The Demand and Digital Analyst owns performance reporting and analytics across paid media, web, lead flow, and HubSpot lifecycle programs, ensuring leadership has accurate, timely, and comparable insights across brands. Reporting to the Senior Manager, this role maintains dashboards and KPI definitions, supports attribution and measurement logic, and identifies drivers of conversion changes to inform prioritization and investment decisions.
The Analyst partners closely with the Assistant Manager and external partners to ensure reporting reflects execution reality, tracking is validated, and insights translate into clear actions for optimization.
Essential Duties and Responsibilities
Performance Reporting & Analysis
- Produce weekly and monthly performance reporting across paid media, web traffic, lead flow, and lifecycle nurturing.
- Analyze performance trends and identify drivers of conversion rate changes, funnel drop-offs, and performance variance by brand and channel.
- Surface insights and recommendations inform optimization actions, prioritization, and spend decisions.
Reporting Automation and Dashboard Enablement
- Automate recurring reporting and dashboard refreshes by integrating data sources, standardizing definitions, and reducing manual spreadsheets.
- Maintain automated dashboards and data pipelines, including QA checks, exception handling, and documentation of logic and dependencies.
- Partner with Martech to improve data capture and tracking reliability, ensuring dashboards reflect true funnel performance.
Attribution, Dashboards & KPI Governance
- Support attribution logic and measurement frameworks used across brands, including definitions and assumptions.
- Maintain dashboard definitions, KPI calculation logic, and reporting standards to ensure consistency and comparability.
- Govern KPI hygiene by documenting metric definitions, ensuring version control, and resolving data discrepancies.
Funnel and Lifecycle Analytics
- Analyze lead flow performance from capture through nurture and handoff, identifying friction points and improvement opportunities.
- Evaluate lifecycle program performance in HubSpot, including email engagement, workflow drop-off, and stage progression.
- Support test readouts for CRO and A and B tests, including results interpretation and next-test recommendations.
Data Quality & Enablement
- Validate data integrity by partnering on tagging verification, URL governance, and tracking QA with internal teams and agencies.
- Support data hygiene checks, tagging validation, and exception handling to improve reporting reliability.
- Package insights into clear narratives for Line Marketing and monthly business reviews, focused on impact and recommended actions.
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