| Detail | For this role |
|---|---|
| Department | Marketing |
| Level | Mid level |
| Reports to | Marketing Manager |
| Direct reports | None |
| Experience | 2 to 5 years in marketing analytics or data analysis |
Marketing Analyst job description template
Copy this job description, replace the text in square brackets and post it on your careers page or a job portal.
Job title: Marketing Analyst
Department: Marketing
Reports to: Marketing Manager
Location: [City], [office, branch or site]
About the role
A Marketing Analyst measures how well a brand's marketing is working. They pull data from campaigns, channels, website and CRM, build dashboards and reports, track spend and return, and find what is driving results and what is wasting budget. The role sits in the marketing team and supports every marketer with data. A good one turns scattered numbers into clear answers, spots where money is being lost or a channel is winning, and gives the team reliable data to decide where to spend next.
Key responsibilities
- Collect and combine marketing data from campaigns, channels, website, ads and CRM.
- Build and maintain dashboards and regular reports on marketing performance.
- Track spend, leads, sales, cost per acquisition and return on investment by channel.
- Analyse campaign results and find what drives performance and what does not.
- Set up and check tracking, tags and attribution so data is accurate.
- Run attribution and cohort analysis to understand the customer journey.
- Answer the marketing team's data questions with clear, quick analysis.
- Flag underperforming campaigns early and recommend budget shifts to the team.
- Forecast results and support the team's planning and budgeting.
- Keep data definitions and reports consistent across the team.
Requirements
- Bachelor's degree in statistics, economics, marketing, commerce or engineering
- Strong data and analytics skills
- Analytics certifications are an advantage
- 2 to 5 years in marketing analytics or data analysis
KRAs and KPIs for a Marketing Analyst
Key result areas for the appraisal form, each with a KPI you can measure every month or quarter.
| Key result area | How to measure it |
|---|---|
| Data reliability | Marketing data and tracking accurate, with reports the team can trust |
| Reporting cadence | Dashboards and reports delivered on schedule every cycle |
| Actionable insight | Analysis leads to budget or campaign changes across the period |
| Attribution | Channel contribution measured so spend can be judged fairly |
| Forecast accuracy | Forecasts land within a set range of actual results |
| Response time | Data questions from the team answered within the agreed time |
Skills and tools
Tools used day to day: Google Analytics, Looker Studio or Power BI, SQL, MS Excel, Google Tag Manager.
Reporting line and career path
Next roles: Marketing Manager, Head of Marketing Analytics
Interview questions for a Marketing Analyst
- How would you build a dashboard that tells the team where to spend next month?
- Two channels both claim the same conversion. How do you handle attribution?
- How do you check whether campaign tracking is set up correctly?
- A campaign looks great on clicks but poor on sales. How do you dig in?
- How do you present data to marketers who are not analysts?
- How do you forecast next quarter's leads from past data?
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What does a marketing analyst do?
A marketing analyst measures how well a brand's marketing is working. They pull data from campaigns, channels, website and CRM, build dashboards and reports, track spend and return, and find what is driving results and what is wasting budget. They give the marketing team reliable data to decide where to spend next.
What is the difference between a marketing analyst and a data analyst?
A data analyst works across any business data: finance, operations, product or marketing. A marketing analyst focuses on marketing data specifically: campaigns, channels, attribution and ROI. The skills overlap, but a marketing analyst understands marketing metrics and works closely with marketers to improve spend and results.
What skills does a marketing analyst need?
A marketing analyst needs strong analytics, Google Analytics, data visualisation, advanced Excel and often SQL. Attribution modelling and reporting skills help them measure channels fairly. Analytical thinking and attention to detail matter most, since the team relies on their numbers being accurate to make budget and campaign decisions.