About the Role:
The Senior Marketing Data analyst owns the full spectrum of marketing analytics for open access & author marketing, from data management through to strategic recommendations. They play a critical role in transforming marketing data into actionable insights that drive campaign performance improvements, customer engagement, and revenue growth, ultimately influencing marketing investments and business direction. They are responsible for applying incrementality science to measure the true causal impact of our efforts, defining the criteria for measures, analyzing analytics to optimize performance, and developing and maintaining a sophisticated marketing attribution and measurement framework.
The Senior Marketing Data Analyst is the owner and expert on our data sources, including identity, transactional, demographic and behavioral data and helps shape how we integrate and use data. They are responsible for building dashboards, delivering regular reporting and conducting data analysis focused on identifying solutions and opportunities.
Responsibilities:
Help establish group KPIs, track, and distribute results in real time or in regular intervals
Partner with marketing, product, publishing, and technology to ensure metrics are appropriately defined, implemented, and tested
Design, build, and maintain key reports, dashboards, and analyses using visualization tools and query language (e.g., BigQuery, SQL, Looker, Python, R, Power BI)
Partnering with marketing design, execute, and interpret sophisticated uplift tests and experiments (A/B, geo-lift, incrementality) to determine the true causal impact of marketing efforts
Develop and calibrate advanced measurement models, including marketing mix modeling (MMM) and multi-touch attribution, to guide budget allocation and strategic planning
Measure and report on the return on investment for all marketing channels, providing clear recommendations for optimizing spend
Support strategic decision-making of senior team with in-depth ad hoc analysis and presentations
Connect and integrate disparate data sources to create a unified, 360-degree view of the customer journey, and marketing funnel
Own our data (identity, transactional, demographic and behavioral), ensuring complete, update and normalized datasets are maintained through data cleansing and transformations
Analyze customer and prospect behavior and build propensity models for our different customer groups
Act as the open access and author marketing subject matter expert on marketing data, measurement methodologies, and analytics best practices
Identify, interpret, and communicate key trends in customer behavior and market dynamics, translating them into actionable recommendations for digital strategy and campaign optimization
Guide and influence cross-functional teams, collaborating closely with marketing, publishing, and product groups, often leading key projects or initiatives that require advanced analytical acumen
Liaise with other analytics resources within Wolters Kluwer Health to ensure coordination and implementation of best practices
Skills:
• In-depth Data Analysis: Develop insights through detailed data evaluation.
• Process Optimization: Expertise in refining business processes.
• Financial Expertise: Advanced preparation and analysis of financial documents.
• Presentation Skills: Competent in communicating complex ideas clearly.
• Leadership: Capability to lead and manage parts of complex projects.
• Advanced Technical Tools: Proficient in tools like SQL, Tableau, and Python.
• Advanced Problem Solving: Exceptional analytical and critical thinking.
• Data Visualization: Skills in creating clear and effective visual data representations.
Education: Bachelor’s (essential) Master’s (desirable) degree in, Statistics, Econometrics, Data Science, or a related quantitative field.
Highly desired Experience:
5+ years of experience in performance marketing or growth analytics, with a demonstrable record of driving advanced data-driven solutions and business impact, ideally in academic publishing
Expert proficiency in SQL, for complex data manipulation and experience with BI tools (Power BI, Tableau, Looker).
Significant experience with digital marketing analytics tools (e.g., Google Analytics, Salesforce, Marketo).
Thorough knowledge of marketing funnels, conversion rates, customer acquisition metrics, and advanced attribution models.
Excellent analytical, problem-solving, and critical thinking skills with meticulous attention to detail.
Proficiency in Python or R for advanced statistical analysis and modeling
Demonstrated success building or deploying marketing mix models (MMM) using frameworks
Familiarity with SEO, PPC, and social media metrics in a global context.
Demonstrable ability to tell a story with data to drive improvements
Familiarity with analytics data products (e.g. Google suite: Datastudio, Looker, BigQuery, Colab, Analytics, Google Tag Manager or equivalent from other vendors)
Ability to learn and apply new systems, methodologies, and practices to improve day-to-day work
Well organized and accurate with good time management
Statistics and data science experience is beneficial but not essential
Experience with building and maintaining ETL pipelines
• Requires in-depth conceptual and practical knowledge in primary job family and basic knowledge of related job families
• Has knowledge of best practices and is aware of the competition and market differentiators
• Solves complex problems; exercises judgment based on the analysis of multiple sources of information
• Works independently, receives minimal guidance; may lead projects or may have accountability for on-going activities
• Impacts a range of project activities within own team and other related teams, acts as a resource for colleagues
• Explains difficult or sensitive information; works to build consensus
To maintain a fair and genuine hiring process, we kindly ask that all candidates participate in interviews without the assistance of AI tools or external prompts. Our interview process is designed to assess your individual skills, experiences, and communication style. We value authenticity and want to ensure we’re getting to know you—not a digital assistant. To help maintain this integrity, we ask to remove virtual backgrounds and include in-person interviews in our hiring process. Please note that use of AI-generated responses or third-party support during interviews will be grounds for disqualification from the recruitment process.
Applicants may be required to appear onsite at a Wolters Kluwer office as part of the recruitment process.
