Marketing Data Analyst

At Newforma, you’ll help shape the future of project information management for architects, engineers, and contractors worldwide. Join a team that’s trusted by over 1,500 firms to simplify how they work. Together, we’re creating tools that connect people to the information they need, faster and smarter. Let’s build something great.

We’re looking for a Marketing Data Analyst who truly loves data, dashboards, and digging into the story behind the numbers. Reporting to the VP of Marketing, this role focuses specifically on how our marketing programs, channels, and spend influence pipeline and revenue.

You’ll live in Salesforce, HockeyStack, Excel, and our channel platforms, helping the marketing team understand what’s working, what’s not, and what we should do next. If calculating ROAS, CAC, and quota coverage sounds energizing, and you enjoy using data to spark constructive conversations with sales, this role is for you.

In This Role: Your Responsibilities Will Include

• Analyzing performance across email, social, 6sense, LinkedIn campaigns, and other channels to understand which programs, audiences, and messages drive engagement, opportunities, and revenue.
• Working hand‑in‑hand with the RevOps team and their owned pipeline and revenue data in Salesforce to understand how marketing‑sourced and marketing‑influenced opportunities progress through each stage, and where they stall or accelerate.
• Building and maintaining dashboards and reports that show where pipeline is coming from, how it is progressing through each marketing funnel stage, and where it is lagging, by segment, channel, and campaign.
• Performing granular closed‑won and closed‑lost analysis to identify which programs, channels, and touch patterns are most strongly associated with successful outcomes, and where deals tend to fall out of the funnel.
• Calculating and interpreting key performance metrics such as ROAS, CAC, CPL, cost per opportunity, cost per SQL, cost per opportunity stage, MQL‑to‑SQL, SAL, and SQL‑to‑opportunity conversion rates, stage‑to‑stage funnel conversion, funnel velocity, channel and campaign‑level ROI, impression share, reach and frequency, CTR, CPC, CPM, form‑fill and demo‑request conversion, email open and click‑through rates, unsubscribe and spam rates, webinar and event registration and attendance rates, website traffic, new vs. returning visitors, traffic by source/medium/campaign, bounce rate, time on page, pages per session, content engagement, intent and account engagement scores, and contribution to pipeline and closed‑won revenue, and turning these into clear, prioritized recommendations for budget allocation, channel mix, and campaign optimization. Ouff… if you didn’t run away yet, we’re feeling really good about your candidacy.
• Partnering with Revenue Operations and Sales to assess pipeline health and quota coverage from a marketing perspective, identifying where additional pipeline is required (by segment, region, and rep) and which marketing programs are best suited to close those gaps.
• Reviewing the performance, adoption, and use cases of our marketing tech stack (including HubSpot, 6sense, and related tools) to identify underused features, missed automation or personalization opportunities, and overlapping capabilities, and making clear recommendations on how to better leverage, consolidate, or phase out tools based on their actual impact on pipeline and revenue.
• Working closely with the demand generation team to measure the impact of always‑on and campaign‑based programs from first touch through to closed‑won revenue, including multi‑touch attribution where applicable.
• Helping refine and operationalize marketing attribution approaches so the team has a reliable view of marketing‑sourced and marketing‑influenced pipeline and revenue.
• Proactively surfacing insights, trends, and anomalies in the data, and packaging them into stories, visuals, and recommendations that inform campaign planning, channel mix, and sales enablement priorities.
• Proactively identify friction points in the customer journey and surface opportunities to improve conversion rates (CRO) and overall marketing efficiency (CAC/LTV).

Requirements For The Position Include

• 3–6 years of relevant experience in marketing, analytics, business intelligence, or a related field, with a strong analytical focus.
• Strong analytical skills and a genuine love of working with numbers, large data sets, and multi‑stage funnels.
• Advanced experience with Excel (or Google Sheets), including formulas, pivot tables, and data manipulation