Digital Marketing Analyst

Job ID: MD-RFR#156

Hybrid/Local SFMC Admin/Digital Marketing Analyst (Salesforce Marketing Cloud (SFMC) Admin/Email Specialist/IBM DSP) with Mailchimp/HubSpot/Constant Contact/Marketo/Eloqua, Google Adwords/Meta Ads Manager (Facebook/Instagram), GA4/Google Search Console, CTR/CVR/CPC/ROAS/CRO, A/B testing, Journey/Contact Builder, Email/Automation Studio, SEO/SEMrush, Hootsuite, LinkedIn/Bluesky, Power BI, SQL/MySQL, Python/R/SPSS, Shopify, Canva/Figma/Photoshop/Illustrator/After Effects/CapCut, Jira/Confluence/SharePoint, HIPAA/PII/CAN-SPAM/CASL, WCAG/508 experience

Location: Baltimore, MD (MHBE)
Duration: 12 Months

Minimum Qualifications:
A minimum of two (2) years of work experience in a business environment. Qualified, relevant internship experience in a directly applicable field (such as digital marketing, marketing analytics, marketing technology, business analysis, or IT project support) will be counted toward the required years of experience, provided the internship involves substantive professional work rather than observational or training-only activities.
Working familiarity with Salesforce Marketing Cloud (SFMC) or a comparable enterprise marketing technology platform (such as Mailchimp, HubSpot, Constant Contact, Marketo, or Eloqua) from a marketing/analytics user perspective, sufficient to understand campaign configuration, audience segmentation, and reporting outputs.
Demonstrated SFMC-specific exposure through at least one of the following: (a) active Trailhead learning progress on Marketing Cloud modules, (b) in-progress preparation for Marketing Cloud Email Specialist or Marketing Cloud Administrator certification, (c) completed SFMC-focused coursework or training, or (d) hands-on SFMC platform exposure.
Demonstrated hands-on experience with digital marketing platforms including Google Ads, Meta Ads Manager (Facebook/Instagram), and email marketing platforms such as Mailchimp or Constant Contact.
Demonstrated hands-on experience with web analytics and search tools, including Google Analytics (GA4) and Google Search Console, including event/conversion tracking, audience analysis, and dashboard configuration.
Demonstrated ability to analyze and interpret campaign performance data, including standard digital marketing KPIs such as open rate, click-through rate (CTR), conversion rate (CVR), cost-per-click (CPC), return on ad spend (ROAS), and ROI.
Demonstrated experience designing, executing, and interpreting A/B tests for landing pages, email campaigns, or digital ads.
Working knowledge of the systems development lifecycle (SDLC) and Agile software development methodologies sufficient to operate effectively within a structured IT project environment.
Demonstrated written and verbal communication skills, with the ability to produce clear reports, documentation, and presentations for both technical and non-technical audiences.
Demonstrated ability to work collaboratively with IT staff, project managers, and marketing/business stakeholders.
Strong organizational skills and attention to detail, with the ability to manage multiple priorities and documentation artifacts concurrently.

Preferred Qualifications
A minimum of two (2) years of hands-on experience using Salesforce Marketing Cloud (SFMC) or an equivalent tool in a marketing, analytics, or campaign-operations capacity, including familiarity with Journey Builder, Email Studio, Automation Studio, Contact Builder, Data Extensions, and Subscriber lists.
Prior experience supporting a platform migration, replatforming, or legacy-system retirement project in a marketing technology, CRM, or customer-data context.
Hands-on experience with SEO analysis using SEMrush, including on-page and off-page optimization, keyword research, backlink building, site speed analysis, and SERP performance tracking.
Experience with social media management platforms such as Hootsuite, including managing content across multiple brands and channels (e.g., Instagram, Facebook, LinkedIn, Bluesky).
Experience with CRM platforms, such as HubSpot CRM, and familiarity with Salesforce Sales/Service Cloud, including lead management, audience segmentation, and understanding data flows between CRM, marketing automation, and analytics platforms.
Hands-on experience designing and managing paid media campaigns across Google Ads, Meta Ads Manager, and LinkedIn, including budget allocation, audience targeting, creative testing, and retargeting strategies.
Proficiency with data visualization and dashboarding tools, including Tableau (including LOD expressions, parameters, and tooltips) or Power BI for building KPI dashboards.
Strong Microsoft Excel skills, including pivot tables, lookups, and basic data modeling.
Hands-on experience with SQL/MySQL for data extraction and analysis.
Exposure to Python, R (R Studio), or SPSS for data analysis and statistical reporting.
Experience with conversion rate optimization (CRO) methodologies, including landing page optimization, conversion funnel analysis, and identifying and resolving drop-off points.
Experience with e-commerce and CMS platforms such as Shopify, including UX optimization, landing page configuration, and bounce rate reduction.
Proficiency with content creation and design tools including Canva, Figma, and the Adobe Creative Suite (Photoshop, Illustrator, After Effects), as well as video editing tools such as CapCut, for supporting outreach asset inventories and migration-related collateral.
Experience creating pitch decks, presentations, and visual storytelling materials for stakeholder communication.
Familiarity with email marketing automation workflows, A/B testing, audience segmentation, and nurture sequence design across Mailchimp, HubSpot, and Constant Contact.
Comfort with collaboration and project management tooling, including Microsoft Project, Jira, Confluence, SharePoint, and Microsoft Teams.
Familiarity with A/B testing, landing page optimization, and conversion rate optimization (CRO) methodologies.
Familiarity with HIPAA, PII handling, CAN-SPAM / CASL email compliance, and accessibility standards (Section 508, WCAG) in a digital outreach context.
Google credentials such as the Digital Marketing & E-commerce Certificate and Google Analytics Certification.
IBM Data Science Practitioner or equivalent data science / analytics credential.

MHBE / Project Background
The Maryland Health Benefit Exchange (MHBE), an independent unit of state government, provides accessible, affordable health coverage to Marylanders. MHBE administers Maryland Health Connection (MHC), the state s health insurance marketplace. Through MHC, Maryland residents explore health insurance plans, compare rates, and determine their eligibility for advanced premium tax credits (APTC), cost-sharing reductions (CSR), and public assistance programs such as Medicaid and the Maryland Children s Health Insurance Program (MCHP).

MHBE seeks one (1) Research Analyst resource to support the Salesforce Marketing Cloud migration project, providing technical and analytical support, including current-state discovery of the legacy Marketing Portal, campaign, and audience inventory, data mapping support, performance baseline analysis, change management and implementation support, and preparation of reports and presentation materials for IT leadership. This is a semi-technical role focused on research, analysis, technical documentation, and stakeholder coordination to support the migration lifecycle, from discovery through cutover and post-go-live operations.

Duties / Responsibilities
Analyst, Research Support MHBE s Information Technology division on the migration of the home-grown Marketing Portal to the Salesforce Marketing Cloud (SFMC).
Reporting to the PMO Director and working in close coordination with the Salesforce Development Director and migration delivery team, analyze existing and potential marketing technology capabilities, prospective consumer audiences, and legacy portal performance data.
Collate findings into meaningful reports and presentation materials for IT leadership, marketing stakeholders, and MHBE program staff.
Conduct current-state discovery of the legacy Marketing Portal, inventorying campaigns, audience segments, email templates, automation workflows, reporting artifacts, and integration touchpoints, and maintain organized documentation in a systems library accessible to the PMO, SFMC development team, and MHBE stakeholders.
Support data-mapping activities between the legacy portal and Salesforce Marketing Cloud objects (Data Extensions, Subscriber lists, Journey Builder flows, Email Studio templates), working alongside technical resources who perform the actual configuration and development.
Analyze legacy campaign performance data and assist in defining the reporting baseline that SFMC will need to match or exceed post-migration, including open rates, click-through rates, conversion rates, ROAS, CPC, and audience segmentation metrics.
Assist the PMO in tracking migration milestones, dependencies, action items, and risk registers; prepare status reports, meeting minutes, and briefings for IT leadership and MHBE program stakeholders.
Support and document User Acceptance Testing (UAT) activities, including test script preparation, issue logging, triage coordination with the development team, and tracking resolution through closure as needed.
Support change management and end-user readiness activities, including research for training materials, documentation drafts, and stakeholder communication support for marketing teams transitioning from the legacy portal to SFMC.
Interface with MHBE marketing and outreach end-users to capture workflow nuances, pain points, and requirements that are not immediately apparent from the legacy code or database alone.
Maintain a general working knowledge of governmental documents and procedures, including privacy, PII handling, and HIPAA considerations applicable to consumer outreach data in scope for migration.
Adhere to all security, change control, and MHBE Project Management Office (PMO) policies, processes, and methodologies.
Note: The candidate must be flexible to work overtime as needed, including weekends, holidays, and off-hours.