Marketing Analytics Manager

Natera is a global leader in cell-free DNA testing, dedicated to changing the management of disease worldwide through genetic testing. The Marketing Analytics Manager will own the full measurement stack for marketing, focusing on campaign performance, funnel analytics, and budget recommendations, while ensuring data quality and system alignment across various platforms.

Responsibilities:

• Lead reporting for agency-managed media campaigns, digital programs, and Salesforce-driven initiatives
• Build and maintain dashboards that give marketing leadership clear visibility into performance, trends, and ROI
• Ensure consistent reporting standards across channels, teams, and stakeholders
• Translate raw campaign data into performance narratives that drive decisions
• Use Airtable to support campaign hierarchy, planning and tracking
• Structure and optimize how campaign and performance data is organized and accessed by the marketing team
• Bridge gaps between Airtable workflows and Salesforce where needed
• Ensure operational data is clean, consistent, and accessible
• Develop and refine multi-touch attribution models that reflect how Natera's buyers actually engage
• Evaluate campaign and channel effectiveness to guide budget allocation decisions
• Provide clear recommendations on where to scale spend and where to cut
• Partner with Brand and Marketing leadership on forecasting and investment planning
• Track and analyze performance across the full funnel: lead to MQL to SQL to pipeline to closed-won
• Improve visibility into the Salesforce marketing funnel, including lead flow, conversion rates, and pipeline contribution by campaign and channel
• Identify bottlenecks in the funnel and partner with Demand Gen, Sales, and Marketing Ops to fix them
• Connect campaign activity to pipeline outcomes so marketing can demonstrate revenue contribution
• Partner with Data Engineering and Marketing Ops to ensure clean, reliable data flows across systems
• Maintain consistency across Salesforce, Airtable, Eloqua and agency platforms
• Standardize definitions and reporting frameworks
• Own the data dictionary for marketing analytics

Requirements:

• 5-8+ years of experience in marketing analytics, growth analytics, or demand gen analytics
• Deep hands-on experience with Salesforce data, including funnel reporting, campaign tracking, and pipeline analysis
• Experience working with Airtable for campaign tracking, workflow management, or operational reporting
• Strong SQL skills and working proficiency with at least one BI tool (Tableau, Looker, Power BI, Snowflake Intelligence, etc.)
• Proven ability to analyze and improve full-funnel conversion from lead to pipeline
• Experience with multi-touch attribution modeling and campaign ROI analysis
• Track record of translating data into investment decisions, not just reports
• Ability to work cross-functionally with Marketing, Sales, Ops, and Finance and influence decisions with data
• Experience in healthcare, biotech, diagnostics, or life sciences marketing
• Experience managing agency relationships and measuring agency-managed campaign performance
• Familiarity with marketing automation platforms (Eloqua, Marketo, HubSpot, Pardot)
• Experience with paid media measurement across LinkedIn, Google, and programmatic channels
• Background in a high-growth public company environment
• Experience building reporting frameworks from scratch (not just inheriting mature systems)