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Marketing Analyst / Automation Specialist
Penton Media, Inc.
Boulder, CO, United States
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Informa is seeking a Marketing Analyst to join Informa’s Global Exhibitions Health and Nutrition Division. The Marketing Analyst is primarily responsible for managing and providing data analysis and marketing automation expertise across vertical markets in the Natural Products and Functional Ingredient industries to support demand generation and user paid initiatives including events, print/digital subscriptions and client programs. He/She will be heavily involved in user analysis, user database optimization projects and the execution of strategic initiatives to support campaign success. The role will also include monitoring performance metrics, creating unique email programs and allocating database resources for achieving optimum campaign performance. The qualified candidate will need strong analytical skills, an understanding of predictive modeling, an ability to consolidate and integrate data and well as hands-on experience with marketing automation tools. Additionally, the Marketing Analyst will take direction from the marketing teams, be willing to address standard and ad-hoc reporting needs and interact with the business leaders, events teams and centralized groups. Ideal candidate will have a passion for both marketing and the healthy lifestyle industry.
Essential Job Functions:
• Establishes user / contact record standardization and in conjunction with the marketing team and business leads, improve data scheme and data dictionary to support business growth;
• Develops reports with direction from marketing team to showcase customer life-cycle and customer lifetime value trends;
• Explores, models, mines, and experiments with data to answer critical business issues;
• Discovers innovative database segmentation strategies;
• Makes strategic recommendations supported by sound analysis;
• Works closely with marketing automation teams to ensure the effective storage, retrieval and optimization of data / data records;
• Develops knowledge of our core product offerings and how they perform against our database as well as developing and maintaining a knowledge of core topics to accurately project performance;
• Work with business leaders to identify goals for event, print and digital products;
• Work with marketing to develop an ongoing strategy to drive net new users and renewals
• Identify efficiencies across the portfolio to synergize user-marketing initiatives (events, subscriptions, e-commerce, lead gen);
• Supports data quality: Troubleshoots errors within work flows. Identify data anomalies
Knowledge, skills and abilities required:
• 3-5 years of experience in data mining, predictive modeling, marketing automation, data acquisition, transformation, and cleaning, both structured and unstructured data;
• High Proficiency with Microsoft Office, Access, database and report generation experience;
• Intermediate/Advanced knowledge of marketing automation software; Eloqua preferred;
• Demonstrates ability to analyze and communicate findings in non-technical terms;
• Strong interest in the analytical side of marketing as it relates to response rates, database segmentation and overall campaign strategy;
• Excellent oral and written communication skills;
• Extremely reliable and a team player;
• Must be comfortable working independently in a fast paced environment
• The ability to travel for up to five days 2-3 times a year
Additional Skills:
• Google/Adobe Analytics
• Social Media Monitoring/Reporting
• Data Modeling
• Data Replication
Optional Skills/Experience – not required:
• Adobe Creative Suite
• HTML
• Adobe Experience Manager
• Salesforce
• Tableau (or similar data visualization products)