Marketing Data Analyst

TalkingParents; Fort Walton Beach (FL); On-site; USD 65,000 - 90,000; Full time

Job summary

TalkingParents in Fort Walton Beach, FL, is seeking a Marketing Data Analyst to own measurement and reporting across the full customer funnel. You will build dashboards, design event tracking schemas, manage data in our CDP, and work with data warehouses to power strategic decisions.

The role reports to the Director of Marketing and requires strong SQL, GA4, GTM, and data visualization skills to influence channel mix, attribution, and revenue growth.

Qualifications

• 2–4 years in marketing analytics or data analysis with measurement responsibility.
• Proven experience writing SQL against data warehouses to analyze data from multiple sources.
• Track record building full-funnel dashboards tied to revenue outcomes.
• Hands-on GTM implementation experience (custom events, data layer, tag/trigger architecture).
• Experience with at least one CDP or marketing automation platform; automate scenarios and manage data/segments.
• Experience with Google Ads, Meta Ads, SEO, content, email and retargeting.
• Experience with multi-touch attribution modeling.

Responsibilities

• Build, maintain, and iterate on dashboards for the marketing department and leadership.
• Develop full-funnel reporting with KPIs at each stage (impressions, CPM, CAC, LTV, ARPU, MRR, ARR, churn).
• Analyze conversion paths across paid media, organic, content/SEO, email, retargeting, and direct referral channels; implement multi-touch attribution beyond GA4 last-click.
• Identify instrumentation gaps and prioritize fixes by business impact.
• Track cross-platform (web/app) conversion symmetry and flag discrepancies.

Skills

SQL

Python

R

GA4

Google Tag Manager

Google Search Console

Looker Studio

Data warehouses

Dashboards

Marketing funnel

UTM tracking

Multi-touch attribution

Communication of insights

Independent work

Tools

GA4

Google Tag Manager

Google Search Console

Looker Studio

Job description

Positions are full-time and onsite (in-person) at our office in beautiful Fort Walton Beach, Florida.

What will you do?

This is a Marketing Data Analyst role within the Marketing Department, reporting directly to the Director of Marketing. You will own the measurement and reporting of marketing performance across the full customer funnel, from first touch through subscription and revenue. You'll build and maintain dashboards, design event tracking schemas, manage customer data and automation scenarios within our CDP, and work within data warehouses to extract and transform the data that powers our decision-making. Your analysis will flow directly to the Director of Marketing to inform strategy, resource allocation, and tactical adjustments across every marketing channel.

How You'll Make An Impact

We are seeking a detail-oriented, technically skilled analyst who can turn fragmented data into a clear, unified picture of what's driving growth and what isn't. You'll bring structure to our marketing measurement, close instrumentation gaps, and give leadership the confidence to make faster, smarter decisions. Your work will directly shape how we invest across channels, optimize our funnel, and scale a product that helps families navigate some of the hardest moments of their lives. If you thrive at the intersection of marketing strategy and data engineering, and you want your analysis to actually change how a team operates, this role was built for you.

Key Responsibilities

Reporting & Dashboards

• Build, maintain, and iterate on dashboards (Looker Studio preferred) for the marketing department and leadership.
• Develop full-funnel reporting that distinguishes between upper, mid, and lower-funnel performance, with appropriate KPIs at each stage (impressions, CPM, CAC, LTV, ARPU, MRR, ARR, churn, etc.).
• Analyze conversion paths across paid media, organic, content/SEO, email, retargeting, and direct referral channels; implement multi-touch attribution beyond GA4 last-click.
• Identify instrumentation gaps that block KPI reporting and prioritize fixes by business impact.
• Track cross-platform (web/app) conversion symmetry and flag discrepancies.

Data Infrastructure & Instrumentation

• Work within data warehouses to extract, transform, and query data.
• Own event schema design and implementation for tracking key conversion milestones across website and apps.
• Manage UTM strategy/taxonomy and configure Google Tag Manager containers to ensure accurate attribution and event firing.
• Monitor data integrity across GA4, Firebase, Google Search Console, Semrush, and platform-native tools.

CDP & Marketing Automation

• Create and manage scenarios including trigger configuration (on-event, API-based, date-attribute), branching logic, and A/B testing.
• Build and maintain customer segments using behavioral data, event attributes, and aggregates.
• Manage customer data: profiles, identifiers, attributes, and events.
• Set up and manage data imports/exports between the CDP and external data warehouses.

Collaboration

• Report directly to the Director of Marketing; surface findings, flag what's working and what's not, and provide data-backed recommendations to inform strategic decisions.
• Translate business questions into analytical frameworks and proactively identify information gaps before they become blockers.
• Maintain a working understanding of all marketing disciplines (social media, public relations, SEO, content strategy, digital advertising, email/lifecycle, and website) so that data analysis and recommendations account for how each channel operates, what it's optimized for, and how it contributes to full-funnel performance.

Skills Required

• SQL required; Python or R strongly preferred.
• Hands-on data warehouse experience (writing queries, building views, managing pipelines).
• Advanced-level proficiency in GA4, Google Tag Manager, and Google Search Console.
• Dashboard development including calculated fields, blended data sources, and dynamic filtering.
• Understanding of marketing funnel mechanics and how to analyze KPIs at each stage.
• Working knowledge of UTM parameters, naming conventions, and campaign tracking taxonomy.
• Strong understanding of digital marketing tactics: content, SEO/GEO/AEO, paid search, paid social, display/retargeting, email, and website.
• Ability to translate complex data into concise reporting for varied audiences.
• Solution-focused with a knack for identifying information gaps.
• Effective working independently and as part of a team to meet deadlines.

Training & Experience

• 2-4 years in marketing analytics or data analysis with direct responsibility for measurement and reporting.
• Proven experience writing SQL against data warehouses to analyze data from multiple sources.
• Track record building full-funnel dashboards and reporting frameworks tied to revenue outcomes.
• Hands-on GTM implementation experience (custom events, data layer, tag/trigger architecture).
• Experience with at least one CDP or marketing automation platform; must demonstrate ability to create automated scenarios, configure event-based triggers, and manage customer data/segments.
• Substantial experience with digital marketing tactics: Google Ads, Meta Ads, SEO, content, email/lifecycle, retargeting, and consumer journey mapping.
• Experience with multi-touch attribution modeling.

Bonus Skills

• B2C SaaS or subscription-based product experience
• Firebase Analytics for mobile app tracking
• Google Digital Marketing & Analytics certifications
• Microsoft Data Analytics certifications
• Semrush or similar SEO analytics platforms
• Predictive analytics, cohort modeling, or ML applications in marketing
• JavaScript SDK implementation for web tracking
• API integrations for data pipeline automation
• Understanding of SaaS/subscription metrics: CAC, LTV, LTV:CAC, CAC payback, ARPU, MRR, ARR, churn.

Candidates must be legally authorized to work in the United States and must not now or in the future require visa sponsorship to continue employment.

NOTE TO APPLICANTS: Salary or wages listed on Indeed.com or TheLadders.com are not based on actual data for this job listing. The salary ranges that any third party provides with the listing on their websites are based on their own salary calculators and are not accurate for the Northwest Florida area.

Candidate(s) who are offered a position will be required to successfully pass a pre-employment background check and drug screening.

Applicants must be currently authorized to work in the US and not require sponsorship now or in the future.

TalkingParents is an Equal Opportunity Employer

No outsourcing or recruiting firms, please