Marketing Analytics Manager

About the Role

Key Responsibilities

• Manage analytics and reporting across web, campaign, and CRM platforms, ensuring data integrity and compliant use of customer/patient data.
• Drive the execution of marketing analytics initiatives, ensuring the right data is collected, analyzed, and interpreted to optimize campaigns, enhance lead generation, and improve conversion rates.
• Develop dashboards and reports that connect marketing performance to business outcomes such as lead generation, pipeline progression, patient engagement, and ROI.
• Track the full consumer journey from campaign exposure through conversion (e.g., appointment request, registration, event attendance), ensuring attribution models are accurate and privacy-compliant.
• Provide actionable insights based on deep analysis to inform marketing strategies and maximize ROI.
• Support the marketing team in tracking and reporting on campaign performance by providing tools, guidance, and best practices that foster greater self-sufficiency.
• Continuously monitor and improve marketing data integrity, accessibility, and governance, ensuring teams have reliable information to drive results.
• Work with the Compliance and IT teams to ensure data collection, storage, and usage align with HIPAA, OCR guidance, and organizational policies.
• Define and maintain standards for data tagging, field usage, and user access to minimize risk and ensure audit readiness.

Requirements

• Bachelor's degree in Business Administration, Marketing/Communications, or related field.
• 5+ years of experience in marketing analytics, digital analytics, or CRM analytics; healthcare or HIPAA-covered entity experience strongly preferred.
• Experience implementing compliant tagging, reporting, and data governance practices in a healthcare environment.
• Experience with CRM platforms (e.g., Salesforce, Microsoft Dynamics, HubSpot) and marketing automation tools (e.g., Marketo, Eloqua, Pardot).
• Proficiency with web analytics platforms (e.g., GA4 or privacy-compliant alternatives).
• Strong data visualization and reporting skills (Tableau, Power BI, Looker, or similar).
• Familiarity with data integration tools, tag management systems, and attribution modeling.
• Deep understanding of HIPAA, HITECH, and OCR guidance regarding digital tracking technologies and CRM data use.
• Demonstrated ability to balance marketing performance optimization with strict privacy and security requirements.
• Strong analytical and problem-solving skills with the ability to turn complex data into actionable insights.

Nice to Have

• Experience working in healthcare or with HIPAA-covered entities.
• Knowledge of data integration tools and attribution modeling.

Qualifications

• Bachelor's degree in related field.

Benefits & Perks

• Not explicitly specified in the description.