspot) and CRM tools (Salesforce) is highly preferred.
• Familiarity with email marketing, digital marketing tactics, and campaign tracking.
• Strong analytical skills with the ability to interpret data and derive actionable insights.
• Excellent organizational skills, attention to detail, and ability to manage multiple projects.