Senior Digital Marketing Analyst

RiseMe; Lancaster (Lancaster County); Hybrid; USD 90,000 - 130,000; Full time

Job summary

Keystone Custom Homes is seeking a Senior Digital Marketing Analyst to own data, ads, and automation for growth. You will run paid media, build the attribution stack, and ship AI workflows that accelerate the marketing team.

This hybrid role is based in Lancaster, PA with remote eligibility for the right candidate and collaboration with Sales & Marketing leadership on high-leverage questions.

Qualifications

• 4+ years running paid digital campaigns at a senior level.
• Fluency with GA4 event models and setup.
• SQL-level comfort with marketing data.
• Strong attribution literacy and ability to explain tradeoffs.

Responsibilities

• Manage paid media across Meta, Google, SEO, and emerging channels.
• Be hands-on in Ads Manager and Google Ads weekly.
• Own campaign structure, bidding, audience design across 70+ communities in five states.
• Lead organic search strategy: technical SEO and keyword coverage across 74+ communities and 22 floorplans.
• Run weekly experiments; kill what doesn’t work and scale what does.
• Build and maintain GA4, HubSpot, Salesforce dashboards and data pipelines.
• Translate data into plain-English recommendations for sales leaders.
• Build AI-powered workflows for lead scoring, content generation, and reporting automation.
• Manage digital advertising budget and defend spend with data.

Skills

Paid advertising

GA4 fluency

SQL

Attribution

AI workflows

SEO knowledge

Clear communication

Education

Bachelor's degree in marketing/analytics/economics/computer science

Tools

Google Ads

Meta Ads

YouTube

BigQuery

Looker Studio

Supermetrics

Google Tag Manager

HubSpot

Salesforce

API integrations

Job description

About Keystone Custom Homes

Keystone Custom Homes is one of the fastest-growing semi-custom homebuilders on the East Coast, building across Pennsylvania, Maryland, Virginia, North Carolina, and South Carolina. We closed 458 homes in 2025 and are on our way to 600. Here's what makes us different: Keystone is 92% owned by the National Christian Foundation. Our profits don't go to shareholders — they fund HOPE International, a global microfinance nonprofit that lifts families out of poverty. Every home we sell builds a dream here and funds one somewhere else.

About the Role

We are hiring a Senior Digital Marketing Analyst to own the data, ads, and automation engine behind our growth. This is a senior individual contributor seat — not a creative role, not a coordinator role, not a manager-of-people role. You will run paid media, build the attribution stack, write the queries nobody else can write, and ship AI workflows that make the whole marketing team faster. If the phrase "cost-per-LCA by community by creative format" makes you lean forward — keep reading. If you have opinions about GA4 event models, Meta optimization objectives, UTM hygiene, Supermetrics query design, and which LLM you'd wire into a lead-routing workflow — we want to talk to you. You will work directly with Sales & Marketing leadership on the highest-leverage questions in the business: where to put the next dollar, which communities are under-supported, and how to build data infrastructure that makes Keystone's marketing function measurably smarter every quarter. Reporting line will be finalized with the hire.

This role is hybrid preferred with some days working in our Lancaster, PA office, but remote eligible for the right candidate.

What You'll Actually Do

• Paid Media — Meta, Google, SEO, and Emerging Channels
• Run and optimize paid media across Meta Ads, Google Ads, and emerging platforms. You are hands-on in Ads Manager and Google Ads every week.
• Own the strategy behind campaign structure, bidding, audience design, creative testing, and budget allocation across 70+ active communities in five states.
• Own organic search strategy — technical SEO, community page optimization, keyword coverage across our 74+ communities and 22 floorplans.
• Test aggressively. Ship experiments weekly. Kill what doesn't work, scale what does.

Attribution, Analytics, and Data Infrastructure

• Build and maintain the source-of-truth reporting stack across GA4, HubSpot, Salesforce, Supermetrics, and Meta/Google Ads.
• Untangle multi-touch attribution across a long, considered sales cycle (lead → appointment → sale → close can take months).
• Write the queries. Build the dashboards. Maintain the pipelines. You are the person who knows why a number changed.
• Translate data into plain-English recommendations for sales leaders who don't care about event parameters — they care about appointments and sales.

AI and Automation

• Build AI-powered workflows into the marketing stack — lead scoring, content generation, campaign analysis, competitive research, reporting automation.
• Be a force multiplier for the rest of the marketing team by shipping AI tools they can actually use.
• Stay on the front edge of what's possible with LLMs, MCP, and automation tooling. We are an AI-forward company and this role is one of the places that shows up most visibly.

Budget, ROI, and Strategic Decisions

• Manage the digital advertising budget. Make the case for where spend should go, defend it with data, and answer for the results.
• Partner with Sales leadership on community launches, inventory pushes, and market-specific campaigns across PA, MD, VA, NC, and SC.
• Surface the unsexy-but-important insights: which communities are underperforming, which channels are saturated, where the funnel is actually leaking.

What We're Looking For

A data-and-ads person who geeks out. Specifically:

• 4+ yearsrunning paid digital campaigns at a senior level — Google Ads, Meta Ads, and ideally one or more of: programmatic, YouTube, or paid social beyond Meta. You can pull up an account and diagnose what's wrong in 20 minutes.
• Deep GA4 fluency.Event models, conversion setup, custom dimensions, exploration reports, API. Google Tag Manager proficiency is assumed.
• SQL-level comfort with marketing data.Supermetrics, Looker Studio, BigQuery, or equivalent. You are not afraid of a messy dataset.
• Attribution literacy.You have strong opinions about last-click vs. data-driven vs. MTA vs. incrementality — and you can explain the tradeoffs to a non-technical executive in two sentences.
• Hands-on experience with AI toolsin a real marketing context — not just "I've used ChatGPT" but "I built a workflow that does X." Bonus for anything involving MCP, API integrations, or custom automations.
• SEO working knowledge —technical and on-page. You can audit a site, prioritize fixes, and argue with a web developer.
• Clear communicator.You can take a 30-tab spreadsheet and turn it into a three-bullet recommendation. You push back when the data says something inconvenient.
• Bachelor's degreein a relevant field — marketing, analytics, statistics, computer science, economics — or equivalent experience that obviously substitutes.

Nice to Have

• Experience in homebuilding, real estate, or another considered-purchase industry with a long sales cycle and multi-touch funnel.
• Google Ads and/or Meta Blueprint certification.
• Experience with HubSpot, Salesforce, or similar CRMs at the data-model level (not just the UI).
• Python, R, or similar for ad-hoc analysis.
• You've shipped a marketing tool or script that your team actually uses.
• You read one of: Benedict Evans, Stratechery, Marketing Brew, Do You Convert, a good analytics newsletter. You have taste.

Why This Role Is Different

• You will not be one of ten analysts at a big company fighting for scope. You will be the technical engine of a growing marketing function with real budget and real impact.
• You will work directly with senior leadership, including the EVP of Sales & Marketing, on decisions that move the company's growth trajectory.
• You will be supported — not fought — on AI adoption. Keystone has an active AI Task Force and treats AI fluency as a real strategic priority.
• Your work will fund HOPE International's global microfinance mission. That matters to us and it's not a marketing tagline.

Compensation & Benefits

Competitive compensation commensurate with experience (range $90,000-$130,000 annually)— senior-level for a senior-level seat. Benefits include medical, dental, and vision coverage, 401(k) with company match, paid time off, and professional development support including certifications and conferences.