About this role
Positions are full-time and onsite (in-person) at our office in beautiful Fort Walton Beach, Florida.
Marketing Performance Analyst
Department: Marketing | Reports to: Director of Marketing | Target experience: 3-5 years
What You’ll Do
This is a marketing data analyst role within the Marketing Department, reporting directly to the Director of Marketing. You will own the measurement and reporting of marketing performance across the full customer funnel, from first touch through subscription and revenue.
Above all, you’ll bring a deep working understanding of how marketing actually works: what each channel is optimized for, why it matters at its stage of the funnel, and which levers to pull when the numbers move. You’ll analyze conversion paths across paid media, organic, content/SEO, email, retargeting, and direct referral, and translate what you find into recommendations the marketing team can act on.
To do that well, you’ll build and maintain dashboards, manage customer segments and automation scenarios within our CDP, and query our data warehouse to pull the data behind your analysis. You’ll partner with Engineering, who own implementation and pipeline work, to make sure our instrumentation supports the questions the business needs answered. Your analysis flows directly to the Director of Marketing to inform strategy, resource allocation, and tactical adjustments across every marketing channel.
How You’ll Make an Impact
We are seeking a marketing-fluent, technically capable analyst who can turn fragmented data into a clear, unified picture of what’s driving growth and what isn’t. You’ll bring structure to our marketing measurement, close instrumentation gaps, and give leadership the confidence to make faster, smarter decisions. Your work will directly shape how we invest across channels, optimize our funnel, and scale a product that helps families navigate some of the hardest moments of their lives.
If you want to own the answer to whether our marketing is actually working, and not just whether the data pipes are connected, this role was built for you.
Key Responsibilities
Marketing Analysis & Strategy Support
Maintain a deep working understanding of all marketing disciplines (social media, public relations, SEO, content strategy, digital advertising, email/lifecycle, and website) so your analysis and recommendations account for how each channel operates, what it’s optimized for, and how it contributes to full-funnel performance.
• Analyze conversion paths across paid media, organic, content/SEO, email, retargeting, and direct referral channels; apply and maintain multi-touch attribution beyond GA4 last-click.
• Diagnose why performance is moving, not just that it moved, and recommend where to double down or pivot based on KPI trends.
• Surface findings proactively to the Director of Marketing: flag what’s working, what isn’t, and what you’d do about it.
• Translate business questions into analytical frameworks and proactively identify information gaps before they become blockers.
• Reporting & Dashboards
• Build, maintain, and iterate on dashboards (Looker Studio preferred) for the marketing department and leadership.
• Develop full-funnel reporting that distinguishes between upper, mid, and lower-funnel performance, with appropriate KPIs at each stage (impressions, CPM, CAC, LTV, ARPU, MRR, ARR, churn, etc.).
• Identify instrumentation gaps that block KPI reporting and prioritize fixes by business impact.
• Track cross-platform (web/app) conversion symmetry and flag discrepancies.
• Data & Instrumentation (in partnership with Engineering)
• Write SQL against our data warehouse to extract, transform, and analyze marketing data; build and maintain views for recurring reporting needs.
• Maintain and extend event tracking schemas across website and apps in partnership with Engineering, who own initial implementation and pipeline builds.
• Manage UTM strategy/taxonomy and configure Google Tag Manager containers to ensure accurate attribution and event firing.
• Monitor data integrity across GA4, Firebase, Google Search Console, Semrush, and platform-native tools; escalate integration or pipeline issues to Engineering when they originate upstream of marketing’s tools.
CDP & Marketing Automation
• Build and maintain customer segments using behavioral data, event attributes, and aggregates.
• Create and manage scenarios including trigger configuration (on-event, API-based, date-attribute), branching logic, and A/B testing.
• Manage customer data: profiles, identifiers, attributes, and events.
• Flag when a request requires new integration or architecture work, which is scoped separately with Engineering.
• Note: initial CDP-to-warehouse integration, API connections, and new data pipeline builds are owned by Engineering, not this role.
Skills Required
• Strong understanding of digital marketing tactics: content, SEO/GEO/AEO, paid search, paid social, display/retargeting, email, and website, including what success looks like for each.
• Understanding of marketing funnel mechanics and how to analyze KPIs at each stage.
• Ability to look at performance data and articulate which levers to pull in response.
• Hands-on data warehouse experience (writing queries, building views).
• Advanced-level proficiency in GA4, Google Tag Manager, and Google Search Console.
• Dashboard development including calculated fields, blended data sources, and dynamic filtering.
• Working knowledge of UTM parameters, naming conventions, and campaign tracking taxonomy.
• Ability to utilize SQL to pull data
• Ability to translate complex data into concise reporting for varied audiences.
• Solution-focused with a knack for identifying information gaps.
• Effective working independently and as part of a team to meet deadlines.
Training & Experience
• 3-5 years in marketing analytics with demonstrated ownership of channel-level strategy recommendations, not just reporting.
• Substantial experience with digital marketing tactics: Google Ads, Meta Ads, SEO, content, email/lifecycle, retargeting, and consumer journey mapping.
• Track record building full-funnel dashboards and reporting frameworks tied to revenue outcomes.
• Experience writing SQL against data warehouses to analyze data from multiple sources.
• Hands-on GTM implementation experience (custom events, data layer, tag/trigger architecture).
• Experience with multi-touch attribution modeling.
Bonus Skills
• B2C SaaS or subscription-based product experience
• Firebase Analytics for mobile app tracking
• Google Digital Marketing & Analytics certifications
• Microsoft Data Analytics certifications
• Semrush or similar SEO analytics platforms
• Experience with CDP or marketing automation platform.
• JavaScript SDK implementation for web tracking
• Python or R
• Understanding of SaaS/subscription metrics: CAC, LTV, LTV:CAC, CAC payback, ARPU, MRR, ARR, churn
Candidates must be legally authorized to work in the United States and must not now or in the future require visa sponsorship to continue employment
NOTE TO APPLICANTS: Salary or wages listed on Indeed.com or TheLadders.com are not based on actual data for this job listing. The salary ranges that any third party provides with the listing on their websites are based on their own salary calculators and are not accurate for the Northwest Florida area.
*Candidate(s) who are offered a position will be required to successfully pass a pre-employment background check and drug screening.
*Applicants must be currently authorized to work in the US and not require sponsorship now or in the future.
*TalkingParents is an Equal Opportunity Employer
*No outsourcing or recruiting firms, please 70K to 80K