Senior Marketing Analytics Manager

The Senior Marketing Analytics Manager at Recorded Future is responsible for optimizing marketing strategies, developing and maintaining dashboards to track KPIs, analyzing customer acquisition metrics, and collaborating with various teams to measure and improve marketing effectiveness. They also implement attribution models and conduct predictive modeling to influence data-driven marketing decisions.

To qualify for the Senior Marketing Analytics Manager role at Recorded Future, candidates should have at least 5 years of experience in marketing analytics within a B2B SaaS environment. They must demonstrate expertise in marketing attribution models, proficiency in CRM platforms like Salesforce, and experience with marketing automation tools such as Marketo or HubSpot.

Recorded Future leverages data through comprehensive analytics to optimize campaigns, track performance, and forecast future marketing outcomes. The Senior Marketing Analytics Manager develops models that predict pipeline contributions, ensuring marketing efforts are aligned with overall business objectives, thus maximizing ROI across all channels.

The Senior Marketing Analytics Manager at Recorded Future utilizes several key tools including data visualization platforms like Domo or Looker, marketing automation systems such as Marketo and HubSpot, and CRM tools like Salesforce. A strong proficiency in Excel/Google Sheets for data manipulation and forecasting is also essential.

At Recorded Future, the working environment is dynamic and collaborative, supporting high standards, inclusion, and ethical practices. As part of a diverse team, the Senior Marketing Analytics Manager has opportunities to influence significant business outcomes in a rapidly growing company within the cybersecurity sector.

In formulating a marketing analytics strategy, focus on identifying key business objectives first. Then, determine the KPIs that align with those objectives. Utilize available data to inform your analytics approach, ensuring the relevance of your tools and methodologies. Finally, create a feedback loop with regular reviews to adjust strategies based on performance insights.

Attribution modeling is essential to understand marketing effectiveness. I have implemented various types of models including first-touch, last-touch, and multi-touch attribution to accurately track marketing influences on revenue. Each model provides unique insights, and I focus on adapting the attribution approach to fit campaign goals to optimize overall marketing spend.

Ensuring data integrity involves establishing rigorous data governance protocols, frequent validation checks, and employing advanced data hygiene practices. Regular audits of the data feeds from automation platforms such as Marketo and sales tools like Salesforce are crucial to maintain consistent data quality across all systems.

I have extensive experience with marketing performance reporting using tools like Tableau, Google Analytics, Domo, and native reporting features within Marketo and HubSpot. Each tool serves unique purposes, from visualizing data trends to deeply analyzing user behavior and campaign effectiveness.

In predictive modeling, I have successfully developed models that forecast potential pipeline contributions based on historical campaign performance and engagement metrics. This enables the marketing team to focus on segments with higher conversion potential, optimizing both our resources and lead nurturing strategies.

I prioritize storytelling when presenting complex data insights. By employing visual aids such as charts and dashboards, I distill the information down to relatable terms. I aim to connect insights back to business objectives, ensuring that stakeholders understand the relevance and application of the data presented.

To optimize marketing spend allocation, I analyze performance metrics across channels and determine the ROI of each campaign. Utilizing attribution data, I adjust budgets to favor high-performing channels while consistently testing and iterating on less effective initiatives. Regular reviews allow agility in spending decisions.

One notable example was streamlining the lead scoring process using automated criteria tied to customer behavior. This adjustment resulted in more aligned sales and marketing efforts, enhancing the qualification of leads entering the sales funnel and ultimately improving conversion rates.

I analyze historical data trends to identify seasonal spikes and dips in engagement, which allows me to anticipate demand surges. By forecasting these trends, I can adjust marketing plans proactively, ensuring we have the right resources and campaigns in place to meet customer needs.

I have worked extensively with marketing automation tools like Marketo and HubSpot to design and execute integrated campaigns. My knowledge in setting up workflows, lead nurturing tracks, and reporting functionalities within these platforms helps drive efficiency and outcomes in our marketing efforts.