CRM & Marketing Analytics Specialist

Colson Group USA; Saint Joseph (MI); Hybrid; USD 65,000 - 75,000; Full time

Benefits offered by this job

401(k)

Dental insurance

Health insurance

Paid time off

Vision insurance

Job summary

Colson Group is seeking a CRM & Marketing Analytics Specialist to own Salesforce and the marketing measurement system, ensuring accurate lead capture, routing, and CRM data quality. You will support monthly marketing performance reviews with reporting and governance across campaigns, channels, and distributors.

You will collaborate with Marketing, Sales, and IT to maintain definitions, workflows, and data standards, while enabling future nurture programs and analytics across GA4, Qlik, and cloud

Qualifications

• Bachelor's degree in marketing, business, analytics, or related field or equivalent experience.
• 1–3 years in CRM, marketing ops, sales ops, marketing analytics or similar data-driven role.
• Hands-on experience with Salesforce including reports, list views, data imports, and cleanup.

Responsibilities

• Ensure leads from all sources are delivered to Salesforce, including website forms and chat, phone requests, events, and sign-ups.
• Own lead-source tracking requirements, including campaign codes, UTM parameters, and source labels.
• Test lead-capture workflows monthly and after website changes; monitor integrations and data-enrichment tools.
• Maintain consistent lead-source labeling across websites and channels.
• Coordinate with Marketing and Sales on lead definitions and routing.
• Maintain routing rules and track follow-up/outcome after routing.
• Track distributor leads and report closure by distributor and region.
• Report lead quality, response time, and disposition; share learnings with Marketing and Sales.
• Maintain accurate Salesforce records for customers, distributors, leads, and lifecycle stages.
• Partner with IT/Salesforce support on field, workflow, and integration changes.
• Define and monitor data-quality checks and fix issues at the source.
• Support Global Marketing scorecard in Qlik, connecting GA4, Cloudflare, and Salesforce data.
• Prepare monthly scorecard for leadership and verify data.
• Track leads through opportunities and won business; report lead-to-opportunity conversion.
• Label evidence clearly as verified results, correlation, and hypotheses.
• Maintain lifecycle stages from first contact through lead to opportunity.
• Build and run segmented email/nurture programs as email system integration comes online in H1 2027.
• Test and improve nurture content and timing using measured results.
• Document lead definitions, routing rules, data standards, and scorecard logic to reduce dependency on individuals.
• Identify manual processes to automate and propose improvements.

Skills

Excel skills

Detail-oriented

Written communication

Salesforce administration exposure

Education

Bachelor's degree or equivalent experience

Tools

Salesforce

Qlik

Power BI

Tableau

Google Tag Manager

ZoomInfo

Job description

The CRM & Marketing Analytics Specialist at Colson Group USA is responsible for Salesforce ownership and the marketing measurement system that converts marketing demand into sales opportunities. The role focuses on accurate lead capture and routing, ongoing CRM data quality, and reporting that supports monthly marketing performance review.

Location and Employment Details

• Location: Saint Joseph, MI (hybrid)
• Salary: USD 65,000 to 75,000 per year
• Minimum experience: 1 year

Core Responsibilities

• Ensure leads from all sources are delivered to Salesforce, including website forms and chat, phone requests logged by customer service, trade shows and events, and CAD and account sign-ups.
• Own lead-source tracking requirements, including the fields, campaign codes (such as UTM parameters and ad-click IDs), and source labels so each lead can be traced back to its campaign or channel.
• Test lead-capture workflows on a regular schedule, at least monthly and after any website change, and monitor integrations and data-enrichment tools such as ZoomInfo to catch failures within days.
• Maintain consistent lead-source and lead-type labeling across websites and channels.
• Coordinate with customer service to apply lead definitions agreed between Marketing and Sales, supporting consistent lead qualification.
• Maintain routing rules with customer service and Sales, including tracking follow-up and outcome after leads are routed.
• Track distributor lead closure, including leads flagged to require closure, and report closure by distributor and region.
• Report lead quality, response time, and disposition, and share learnings back with Marketing and Sales.
• Maintain accurate Salesforce records for customers, distributors, and leads, including required fields, duplicates, ownership, and lifecycle stage.
• Partner with IT / Salesforce support on field, workflow, and integration changes.
• Define and monitor data-quality checks and fix issues at the source.
• Support version 1 of the Global Marketing scorecard in Qlik, connecting GA4, Cloudflare, and Salesforce data, then own it.
• Prepare the monthly scorecard for leadership, verify data, and flag anomalies.
• Track leads through opportunities and won business so Marketing can report lead-to-opportunity conversion and lead value.
• Label evidence clearly, distinguishing verified results, correlation, and hypotheses appropriately.
• Maintain lifecycle stages from first contact through lead, qualified lead, and opportunity.
• Build and run segmented email and nurture programs as the email-system integration comes online in the first half of 2027.
• Test and improve nurture content and timing using measured results.
• Document lead definitions, routing rules, tracking requirements, data standards, and scorecard logic to reduce dependency on any one person.
• Identify manual processes that can be automated and propose improvements.

Required Qualifications

• Education: Bachelor's degree in marketing, business, analytics, or a related field, or equivalent experience.
• Experience: 1 to 3 years, including internships, in CRM, marketing operations, sales operations, marketing analytics, or a similar data-driven role.
• Hands‑on experience with a CRM system, preferably Salesforce, including reports, list views, data imports, and record cleanup.
• Excel skills: strong Excel capability and comfort working with data.
• Detail‑oriented and process‑minded with clear written communication, including the confidence to hold Marketing and Sales to agreed definitions.
• Salesforce administration: exposure or Trailhead certifications.
• Experience setting up or testing web‑form tracking, such as UTM parameters or Google Tag Manager.
• Experience with dashboards or BI tools (Qlik, Power BI, or Tableau) and Google Analytics 4.
• Experience with marketing automation and enrichment tools, such as Salesforce Marketing Cloud Account Engagement, HubSpot, Marketo, and ZoomInfo.
• Background in B2B, industrial, or distribution businesses.

Technologies

• Salesforce
• Qlik
• GA4
• Cloudflare
• ZoomInfo
• UTM parameters
• Ad-click IDs
• Google Tag Manager
• Power BI
• Tableau
• Salesforce Marketing Cloud Account Engagement
• HubSpot
• Marketo

Benefits

• 401(k)
• Dental insurance
• Health insurance
• Paid time off
• Vision insurance

Safety‑Sensitive Position Notice

This position is safety-sensitive. The role requires operating or working around heavy equipment, and performing duties while under the influence of drugs (including marijuana) or alcohol could result in errors in judgment, inattentiveness, or diminished coordination. These risks could contribute to mistakes that endanger the health and safety of you and others.