Senior Analyst, Insights & Marketing Database

Role Description

We are seeking a Senior Analyst, Insights & Marketing Database to help build, manage, and scale the data foundation and insight-generation capabilities that power marketing decision-making. This role owns the health, structure, and intelligence of our marketing and customer data, and turns that data into clear, actionable insight that improves acquisition, engagement, conversion, retention, and expansion.

This role spans both the operational side of marketing data, including CRM and marketing-automation database quality, segmentation, and audience management, and the analytical side, including marketing data warehouse, BI, and pipeline analytics. The person in this role will ensure marketing runs on trustworthy, well-governed data and will translate that data into insights leaders can act on.

This person will also help advance the AI transformation of the marketing group by identifying and operationalizing AI-enabled use cases that improve data quality, segmentation, audience modeling, insight generation, and reporting.

The ideal candidate combines strong data fluency, marketing acumen, analytical rigor, and hands-on execution skills. They bring a builder-and-operator mindset, technical depth in data and analytics tooling, and curiosity about how AI can make marketing data smarter, cleaner, and more actionable. They are not only an analyst; they are a partner who helps the marketing organization make faster, better-informed decisions.

Responsibilities

• Marketing Database Management and Data Quality
  • Own the health, structure, and governance of marketing and customer data across CRM and marketing-automation platforms, including data acquisition, hygiene, deduplication, enrichment, and integrity.
  • Maintain and optimize segmentation logic, key fields, personas, and lead-scoring inputs that power targeting across campaigns and journeys.
  • Partner with Marketing Operations and Revenue Operations to enhance lead management, routing, and audience distribution to sales.
  • Establish and monitor data-readiness metrics, and quantify the downstream impact of data quality on marketing performance.
  • Build repeatable processes, documentation standards, and governance practices for marketing data management.
• Insights and Analytics
  • Analyze end-to-end marketing performance across the funnel, from audience and campaign data through pipeline and revenue, to surface trends, diagnose issues, and deliver strategic recommendations.
  • Design and maintain dashboards, reports, and self-service reporting frameworks that give stakeholders clear visibility into KPIs and marketing effectiveness.
  • Translate business questions into structured analyses, customer segmentations, profiles, and audience sizing that guide strategy.
  • Partner with the broader marketing data warehouse and BI environment to consolidate data from CRM, marketing automation, web analytics, product usage, pipeline, and revenue sources.
  • Deliver clear data stories and present insights and recommendations to non-technical audiences and senior stakeholders.
• AI-Enabled Data and Insights
  • Identify and operationalize AI use cases that improve data quality, segmentation, audience modeling, propensity and predictive analytics, automated insight generation, and reporting.
  • Partner with Analytics, Data Science, and Marketing Operations to activate AI-enabled data capabilities such as predictive audiences and next-best-action inputs.
  • Support responsible use of AI for marketing data, including human review, privacy, compliance, and quality validation.
• Cross-Functional Partnership
  • Serve as a hands-on data and insights partner for teams across Demand Generation, Lifecycle Marketing, Customer Marketing, Product Marketing, Web, Paid Media, Marketing Operations, and Revenue Operations.
  • Partner with Analytics, IT, Data Science, Legal, and Privacy teams to ensure data is accurate, measurable, compliant, and scalable.
  • Educate marketing teams on data best practices, segmentation, and the interpretation and application of insights.
  • Help create a culture of data-driven, test-and-learn decision-making across the marketing organization.

Qualifications

• 5+ years of experience in marketing analytics, database marketing, marketing operations, business intelligence, revenue operations, or related roles.
• Strong hands-on experience managing marketing and customer databases within CRM and marketing-automation platforms, including segmentation, data quality, and audience management.
• Strong analytical skills and comfort working with data to assess performance, diagnose issues, and make recommendations.
• Proficiency writing and optimizing SQL to extract, organize, and analyze data from multiple sources.
• Experience building dashboards and reports using tools such as Tableau, Power BI, Looker, or similar.
• Experience working with marketing data across CRM, marketing automation, web analytics, product usage, pipeline, and revenue data sources.
• Ability to translate business questions into structured analyses, segmentations, and actionable insights.
• Strong communication skills, with the ability to convey complex data concepts clearly to non-technical and senior stakeholders.

Preferred Qualifications

• Experience in B2B SaaS, technology, fintech, compliance, data, or enterprise software.
• Experience supporting both digital-led and sales-assisted go-to-market motions.
• Familiarity with Python or R, and with data warehouse and modeling concepts (e.g., Snowflake, dbt).
• Experience using AI, predictive analytics, or automated insights to improve data quality or marketing performance.
• Experience with lead scoring, propensity modeling, householding, and audience-sizing methodologies.
• Experience creating data governance models, documentation standards, or training materials.

Pay Range Details

• Colorado: $111,300 - $178,100 [annually]
• Washington: $111,300 - $196,700 [annually]
• California: $111,300 - $215,400 [annually]
• NYC: $122,900 - $215,400 [annually]

Benefits

• Total Rewards: In addition to a great compensation package, paid time off, and paid parental leave, many Avalara employees are eligible for bonuses.
• Health & Wellness: Benefits vary by location but generally include private medical, life, and disability insurance.
• Inclusive culture and diversity: Avalara strongly supports diversity, equity, and inclusion, and is committed to integrating them into our business practices and our organizational culture.