Marketing Data Analyst

Job Description

Turn marketing data into meaningful action. 

Wellmark is seeking a hands-on Marketing Data Analyst to advance how we collect, connect, govern, and use marketing data. In this role, you’ll conduct data quality reviews, oversee governance processes, build sequential journey segmentations, and partner with stakeholders and peers to build and maintain reports and dashboards. You’ll help the team see end-to-end customer journeys, strengthen campaign and content measurement, identify data gaps that affect decision-making, and help translate data insights into actionable recommendations. 

To succeed, you’ll bring practical experience with marketing dashboards and analytics tools, such as Google Analytics or Adobe Customer Journey Analytics, and be comfortable doing the detailed work required to make data usable and trustworthy. You’ll collaborate with teams to develop measurement, learning, and testing plans; support shared KPI definitions and data governance; map fields and validate inputs as new data sources are integrated; build results PowerPoint decks; and deliver timely analysis that helps marketing and corporate communications teams interpret the data. This role is ideal for a proactive doer who can work independently, manage foundational analytics processes, and provide thoughtful partnership as the department’s measurement capabilities continue to evolve. 

Qualifications

Required: 

• Bachelor’s degree in marketing, business, data science, or related field or direct and applicable work experience. 
• 3+ years of marketing experience in performance marketing, media measurement, growth analytics, attribution models, trend analysis, forecast performance, sales funnels, on-site conversion metrics, customer journey analytics, etc. 
• Experience in marketing and analytics platforms such as: Google Analytics (GA), Google Tag Manager 360 (GTM), Google Looker Studio, Customer Journey Analytics, Adobe Target, Adobe Experience Platform and/or Power BI dashboards. 
• Solid understanding of marketing principles to effectively analyze data, identify insights, and drive strategic decision-making. 
• Demonstrated project management effectiveness: meeting deadlines, solving problems, and aligning project work to campaign strategy. 
• Proficiency with Microsoft Office tools, such as Excel, Word and PowerPoint. 
• Strong verbal and written communication skills with the ability to consult with stakeholders, present information to technical and non-technical stakeholders and teams, including key decision makers. 
• Strong organizational skills and the ability to manage multiple activities or projects. 
• Ability to cultivate peer, key stakeholder and vendor relationships in order to drive results. 

Preferred: 

• Ability to develop complex performance management and reporting processes using Excel or other analytics software. 
• Relevant certifications, e.g., Certified Marketing Analyst. 

Additional Information

a. Apply rigor and best practice standards to accurately and effectively measure online and offline marketing initiatives and campaigns and the performance of digital properties. 

b. Develop dashboards, data visualizations, and regular and ad hoc reports to track performance metrics and optimize marketing spend and activity. Identify data sources and work with others to create connections and visualizations that report campaign and channel performance and how they drive business outcomes. 

c. Work with peers to plan measurement and reporting and forecast marketing effectiveness. Identify data to be collected and sourced, and work with internal teams to gather and/or map to data needed. 

d. Tag and track Wellmark’s digital properties to accurately track personas, journeys, segments, and campaigns. 

e. Conduct comprehensive data quality assurance checks to ensure the accuracy and reliability of display, personalization, sales funnel tactics, click tracking, and overall tracking mechanisms. 

f. Work with strategy and campaign/channel owners to plan and execute experiment plans, including A/B testing and test-and-learn campaigns. Analyze test results and generate actionable insights to share with peers and stakeholders. 

g. Perform deep dive into data to interpret results, identify trends, behaviors, and patterns, and create recommendations to optimize marketing spend and activity. 

h. Synthesize analysis and results into compelling data stories to inform and influence key stakeholders, including team members, Marketing leadership, agency partners, and supporting departments. 

i. Be a key contributor to improving marketing and digital analytics maturity and demonstrating marketing’s impact and influence in driving business results. 

j. Own Marketing’s processes, artifacts and routines for data collection, QA measurement and reporting. 

k. Champion a data-driven culture on the team, serving as analytics thought leader and mentor. 

l. Work with company analytics teams on data projects (e.g., list builds, business cases, opportunity sizing, etc.) and vendors that provide analytics, research or reporting. 

m. Prioritize work, understanding what highest priority is and ensure all deadlines are met. 

n. Other duties as assigned. 

An Equal Opportunity Employer

The policy of Wellmark Blue Cross Blue Shield is to recruit, hire, train and promote individuals in all job classifications without regard to race, color, religion, sex, national origin, age, veteran status, disability, sexual orientation, gender identity or any other characteristic protected by law.

Applicants requiring a reasonable accommodation due to a disability at any stage of the employment application process should contact us at careers@wellmark.com

Please inform us if you meet the definition of a "Covered DoD official".

At this time, Wellmark is not considering applicants for this position that require any type of immigration sponsorship (additional work authorization or permanent work authorization) now or in the future to work in the United States. This includes, but IS NOT LIMITED TO: F1-OPT, F1-CPT, H-1B, TN, L-1, J-1, etc. For additional information around work authorization needs please refer to the following resources:Nonimmigrant Workers and Green Card for Employment-Based Immigrants 

Wellmark supports and expects the responsible use of AI for our workforce! We welcome the responsible use of these tools by job seekers as well and are interested in learning from you; you will have an opportunity in the application process to share which tools you used and how you applied them. 

Company Description

Why Wellmark: We are a mutual insurance company owned by our policy holders across Iowa and South Dakota, and we’ve built our reputation on over 80 years’ worth of trust. We are not motivated by profits. We are motivated by the well-being of our friends, family, and neighbors–our members. If you’re passionate about joining an organization working hard to put its members first, to provide best-in-class service, and one that is committed to sustainability and innovation, consider applying today! 

Learn more about our unique benefit offerings here.