Job Objective
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 Accountabilities & Responsibilities% Time
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.
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