Sr. Marketing Performance Analyst

About the role

This position is a contract opportunity focused on enhancing the financial performance analytics of marketing initiatives at Cohere. As the company continues to expand in the B2B sector, your role will be pivotal in assessing the effectiveness of marketing campaigns across multiple channels, from the initial stages of awareness to the final stages of revenue generation. You will be tasked with refining lead scoring and attribution models, in addition to developing comprehensive dashboards and reports that will aid leadership in making informed decisions.

Key facts

What you'll do

• Analyze the performance of marketing campaigns across various media types, including paid, earned, and owned channels, while monitoring key metrics throughout the sales funnel.
• Work closely with leadership to formulate strategic plans and establish performance objectives that align with business goals.
• Address specific analytics inquiries and compile materials for regular business reviews, including presentations tailored for executives and the Board of Directors.
• Enhance lead scoring models and attribution reporting, ensuring their precision through thorough validation processes.
• Create interactive dashboards and reports that deliver clear insights and actionable recommendations for the marketing team.
• Develop comprehensive dashboards for closed-loop marketing reports to facilitate reviews of lead flow and pipeline generation.
• Optimize the customer journey by improving multi-channel marketing campaigns, conducting A/B testing, and proposing enhancements for individual channels.
• Collaborate with cross-functional teams to ensure that data-driven insights are integrated into marketing strategies and operational plans.
• Monitor industry trends and best practices to continuously refine and improve analytics methodologies.
• Provide training and support to team members on analytics tools and best practices, fostering a data-driven culture within the organization.
• Participate in brainstorming sessions to generate innovative ideas for marketing strategies based on analytical findings.

Requirements

• A Bachelor's or Master's degree in a technical discipline such as Computer Science, Data Science, Statistics, Engineering, or Mathematics is essential.
• A minimum of 5 years of substantial analytics experience in support of Go-To-Market teams (Marketing or Sales) within rapidly growing B2B contexts.
• Advanced skills in SQL and Python programming are required, along with experience utilizing AI tools for data analysis and process automation.
• Proven ability to collaborate effectively with various teams, including Operations, Finance, Product, Engineering, Sales, and Marketing.
• Exceptional capability to translate complex data into clear business insights and actionable recommendations.
• Comfortable presenting findings to executives and stakeholders at all levels, using tools such as Google Slides or PowerPoint.
• A solid understanding of Product-Led Growth (PLG), Sales-Led Growth (SLG), and Closed Loop Marketing frameworks is crucial.

Nice to have

• Experience with marketing automation platforms such as Marketo.
• Familiarity with customer relationship management systems, particularly Salesforce.
• Knowledge of web analytics tools like Google Analytics 4 (GA4) and data warehousing solutions like BigQuery.
• Proficiency in visualization tools such as Looker for data presentation.
• Experience working with Customer Data Platforms (CDPs) like Segment or Hightouch.
• Understanding of paid and social media advertising platforms to assess campaign performance.

Skills & tools

• Marketo
• Salesforce
• Google Analytics 4 (GA4)
• BigQuery
• Looker
• Customer Data Platforms (Segment, Hightouch)
• SQL
• Python
• Google Slides
• PowerPoint

Practical notes

This role offers a unique opportunity to contribute to the marketing analytics efforts of a growing B2B enterprise. The position is designed for individuals who thrive in a dynamic environment and are passionate about leveraging data to drive marketing performance. As a contract position, it provides flexibility in terms of work arrangements, allowing for remote or hybrid work based in Toronto. Candidates should be prepared to engage with various stakeholders and present their findings in a clear and impactful manner. This is an exciting chance to be part of a forward-thinking team that values data-driven decision-making and continuous improvement.