The Digital Marketing Analyst owns the analysis and communication of digital marketing performance data, ensuring marketing teams have reliable, actionable insights to inform content and campaign planning, optimization, and reporting. This role leverages existing analytics platforms and dashboards and is responsible for developing and maintaining organizational reports, frameworks, and templates. They will establish standardized measurement frameworks, ensure data integrity, and translate complex data into clear, narrative-driven insights. The Analyst works closely with digital marketing, content strategy, and business line marketing teams to identify trends, evaluate results, support optimization efforts, and communicate performance outcomes to stakeholders.

Responsibilities:

Data & Reporting Strategy

• Establish and document standardized digital marketing KPIs, reporting frameworks, and definitions across campaigns and channels
• Design and develop reporting processes and templates to support campaign, business line, and executive-level reporting
• Work across the end-to-end marketing reporting ecosystem to consolidate digital marketing data from both custom PowerBI dashboards and platform metrics tools (including but not limited to Hootsuite, HubSpot, Google Search Console, YouTube, LinkedIn)
• Collaborate with the Market Planning & Intelligence team to support ongoing dashboard and reporting tool enhancements

Data Governance & Quality

• Monitor data quality across systems, identifying inconsistencies, gaps, and anomalies in tracking or reporting
• Partner with marketing and operations teams to improve data structure, taxonomy, and naming conventions to ensure reporting accuracy
• Support governance efforts by documenting processes and enforcing best practices for data hygiene and tracking implementation

Performance Analysis & Optimization

• Conduct ongoing analysis of campaign and content performance across email, web, social, search (SEO/AEO), and paid media channels
• Identify trends, insights, and performance drivers to inform campaign and content optimization recommendations
• Evaluate audience behaviour, engagement patterns, and conversion pathways to improve campaign effectiveness
• Support testing strategies (A/B testing, multivariate testing) and measure impact of optimizations

Insights & Storytelling

• Translate complex datasets into clear and concise data visualizations (Excel, PowerPoint, and other tools) and actionable recommendations
• Develop narrative-driven reporting (i.e. data storytelling) that connects marketing performance to business outcomes
• Prepare executive summaries and presentations that highlight key trends, risks, and opportunities

Cross-Functional Collaboration

• Partner with digital strategy and distributed marketing teams to align measurement strategies with business goals
• Collaborate with the digital strategy team on data model design, taxonomy, and campaign tracking standards
• Act as a subject matter expert on marketing analytics tools and reporting capabilities

Education/Experience:

• Bachelor's or master's degree in marketing, data analysis, or a related field
• 7-10 years of experience in digital marketing analysis, marketing operations, and performance reporting
• In-depth experience working with digital marketing analytics tools
• Previous experience with engineering, architecture, interior design, professional services, or marketing in related fields is considered an asset
Capabilities & Credentials:

• Strong analytical and problem-solving skills with the ability to interpret large datasets
• Experience building data visualizations (Power BI, Excel, PowerPoint, or similar tools)
• Understanding of digital marketing channels and performance metrics (Google Analytics, SEO/AEO, email, paid media, social)
• Familiarity with attribution models and campaign tracking methodologies
• Demonstrated advanced proficiency in Excel and data manipulation techniques.
• High attention to detail with a focus on data accuracy and integrity
• Strong written and verbal communication skills with the ability to translate marketing data into business insights
• Experience leveraging AI tools (e.g., prompt engineering, agent workflows, applied machine learning) to improve analysis efficiency, automate reporting processes, and surface deeper performance insights is preferred.
• Ability to communicate with senior management, supervisors, peers, and internal clients clearly and effectively.
• Ability to manage multiple priorities and work across distributed, cross-cultural teams
• Ability to work effectively within a group as well as independently motivated with primarily remote supervision