Senior Marketing Analyst - Advanced Analytics

The Staff Data Analyst - Marketing will be responsible for providing advanced analytical expertise to the marketing team. In this role, you will manage complex marketing data, perform statistical analysis, and collaborate closely with cross-functional teams to help optimize marketing strategies and improve business performance. Your work will directly influence marketing campaign effectiveness, customer behaviour analysis, and strategic decision-making, ensuring that we are maximizing the ROI across all marketing investments. In line with Hootsuite's distributed workforce strategy, our flexible work arrangement allows for remote work or a hybrid model. This role is open to applicants located in Toronto, Vancouver or remote throughout Canada and the United States in provinces/states where we comply with our legal hiring entities. In this role, you will report to the Senior Manager, Analytics.

WHAT YOU'LL DO:

• Lead Marketing Analytics Initiatives: Manage key cross-functional analytics projects related to campaign performance, customer engagement, and marketing ROI. Use advanced statistical methods and data visualization tools (e.g., Tableau, Power BI) to deliver actionable insights and help optimize marketing strategies.
• Campaign Performance and KPI Analysis: Analyze key marketing KPIs, such as conversion rates, customer lifetime value, cost per acquisition, and return on marketing investment (ROMI). Use predictive analytics and data modeling techniques to recommend improvements in targeting, messaging, and campaign budget allocation.
• Collaborate on Marketing Attribution: Work with the marketing team to develop and refine multi-touch attribution models, ensuring the team accurately measures the impact of different marketing channels (e.g., email, social media, paid search) on customer journeys and sales. Provide insights to help refine marketing strategies based on attribution results.
• Customer Segmentation and Personalization: Analyze customer data to create detailed segments based on demographics, behavior, and purchase history. Work with marketing teams to implement personalized marketing strategies that improve engagement and conversion through targeted approaches.
• A/B Testing and Experimentation: Lead A/B tests and experiments to evaluate the effectiveness of new marketing tactics, product features, or customer engagement strategies. Provide actionable recommendations based on statistical analysis to refine and optimize marketing campaigns.
• Forecasting and Trend Analysis: Utilize statistical models and machine learning algorithms to forecast trends in customer behavior and campaign performance, allowing for proactive adjustments to marketing strategies that maximize ROI.
• Mentor Data Analysts within the team through hands-on coaching and training to elevate their skills and impact.

WHAT YOU'LL NEED:

• Extensive relevant experience within a fast-paced business environment, with specialized experience in marketing data and customer segments.
• Advanced Analytics & Statistical Methods: Ability to apply advanced statistical analysis, regression models, and predictive analytics to marketing data.
• Data Visualization & Reporting: Strong ability to use visualization tools to translate complex data into clear, actionable insights.
• Customer Behaviour Analysis: Experience analyzing and understanding how customers engage with marketing campaigns, using this insight to optimize marketing efforts.
• Segmentation & Personalization: Ability to create and analyze customer segments to develop personalized marketing strategies that drive engagement and conversion.
• Campaign Analysis & Optimization: Deep knowledge of how to track, evaluate, and optimize the effectiveness of marketing campaigns based on performance data.
• Marketing Attribution: Expertise in attribution modeling, including multi-touch attribution, and the ability to apply insights to improve the effectiveness of marketing channels.
• SQL: Expertise in writing complex SQL queries to extract and manipulate marketing data from relational databases.

WHO YOU ARE:

• Solution seeker. You're focused on tackling new challenges, solving problems, and moving the business forward—and you don't wait to be asked.
• Lifelong learner. You have a growth mindset - you're here to learn, experiment, seek, apply, and provide feedback, share what works with your team, and move on from what doesn't.
• Resilient adapter. In the face of change and challenges, you bring a thoughtful, calm approach, and a focus on finding the new opportunity.
• Intentional collaborator. You build positive working relationships across the business, bringing people together to foster new opportunities and to facilitate the efficient flow of information.
• Critical challenger. You have the trust in your team to ask difficult questions in order to get to the best end result.
• Active communicator. You listen actively and communicate ideas and information clearly, inclusively, and proactively.
• Integrated thinker. You look beyond your role and responsibilities to understand how your team's work drives broader organizational goals.
• Accountable owner. You take pride in the work you're responsible for with a mindset of ultimate accountability and reliability for the outcomes.
• Bar-raiser. You step up to help your team grow and succeed, even when that means going beyond what might be expected.

In all we do, our six guiding principles light the way:

Step Up: Dare to go beyond the expected to achieve greatness. #StepUp

One Team: Make Hootsuite a place we soar together by respecting each other's individuality, building trust, and showing up for the team. #OneTeam #FreeToBeMe

Customer Obsessed: Focus relentlessly on helping our customers succeed. #CustomerObsessed

Go Fast, Be Agile: Widen our competitive advantage by committing to speed and simplicity over perfection and complexity. #GoFastBeAgile

Play to Win: Commit to building an incredible, profitable company for our customers, our employees, and our stakeholders. #PlayToWin #NoExcuses

Neighbours & Allies: Give back to our communities and be an ally. #SocialForGood #Allies

Accommodations will be provided as requested by candidates taking part in all aspects of the selection process.

#LI-EM #LI-Remote