Marketing Data Analyst

Marketing Data AnalystThis is a Marketing Data Analyst role within the Marketing Department, reporting directly to the Director of Marketing. You will own the measurement and reporting of marketing performance across the full customer funnel, from first touch through subscription and revenue. You'll build and maintain dashboards, design event tracking schemas, manage customer data and automation scenarios within our CDP, and work within data warehouses to extract and transform the data that powers our decision-making. Your analysis will flow directly to the Director of Marketing to inform strategy, resource allocation, and tactical adjustments across every marketing channel.Key ResponsibilitiesBuild, maintain, and iterate on dashboards for the marketing department and leadership.Develop full-funnel reporting that distinguishes between upper, mid, and lower-funnel performance, with appropriate KPIs at each stage.Analyze conversion paths across paid media, organic, content/SEO, email, retargeting, and direct referral channels; implement multi-touch attribution beyond GA4 last-click.Identify instrumentation gaps that block KPI reporting and prioritize fixes by business impact.Track cross-platform (web/app) conversion symmetry and flag discrepancies.Work within data warehouses to extract, transform, and query event schema design and implementation for tracking key conversion milestones across website and apps.Manage UTM strategy/taxonomy and configure Google Tag Manager containers to ensure accurate attribution and event firing.Monitor data integrity across GA4, Firebase, Google Search Console, Semrush, and platform-native tools.Create and manage scenarios including trigger configuration (on-event, API-based, date-attribute), branching logic, and A/B testing.Build and maintain customer segments using behavioral data, event attributes, and customer data: profiles, identifiers, attributes, and events.Set up and manage data imports/exports between the CDP and external data warehouses.Report directly to the Director of Marketing; surface findings, flag what's working and what's not, and provide data-backed recommendations to inform strategic decisions.Translate business questions into analytical frameworks and proactively identify information gaps before they become blockers.Maintain a working understanding of all marketing disciplines so that data analysis and recommendations account for how each channel operates, what it's optimized for, and how it contributes to full-funnel performance.Skills RequiredSQL required; Python or R strongly preferred.Hands-on data warehouse experience (writing queries, building views, managing pipelines).Advanced-level proficiency in GA4, Google Tag Manager, and Google Search Console.Dashboard development including calculated fields, blended data sources, and dynamic filtering.Understanding of marketing funnel mechanics and how to analyze KPIs at each stage.Working knowledge of UTM parameters, naming conventions, and campaign tracking taxonomy.Strong understanding of digital marketing tactics: content, SEO/GEO/AEO, paid search, paid social, display/retargeting, email, and website.Ability to translate complex data into concise reporting for varied audiences.Solution-focused with a knack for identifying information gaps.Effective working independently and as part of a team to meet deadlines.Training & Experience2-4 years in marketing analytics or data analysis with direct responsibility for measurement and reporting.Proven experience writing SQL against data warehouses to analyze data from multiple sources.Track record building full-funnel dashboards and reporting frameworks tied to revenue outcomes.Hands-on GTM implementation experience (custom events, data layer, tag/trigger architecture).Experience with at least one CDP or marketing automation platform; must demonstrate ability to create automated scenarios, configure event-based triggers, and manage customer data/segments.Substantial experience with digital marketing tactics: Google Ads, Meta Ads, SEO, content, email/lifecycle, retargeting, and consumer journey mapping.Experience with multi-touch attribution modeling.Bonus SkillsB2C SaaS or subscription-based product experienceFirebase Analytics for mobile app trackingGoogle Digital Marketing & Analytics certificationsMicrosoft Data Analytics certificationsSemrush or similar SEO analytics platformsPredictive analytics, cohort modeling, or ML applications in marketingJavaScript SDK implementation for web trackingAPI integrations for data pipeline automationUnderstanding of SaaS/subscription metrics: CAC, LTV, LTV:CAC, CAC payback, ARPU, MRR, ARR, churn.Candidates must be legally authorized to work in the United States and must not now or in the future require visa sponsorship to continue employmentNOTE TO APPLICANTS: Salary or wages listed on Indeed.com or TheLadders.com are not based on actual data for this job listing. The salary ranges that any third party provides with the listing on their websites are based on their own salary calculators and are not accurate for the Northwest Florida area.*Candidate(s) who are offered a position will be required to successfully pass a pre-employment background check and drug screening.*Applicants must be currently authorized to work in the US and not require sponsorship now or in the future.*TalkingParents is an Equal Opportunity Employer*No outsourcing or recruiting firms, please