Job Description:
This position will provide insights and recommendations that will help optimize the marketing funnel and be instrumental in driving campaign and operational efficiency in the organization. This position will help identify possible future audiences for marketing opportunities using quantitative methods and technical skills to create and manipulate complex first, second and third-party data to discover patterns, relationships, opportunities, and actionable insights. Additionally, they will provide recommendations for both segmentation and personalization in various digital marketing channels, as well as help to optimize existing marketing systems and processes. Partnering with and providing insights to a wide range of cross-functional stakeholders, including the web team, demand and digital experience, customer marketing, and channel/partner teams, this position will continue to develop deep subject matter expertise, becoming the go-to resource for uncovering insights and making recommendations to implement strategic solutions that allow teams to scale and operate more effectively.
ESSENTIAL JOB FUNCTIONS AND RESPONSIBILITIES:
- Designs processes and analytical models and frameworks that improve acquisition rates of prospects and customers and decrease friction of moving them through the funnel, positively impacting both revenue outcomes and the overall customer experience.
- Proactively identifies opportunities to automate and/or optimize manual processes and reporting across the global marketing team, facilitating self-serve reporting, and formulating roadmaps to prioritize projects according to what's most impactful.
- Equips marketing leadership with pipeline analysis such as forecasting, trend analysis, and other predictive/descriptive insights weekly, monthly, quarterly.
- Develops and executes the process for tracking and measuring marketing success against goals in quarterly business reviews (QBR’s) working directly with the marketing leadership team.
- Enables an account-based reporting strategy by developing and maintaining intent delivery available in technologies
- Leverages data to identify areas of growth through top-of-funnel expansion, mid-funnel acquisition and conversion, optimal channel spend and optimal touchpoint strategy for members and future members.
- Supports the Marketing Analytics Manager in architecting and implementing a strategic analytical framework that can scale with the business and enable identification of opportunity and risk in the business.
- Translates complex business requirements from all levels of the organization into automated reports and dashboards that demonstrate the efficacy of programs and tactics across various channels
- Provides detailed reports on Key Performance Indicators and Return of Investment of various Marketing Campaigns and Programs.
- Champions the use of data as a strategic business asset and create an analytics-focused culture, driving adoption of reporting tools by hundreds of users.
- Performs continuous data analysis culminating in recommendations to change the existing marketing programs and tactics, or the marketing strategy altogether to ensure we are focused on increasing brand awareness, demand generation and customer cross sell.
- As requested, presents detailed analysis and reports to Marketing Managers and mid-level executives in the marketing and sales function.
- Helps to build and maintain reporting infrastructure that allows for objective assessment of marketing programs and their impact to the business.
- Supports stakeholders in determining best KPIs and metrics to use for their projects, helps diagnose problems that may be occurring, predicts how a different course of action could increase engagement in a campaign or additional lead volume.
- Proposes audience targeting and segmentation recommendations based on behavior analytics to maximize return on investment for Marketing programs.
- Creates appropriate documentation that allows stakeholders to understand the steps of the data analysis process and duplicate or replicate the analysis if necessary.
- Participates in projects and performs other duties as assigned.
- Occasional business travel may be required.
SUPERVISORY RESPONSIBILITIES:
KNOWLEDGE, SKILLS AND ABILITIES:
- Demonstrated background with predictive modeling used to forecast the pipeline growth and trends of the company in the near future.
- Proven experience working with statistical concepts and predictive modeling with an ability to provide concise conclusions based on data analysis projects
- Working knowledge of the following analytical tools: modeling and reporting in Excel/Access and SQL, Power BI/Tableau, or other data visualization tools
- Proven track record of working with marketing data from disparate sources and learning or managing new systems/platforms/tools
- Ability to effectively solve problems and create scalable solutions that can be rolled out to the marketing team
- Deep knowledge of B2B marketing and sales strategies and demonstrated skills in both quantitative and qualitative analytics
- Well-developed analytical skills, such as hypothesis formulation, testing, and accurate root cause analysis
- Understanding of digital advertising strategy and KPIs
- Ability to produce predictive data models for consumption by management
- Thorough understanding of fundamental business statistics
- Conceptual understanding of SaaS business models, GTM strategy, and key challenges
- General business acumen in order to extrapolate work priorities
- Ability to provide concise conclusions to company leadership based on data analysis projects
- Instincts for effective and scalable problem solving
- Understanding of business intelligence and its role in the organization and the ability to evangelize throughout the organization
- Ability to pro-actively work in a fast-paced environment with a demonstrated ability to prioritize work effectively
- Rigorous attention to detail and a drive for continuous improvement
- Ability to champion change and implement change management practices
- Excellent communications skills, both verbal and written, specifically the ability to translate non-technical stakeholder requirements into effective and actionable visualizations and reports
- Ability to rationalize when directional insights are sufficient vs when wholly accurate data is required for analysis
EDUCATION AND TRAINING:
- Four plus (4+) years in reporting/analyst role in marketing or sales with strong grasp of standard metrics
- Three plus (3+) years building data visualizations in Power BI or Tableau in non-academic/internship setting (intermediate proficiency required)
- Experience with marketing automation platforms such as Pardot (preferred), Eloqua, Marketo, etc.
- Experience with web analytics platform such as Google Analytics, Google Tag Manager, Google Search Console, Google Ads, or Adobe Analytics (Omniture Site Catalyst), or similar data management platforms
- Experience with Salesforce and Salesforce reporting
- Experience building and automating middle-management level reporting
- Experience with sales automation/sales engagement platforms such as SalesLoft
- Experience providing insights and recommendations that align to operational and strategic objectives
- Experience managing and prioritizing projects of varying size and complexity with a focus on both efficiency and quality
- Or equivalent combination of education and/or experience.
Other Qualifications
The Winning Way behaviors that all Vertex employees need in order to meet the expectations of each other, our customers, and our partners.
• Communicate with Clarity - Be clear, concise and actionable. Be relentlessly constructive. Seek and provide meaningful feedback.
• Act with Urgency - Adopt an agile mentality - frequent iterations, improved speed, resilience. 80/20 rule – better is the enemy of done. Don’t spend hours when minutes are enough.
• Work with Purpose - Exhibit a “We Can” mindset. Results outweigh effort. Everyone understands how their role contributes. Set aside personal objectives for team results.
• Drive to Decision - Cut the swirl with defined deadlines and decision points. Be clear on individual accountability and decision authority. Guided by a commitment to and accountability for customer outcomes.
• Own the Outcome - Defined milestones, commitments and intended results. Assess your work in context, if you’re unsure, ask. Demonstrate unwavering support for decisions.
COMMENTS:
The above statements are intended to describe the general nature and level of work being performed by individuals in this position. Other functions may be assigned, and management retains the right to add or change the duties at any time.