Senior Marketing Analyst

GreenShield; Toronto; On-site; CAD 90,000 - 130,000; Full time

Benefits offered by this job

Job summary

GreenShield is seeking a data-driven Senior Marketing Analyst to lead performance measurement, campaign optimization, and data storytelling across our digital marketing initiatives. You will turn complex data into actionable insights, enabling smarter decision-making and maximizing ROI across all channels.

Reporting to the VP, Marketing, the Senior Marketing Analyst is a newly created role with evolving responsibilities.

Qualifications

• Bachelor’s degree in Marketing, Business Administration, Data Science or related field (MBA a plus).
• 6–10 years of experience in marketing analytics and performance marketing.
• Advanced proficiency with analytics tools (GA4, Tableau, Looker, Excel, SQL, Adobe Analytics, Marketo).
• Experience with paid media, CRM, research, and market data to connect performance with consumer behavior.
• Familiarity with attribution modeling, UTM strategy, and customer journey analysis.
• Strong understanding of marketing funnels, conversion metrics, and channel KPIs.
• Excellent communication and data storytelling skills.

Responsibilities

• Lead performance measurement across channels to identify trends and opportunities.
• Develop dashboards and reports of priority KPIs across the marketing ecosystem.
• Collaborate with Insights, Product, Marketing to integrate data into actionable insights.
• Define measurement plans, benchmarks, and attribution models for campaigns.
• Establish tracking requirements with Product, agencies, and across Marketing.
• Ensure data integrity and consistency across sources (CRM, platforms, market data).
• Transform data into clear visuals and compelling narratives for non-technical audiences.

Skills

GA4

Tableau

Looker

SQL

Excel

Adobe Analytics

Marketo

Education

Bachelor’s degree in Marketing

MBA a plus

Tools

Tableau

Looker

SQL

Excel

GA4

Adobe Analytics

Marketo

Job description

When it comes to health, we’re always looking for ways to push for better. It’s why we were founded in the first place. In 1957, our founder, pharmacist William Wilkinson, witnessed a mother sacrifice her health by forgoing her own medicine to pay for her sick daughter’s prescription. He knew there had to be a better way. So, he introduced North America’s first prepaid drug plan, and GreenShield was born as a not-for-profit with a mission to support better health for all Canadians.

We aren’t just a health and benefits company. We’re the only not-for-profit social enterprise that brings worlds of coverage and care together, all in one place.

We’re noble challengers, purposefully building a better way and we need the best people to help us create a more holistic approach that takes care of the mind and body.

Our mission is to create better health for all Canadians, and we know that starts with our employees.

THE ROLE IN A NUTSHELL

We are seeking a data-driven Senior Marketing Analyst to lead performance measurement, campaign optimization, and data storytelling across our digital marketing initiatives. You will turn complex data into actionable insights, enabling smarter decision-making and maximizing ROI across all channels.

Reporting to the VP, Marketing, the Senior Marketing Analyst is a newly created role and with that the responsibilities will continue to evolve and develop. Here’s what you’ll be diving into:

Marketing Performance & Insights

• Analyze marketing performance across all channels — including digital, partner, and offline — to identify trends, opportunities, and areas for optimization
• Develop dashboards and reports that highlight priority KPIs across the full marketing ecosystem
• Partner closely with the Insights and Product teams to integrate consumer behaviours, attitudes, and market signals into performance assessments, ensuring recommendations are grounded in both data and consumer perspective
• Monitor full-funnel marketing metrics and identify gaps, friction points, or opportunities to improve channel effectiveness and customer experience

Data Strategy & Measurement

• Define measurement plans, benchmarks, and attribution models to assess campaign effectiveness
• Establish tracking requirements in collaboration with Product, agencies and across Marketing
• Collaborate with Insights, Product, Media, and internal Data teams to design robust attribution and reporting frameworks that reflect the realities of a multichannel environment.
• Ensure data integrity and consistency across all sources (platforms, research inputs, CRM, market data, and internal systems).
• Analyze customer behavior and segments to inform campaign targeting and personalization
• Collaborate with media agency to refine segmentation strategies and customer journeys
• Act as the key connector between Marketing leads and internal Data team

Data Visualization & Storytelling

• Transform complex datasets into clear, compelling visual narratives that drive understanding and action.
• Identify key insights, trends and opportunities within large, multichannel marketing datasets — not just reporting the numbers, but uncovering the story behind them.
• Build intuitive dashboards, visualizations and presentations that make insights accessible to non-technical audiences.
• Craft audience-centric data stories that influence decision making across Marketing, Product, Media, and Executive teams.
• Present findings in a structured, compelling narrative that connects marketing performance to business outcomes and strategic recommendations.
• Partner closely with Insights, Digital, and internal data teams to ensure data accuracy, contextual relevance and a cohesive storytelling approach.

WHO WE'RE LOOKING FOR

• Bachelor’s degree in Marketing, Business Administration, Data Science or a related field (MBA a plus)
• 6-10 years of experience in marketing analytics and performance marketing
• Advanced proficiency with analytics tools (e.g., Google Analytics 4, Tableau, Looker, Excel, SQL, Adobe Analytics, Marketo Analytics etc)
• Experience working with paid media, CRM, research, and market data to connect performance outcomes with consumer behaviours, attitudes, and motivations
• Familiarity with attribution modeling, UTM strategy, and customer journey analysis
• Strong understanding of marketing funnels, conversion metrics, and channel-specific KPIs
• Excellent communication and data storytelling skills

THE CULTURE

We believe a career should be meaningful. Not just a means to earn a living. Our culture is one where everyone's voice is heard and valued. Because that’s what it takes to create better health for all. We dare to challenge the status quo. And we’re driven by people who have challenged theirs. We believe that your workplace should empower you to be the best version of yourself. That’s why we provide a place where you can be inspired, challenged, and rewarded.

Where your growth means our growth.

Where your voice is heard and valued.

Where your work has purpose. And purpose matters.

We believe our people are critical to our overall success. Inclusivity makes us a stronger, smarter and more informed organization. Being intentionally inclusive of diverse backgrounds, perspectives and experiences will enhance our company culture to positively impact how we support our communities. A career at GreenShield isn’t just about personal achievements, it's about making a difference together.

Here’s to Better Health for All!

Proficiency in English is required for this position. As part of this role, you will be required to communicate with colleagues or customers who use English as their primary language. By requiring English proficiency for this position, we aim to ensure that our employees can excel in their roles, collaborate, and communicate effectively, and contribute to the success of our organization.

GS supports diversity, equity and inclusion in our teams and communities, and we value the unique contributions made by all. Even if your experience doesn’t align perfectly to every requirement, we invite you to apply. We encourage applications from all candidates and will accommodate needs under human rights legislation throughout all stages of the recruitment and selection process. Please let us know of any accommodation through [e-mail]. Information received relating to accommodation will be addressed confidentially.

Providing this information gives GS consent to use your personal information to assess your suitability for specific positions, future opportunities or for your personnel file. Your résumé will be held in strict confidence and will be viewed only by the Organization. Information may be stored outside of Canada and could be used for aggregate statistical purposes (which uses no personal identification).

AI Usage - GreenShield leverages AI to help produce Job Descriptions, and ideate on interview questions. We also leverage AI for interview transcription support.