Marketing Performance & Analytics Specialist

Kaizen Lab Inc.; Toronto; Hybrid; CAD 72,000 - 85,000; Full time

Benefits offered by this job

Health Spending Account

Pension plan with employer contribute.

Professional development opportunities

Volunteer days

Hybrid work model

Job summary

Payworks, a Toronto-based leader in workforce management solutions, seeks a Marketing Performance & Analytics Specialist to own full-funnel analytics, campaign attribution, and performance reporting across all demand streams. You will translate data into clear recommendations to guide investments that drive pipeline and revenue.

This role emphasizes cross-channel analysis, segmentation, and experimentation, with a hybrid work model and comprehensive benefits to support work-life balance.

Qualifications

• 5+ years in marketing analytics, demand generation, or performance marketing in B2B SaaS/HRTech/financial services
• Strong experience in full-funnel reporting and attribution modelling
• Hands-on with paid media platforms and dashboarding tools
• Experience designing and running A/B/multivariate tests
• Solid Salesforce skills including funnel analysis and dashboards

Responsibilities

• Own weekly and monthly performance reporting across all demand streams and campaigns
• Maintain and improve campaign attribution, tracking governance, and data quality
• Provide data-driven recommendations on where to invest, scale, or redirect spend
• Design and run experiments to optimize landing pages, ads, and emails
• Identify audiences and segments to sharpen targeting and strategy

Skills

Full-funnel analytics

Attribution modelling

Salesforce dashboards

UTM governance

Data-driven insights

Education

Bachelor's degree

Tools

Google Ads

LinkedIn Ads

Meta Ads

StackAdapt

Marketing Cloud

Job description

Doing business to business, person to person. Payworks is a leading workforce management solutions provider and multi-year winner of the Canada’s Best Managed Companies program. We are proudly Canadian and committed to developing world-class products and providing a progressive workplace culture where Doing Right by People is our purpose.

With clients of all sizes and more than 600 employees, we currently have an exciting opportunity on our Marketing team for the right candidate. Because when it comes to great people, there’s always room for one more.

Salary range - $72,000 - $85,000

DOING RIGHT BY PEOPLE – IT’S WHAT WE DO

Reporting to the Senior Manager, Growth Marketing, the Marketing Performance & Analytics Specialist is the performance intelligence centre of Payworks' demand generation engine. You own full-funnel analytics, campaign and channel attribution, and performance reporting across all demand streams, translating data into clear recommendations on where to invest, scale, or redirect budget with qualified pipeline and revenue as the primary business objectives.

This is more than campaign optimization. You look across channels, audiences, and the entire funnel to determine which investments are generating the greatest return, and you make the case for what we should do differently.

WHY YOU SHOULD CHOOSE PAYWORKS

• Comprehensive employer paid benefits, including a Health Spending Account, for you and your family and excellent pension plan with employer contributions.
• Plenty of professional development opportunities.
• Community-minded culture – Receive two paid days per year to volunteer and lots of opportunity to “Pay it Forward”.
• Time and flexibility to meet your needs – Hybrid work model with flexible work options, plus 3 weeks vacation to start, flex time and parental leave benefits.
• Cool perks – Annual Lifestyle Spending Account, fun office environment and events, and more!

TURNING INSIGHTS INTO IMPACT – IT’S WHAT YOU’LL DO

• Demand Funnel Analytics & Performance Reporting - Own weekly and monthly performance reporting across all demand streams (MQL, PQL, SIL, EQL), channels, and campaigns. Produce full-funnel conversion analysis from lead through to qualified pipeline and revenue, and evolve Salesforce dashboards and reporting to support Marketing leadership, executive, and Board-level presentations.
• Campaign & Channel Attribution - Own campaign, channel, and demand-source attribution across the full funnel. Maintain UTM governance, tracking pixel integrity, GCLID auto-tagging, and view-through attribution. Go beyond tracking mechanics to answer the strategic question: which investments, campaigns, channels, and audiences are driving qualified pipeline?
• Performance Recommendations & Budget Optimization - Monitor performance against targets and defined thresholds. Identify performance signals, explain what they mean, and deliver clear, data-backed recommendations on where to increase, reduce, or redirect spend. Prepare quarterly performance summaries and budget pacing analysis to support investment decisions.
• Testing & Experimentation - Design and run A/B and multivariate tests across landing pages, ads, and emails. Document hypotheses, results, and learnings, and translate insights into optimization actions. Testing is a tool that feeds your broader performance analysis, not the defining mandate.
• Segmentation & ICP Analysis - Use Clay/ICP-enriched data to identify which audiences convert best across channels and funnel stages. Surface insights that sharpen targeting decisions and inform campaign strategy.
• Emerging Channels & AI-Driven Discovery - Help assess shifts in B2B acquisition channels, including the growing role of AI-driven discovery and answer engine optimization (AEO). Evaluate their contribution to demand and pipeline, and recommend where we should test or redirect investment.

WHAT YOU’LL NEED TO SUCCEED

• 5+ years in marketing analytics, demand generation, or performance marketing, ideally in B2B SaaS, HR tech, or financial services, plus a related degree, diploma, or equivalent experience.
• Strong analytical capability with demonstrated experience in full-funnel reporting, conversion analysis, attribution modelling, and pipeline performance, not just channel-level metrics.
• Hands-on experience with paid media platforms (Google Ads, LinkedIn, Meta, programmatic platforms such as StackAdapt). You understand paid media well, are comfortable in the platforms, and can pitch in on execution when needed.
• Hands-on experience designing and running A/B and multivariate tests with a structured, hypothesis-driven approach.
• Strong Salesforce skills, including performance dashboards, funnel analysis, attribution modelling, and pipeline reporting; experience with Data 360 is an asset.
• Solid UTM governance and tracking validation knowledge.

• Familiarity with Marketing Cloud or similar platforms, working knowledge of Clay or similar data enrichment tools, and proficiency with Monday.com or similar project management tools.
• A clear communicator who can turn complex data into plain-language strategic recommendations that teams and leadership can act on quickly.
• Influence without authority. You drive improvements through the quality of your analysis and the clarity of your recommendations, even when others own execution, budget, and strategy.
• Detail-oriented and proactive. You catch broken tracking, flag performance issues, and surface missing attribution data before they compound.
• Broader demand generation experience is a strong asset. Depth in demand gen strategy, funnel operations, or marketing operations will strengthen your impact and provide experienced partnership to the Growth Marketing leadership team.
• Bilingual in French is considered an asset.

We are proud to support a Flexible Work Plan that recognizes the diverse needs and lifestyles of our people. The Marketing Performance & Analytics Specialist has the option to work fully from the Payworks office in Toronto or on a hybrid work model, working in the office at least three (3) days a week.

Payworks is committed to providing an inclusive, accessible environment, and collaborating with employees, clients and guests to identify and effectively remove barriers, in a manner that respects the principles of independence, dignity, integration, reasonable accommodation and equal opportunity. Payworks welcomes and encourages applications from all persons. Individuals applying for employment with Payworks may request accommodations at all stages of recruitment and employment from Human Resources.

Employees at Payworks’ come from different backgrounds, and we celebrate those differences. We are looking for the best candidate for this opportunity, but do not expect applicants to meet every qualification in order to be considered.

Payworks does not use artificial intelligence (AI) technologies in the screening, assessment, or selection of applicants at any stage of the hiring process.

This posting is for an existing vacancy within our team.