Marketing Performance Analyst

Role Overview

• Own monthly and quarterly marketing performance reporting for leadership and the Performance team, with clear what / so what / now what narratives, not data dumps.
• Proactively surface anomalies, trends, and performance shifts before they are asked for, with a hypothesis about cause and a recommended action.
• Translate channel and funnel data into business language: what is working, what is not, what we should do differently, and what the cost of inaction is.
• Deliver B2B style KPI reporting across global regions and key segments (e.g., Enterprise vs. Practitioner) with consistent definitions and transparent limitations.
• Own HubSpot as the primary source of truth and reporting environment: custom report builder, attribution views, campaign performance, lifecycle stage analysis, and dashboard management.
• Analyze funnel conversion trends (MQL to SQL to Opportunity to Closed Won), tracking lead quality, conversion rates, and pipeline velocity to connect marketing activity to revenue outcomes, not just top-of-funnel volume.
• Interrogate HubSpot attribution data with appropriate skepticism, applying and refining multi-touch attribution approaches (first-touch, last-touch, linear, time-decay) that account for Prosci's complex B2B sales cycles, and being honest about where attribution models break down.
• Flag data quality issues (missing UTMs, lifecycle inconsistencies, attribution gaps) and partner with Marketing Ops to resolve them, because bad data produces bad decisions.
• Analyze and report on performance across email marketing, content, paid media (LinkedIn, Google), social, webinars, and events. The focus is moving beyond traffic and impressions to track cost per acquisition (CAC), pipeline contribution, ROAS signals, and marketing-sourced revenue.
• Support account-based marketing (ABM) measurement for enterprise segments, tracking engagement at the account level rather than individual lead volume, to give a more accurate picture of progress with high-value targets.
• Analyze A/B test results across ad copy, landing pages, and email content: surfacing what the data says worked, why it likely worked, and what to test next.
• Surface optimization opportunities (budget shifts, audience hypotheses, content performance patterns) based on what the data is actually saying, not what we hoped it would say.
• Build lightweight, decision-ready dashboards and reports that regional teams and leadership can use with confidence, in HubSpot and Looker Studio.
• Work closely with Performance Marketing on paid channel measurement, organic monetization and optimization signals.
• Partner with Marketing Ops on HubSpot data quality, campaign tracking requirements, and UTM discipline.
• Collaborate with Sales and Sales Ops to align on pipeline and revenue reporting definitions, shared targets, and lead quality standards, so marketing metrics connect to business outcomes and both teams are working from the same picture.
• Help regional marketers interpret dashboards and reinforce consistent measurement practices across global markets.

Requirements

• Bachelor's degree in Marketing, Business, Communications, or related field (or equivalent experience).
• 2-5 years of B2B marketing analytics or performance marketing experience.
• Demonstrated HubSpot experience in a reporting and analytics capacity, not just usage.
• Familiarity with multiple marketing channels (email, content, paid media, social, or events) and how they connect to funnel performance.
• A track record of delivering insight, not just reports, with examples of surfacing findings proactively and recommending action.
• Agency experience is preferred.

Tech Stack

• SQL