Job Description
Job Description
The Senior Analyst, Marketing Intelligence & Analytics will support the development and operation of integrated marketing intelligence, marketing effectiveness analytics, and AI-enabled process improvement across Marketing.
This role will work with internal Marketing teams, data owners, agencies, and external partners to collect, understand, validate, structure, and analyze information received across a variety of formats, including Excel files, manually created tables, PowerPoint presentations, research outputs, and measurement deliverables.
The ideal candidate combines strong analytical and data skills with curiosity and critical thinking. They should be comfortable working with fragmented and unstructured information, understanding how data and metrics were developed, identifying inconsistencies or limitations, and engaging source owners to resolve questions before information is used for analysis or reporting.
Key Responsibilities
- Collect, organize, and analyze marketing data and insights from internal teams, agencies, vendors, and other partners.
- Review source data and documentation to understand KPI definitions, methodologies, time periods, populations, granularity, assumptions, and limitations.
- Perform data validation, reconciliation, and quality assurance across disparate Excel files, tables, presentations, and analytical outputs.
- Identify data inconsistencies, gaps, methodology changes, and other issues and work directly with source owners to investigate and resolve them.
- Structure and standardize disparate information to enable integrated analysis and recurring reporting.
- Analyze marketing, consumer, brand, competitive/market, marketing effectiveness, and relevant business information to identify trends, changes, relationships, and areas requiring further investigation.
- Use approved generative AI tools (Gemini, Claude, Claude Cowork), to support data analysis, information synthesis, report generation, and workflow automation.
- Validate AI-generated analysis and outputs against original source materials to ensure accuracy and appropriate interpretation.
- Develop and maintain recurring integrated Marketing Intelligence reporting, including HTML-based outputs generated through approved AI tools.
- Partner with Marketing teams to identify lengthy, repetitive, or manual processes that can be simplified or accelerated using AI.
- Document existing processes, develop and test AI-enabled workflows, and establish repeatable processes and quality-control procedures.
- Measure the impact of process improvements through reductions in manual effort, process steps, or turnaround time.
- Support recurring marketing effectiveness activities, including MMM and MTA data coordination, quality assurance, organization of model outputs and scenarios, documentation, and first-pass analysis.
- Maintain organized historical analytical outputs, assumptions, methodologies, and supporting documentation to enable consistent and reusable analysis.
- Communicate analytical findings, data issues, and open questions clearly to Marketing Intelligence leadership and relevant stakeholders.
Required Qualifications
- Bachelor's degree in Business Analytics, Marketing Analytics, Data Analytics, Statistics, Economics, Marketing, or a related field, or equivalent relevant experience.
- 3–5+ years of experience in marketing analytics, data analytics, marketing measurement, or a related analytical role.
- Advanced Excel skills, including experience cleaning, manipulating, reconciling, and analyzing data from multiple sources.
- Strong analytical and problem-solving skills with demonstrated ability to investigate data rather than simply report provided metrics.
- Strong understanding of data concepts including dimensions, measures, aggregation, KPI construction, data quality, reconciliation, and basic statistical analysis.
- Working knowledge of marketing analytics and measurement concepts across paid media, the marketing funnel, brand/consumer measurement, and business outcomes.
- Ability to work effectively with incomplete, fragmented, or unstructured information and develop structure where standardized processes or datasets do not exist.
- Ability to understand and challenge data definitions, methodologies, assumptions, and analytical outputs.
- Strong written and verbal communication skills, including the ability to work directly with internal stakeholders, agencies, vendors, and data owners to investigate and resolve analytical questions.
- Ability to manage multiple workstreams and operate independently within a cross-functional Marketing environment.
- Experience using generative AI tools for analysis, synthesis, workflow improvement, or business productivity, or demonstrated ability to rapidly learn and apply such tools.
Preferred Qualifications
- Experience with Tableau, Power BI, or other data visualization tools.
- Experience working with marketing agencies, research providers, measurement vendors, or other external partners.
- Exposure to marketing measurement methodologies such as Marketing Mix Modeling (MMM), Multi-Touch Attribution (MTA), or incrementality measurement.
- Experience developing or improving analytical workflows, reporting processes, or AI-enabled automation.
- Experience working across multiple marketing data and insight sources, including paid media, brand/consumer research, competitive intelligence, and business-performance data.