Senior Digital Marketing Analyst

Company :
Highmark Health Job Description :

JOB SUMMARY

The Senior Marketing Analytics Analyst plays a critical role in transforming customer, digital, and campaign data into insights that improve acquisition, retention, member experience, and marketing effectiveness. This role works across Marketing, Digital, Sales, and Enterprise Analytics to translate business questions into analytical approaches, build performance dashboards, evaluate campaign ROI, and uncover opportunities to improve engagement across the member and patient lifecycle.


This individual must bring strong statistical rigor, advanced marketing analytics skills, and deep understanding of healthcare customer journeys-including Medicare, Medicaid, Commercial, and provider engagement pathways. Experience with enterprise data platforms such as Salesforce Data Cloud, Adobe AEP/CJA, and Tableau is preferred.


ESSENTIAL RESPONSIBILITIES

• Develops, evolves, and then communicates various digital strategy, including but not limited to web, social, and/or mobile strategy. Defines engaging, retail-oriented solutions, best practices, and opportunities to meet business objectives and the broader customer experience.
• Works closely with customers, stakeholders, and technology partners to understand business goals, multi-channel marketing strategies, brand strategies, content strategies, product strategies, and technology solutions in order to create best-fit digital marketing programs and solutions, serving as a trusted advisor to internal customers.
• Keeps management informed of project activity, interdependencies, challenges and opportunities and educates stakeholders by socializing new, interdependent, or evolving digital capabilities and opportunities.
• Manages and distills research, analytics, competitive activities, and emerging trends to support digital strategy. Makes tactical decisions, and socializes opportunities with stakeholders. Monitors competitive landscape as well as other related verticals such as retail or financial, creating insights for future development; sets, meets, and re-evaluates key performance indicators for all projects and BAU digital capabilities
• Ensures consistent messaging within digital channel by working with content providers, content strategists, and cross-channel marketing and business partners to ensure consistency throughout customer experience.
• Other duties as assigned or requested.

QUALIFICATIONS:

Required

• High School Diploma or GED
• 5-10 years of relevant, progressive experience in the area of specialization

Preferred

• 5-10 years in marketing analytics, digital analytics, or customer analytics.

• Experience in healthcare , payer/provider environment, or other regulated industries (preferred).

• Proven track record analyzing complex customer and campaign datasets from CRM, CDP, web/app analytics, and marketing automation platforms.

• Experience with Adobe Web SDK or Tealium/Freshpaint event instrumentation.

• Background in behavioral science, marketing science, or healthcare consumer experience.

• Exposure to machine learning operations (MLOps) or automated model scoring.

• Familiarity with call center analytics, provider engagement data, or member experience metrics (CAHPS, HEDIS, STARS).

Technical Skills

• Advanced SQL (window functions, CTEs, analytical modeling).

• Tableau / Tableau Next (LOD expressions, parameters, data modeling, AI-driven insights).

• Experience with at least one major CDP/marketing cloud:

• Salesforce: MCI (Datorama), MCE (Engagement), Data Cloud

• Adobe: AEP (RTCDP), CJA

• Strong data wrangling skills (Dataiku, Python or R preferred).

Analytical Skills

• Strong foundation in statistics: regression, hypothesis testing, forecasting, experimental design.

• Hands-on experience with multichannel attribution and media performance evaluation.

• Ability to build and interpret predictive models and customer segmentation.

Domain Expertise

• Understanding of healthcare marketing (enrollment flows, provider networks, Medicare AEP/OEP).

• Familiarity with HIPAA, PHI, consent management, and data governance best practices.

SKILLS

• Proactive in learning and adapting to new marketing technologies, tools, and AI-powered marketing platforms.

• Exceptional communication and insight storytelling ability.

• Strong stakeholder engagement skills-comfortable presenting to marketing, product, and executive leadership.

• Highly organized and comfortable operating in a fast-paced, matrixed environment.

Language (Other than English):

None

Travel Requirement:

0% - 25%

PHYSICAL, MENTAL DEMANDS and WORKING CONDITIONS

Position Type

Office-based

Teaches / trains others regularly

Occasionally

Travel regularly from the office to various work sites or from site-to-site

Rarely

Works primarily out-of-the office selling products/services (sales employees)

Never

Physical work site required

Yes

Lifting: up to 10 pounds

Constantly

Lifting: 10 to 25 pounds

Occasionally

Lifting: 25 to 50 pounds

Rarely

Disclaimer: The job description has been designed to indicate the general nature and essential duties and responsibilities of work performed by employees within this job title. It may not contain a comprehensive inventory of all duties, responsibilities, and qualifications required of employees to do this job.

Compliance Requirement : This job adheres to the ethical and legal standards and behavioral expectations as set forth in the code of business conduct and company policies.

As a component of job responsibilities, employees may have access to covered information, cardholder data, or other confidential customer information that must be protected at all times. In connection with this, all employees must comply with both the Health Insurance Portability Accountability Act of 1996 (HIPAA) as described in the Notice of Privacy Practices and Privacy Policies and Procedures as well as all data security guidelines established within the Company's Handbook of Privacy Policies and Practices and Information Security Policy.


Furthermore, it is every employee's responsibility to comply with the company's Code of Business Conduct. This includes but is not limited to adherence to applicable federal and state laws, rules, and regulations as well as company policies and training requirements.


Pay Range Minimum:
$72,700.00

Pay Range Maximum:
$116,600.00

Base pay is determined by a variety of factors including a candidate's qualifications, experience, and expected contributions, as well as internal peer equity, market, and business considerations. The displayed salary range does not reflect any geographic differential Highmark may apply for certain locations based upon comparative markets.

Highmark Health and its affiliates prohibit discrimination against qualified individuals based on their status as protected veterans or individuals with disabilities and prohibit discrimination against all individuals based on any category protected by applicable federal, state, or local law.

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