Senior Marketing Analyst

Senior Marketing AnalystTurn Data Into Strategy at UVA Health UVA Health is seeking a Senior Marketing Analyst to join the Office of Strategic Marketing and Communications and help shape a more data-driven approach to marketing across the Health System. This role will transform complex marketing, digital, customer, and web data into meaningful insights that inform strategy, improve performance, and support smarter investment decisions. As a strategic analytics partner, the Senior Marketing Analyst will work across marketing channels-including search, social media, display advertising, email, content, and web-to understand how audiences engage with UVA Health and what drives meaningful action. This position will play a key role in developing measurement strategies, advancing attribution and predictive analytics, identifying opportunities for optimization, and translating findings into clear recommendations for colleagues and senior leadership. The ideal candidate combines strong technical and analytical capabilities with business acumen, curiosity, attention to detail, and the ability to communicate complex findings in a clear and actionable way.Marketing Analytics & MeasurementLead reporting and analytics efforts across marketing initiatives and channels supporting acquisition, engagement, awareness, and growth strategies.Establish comprehensive measurement strategies, including learning agendas, KPIs, benchmarks, reporting methodologies, and data sources.Develop measurement frameworks that connect marketing activity to meaningful business and customer outcomes.Analyze customer, campaign, web, and behavioral data across complex and disparate data sources.Conduct advanced analyses, including channel attribution, predictive modeling, ROI analysis, and performance forecasting.Develop analytics strategies that map customer journeys from initial engagement through conversion and downstream outcomes.Insights & OptimizationIdentify trends, opportunities, and performance gaps and translate findings into actionable recommendations.Develop and implement testing and optimization strategies to improve marketing effectiveness.Evaluate campaign performance and identify opportunities to improve audience engagement, conversion, and return on investment.Monitor emerging digital marketing, analytics, measurement, and attribution trends and recommend opportunities for innovation.Lead annual benchmarking efforts and identify industry best practices to inform continuous improvement.Data Visualization & ReportingCreate intuitive dashboards, data visualizations, executive reports, and campaign performance analyses.Integrate data from multiple marketing and digital sources to provide a holistic view of performance.Establish consistent reporting methodologies and ensure insights are accurate, meaningful, and actionable.Evaluate UTM strategies and tracking practices to strengthen campaign measurement and attribution.Develop reporting that clearly communicates performance, trends, opportunities, and recommended actions.Cross-Functional PartnershipPartner with Performance Marketing to leverage CRM and downstream data to evaluate marketing effectiveness, patient engagement, and return on investment.Collaborate with Health Information Technology (HIT) and other subject matter experts to ensure marketing technologies, data connections, and infrastructure support analytics requirements.Work closely with marketing strategists, channel owners, content teams, and other stakeholders to develop meaningful measurement plans.Serve as a trusted analytics advisor to marketing teams and health system leadership.Communicate complex analytical findings clearly and effectively to both technical and non-technical audiences.Strategic LeadershipHelp advance a culture of data-informed decision-making across the Office of Strategic Marketing and Communications.Translate sophisticated analytics into clear business and marketing recommendations.Influence marketing strategy by connecting data, customer behavior, channel performance, and organizational objectives.Identify opportunities to improve analytics capabilities, processes, technologies, and measurement practices.Lead and contribute to strategic projects that advance UVA Health's marketing analytics maturity.Why UVA Health? At UVA Health, marketing plays an important role in connecting patients and communities with the care, services, and expertise they need. As a Senior Marketing Analyst, you'll have the opportunity to influence how one of the nation's leading academic health systems uses data to understand its audiences, improve digital experiences, and make smarter marketing decisions. You'll work alongside talented marketing, technology, clinical, and operational professionals in an environment that values innovation, collaboration, and continuous improvement.What We're Looking For The successful candidate will bring:Advanced analytical and quantitative skills with the ability to work with complex, disparate data sets.Strong understanding of digital marketing channels, including SEM, SEO, social media, display advertising, email, content marketing, and web analytics.Experience with marketing attribution, predictive modeling, customer journey analysis, and ROI measurement.Strong knowledge of digital measurement and campaign tracking, including UTM strategy and best practices.Experience developing dashboards, data visualizations, and executive-level reporting.Strong problem-solving skills and the ability to identify meaningful insights within complex data.Excellent written, verbal, presentation, and interpersonal communication skills.Ability to translate technical and analytical findings into clear, actionable recommendations.Strong collaboration skills and the ability to build effective relationships with technical teams, marketing professionals, and senior leaders.Curiosity and a continuous improvement mindset with a passion for using data to influence strategy.MINIMUM REQUIREMENTS Education: Bachelor's degree; Master's preferred. Experience: Minimum of 7 years of experience in a role that focuses on leveraging analytical and reporting tools and advanced analytics methodologies, including but not limited to Tableau, Google Analytics, and Data Studio. Licensure/Certification: None. PHYSICAL DEMANDS This is primarily a sedentary job involving extensive use of desktop computers. The job does occasionally require traveling some distance to attend meetings, and programs. The pay range for this role is $66,518.40 - $109,153.00 annually. Individual compensation will be determined by the selected candidate's qualifications, previous work experience, and/or education. BenefitsComprehensive Benefits Package: Medical, Dental, and Vision InsurancePaid Time Off, Long-term and Short-term Disability, Retirement SavingsHealth Saving Plans, and Flexible Spending AccountsCertification and education supportGenerous Paid Time OffUVA Health is a world-class Magnet Recognized academic medical center and health system with a level 1 trauma center. 2023-2024 U.S. News & World Report "Best Hospitals" guide rates UVA Health University Medical Center as "High Performing" in 5 adult specialties and 14 conditions/procedures. We are one of 70 National Cancer Institute designated cancer centers. UVA Health Children's is named by 2023-2024 U.S. News & World Report as the best children's hospital in Virginia with 9 specialties ranked among the best in the nation. Our footprint also encompasses 3 community hospitals and an integrated network of primary and specialty care clinics throughout Charlottesville, Culpeper, Northern Virginia, and beyond. The University of Virginia is an equal opportunity employer. All interested persons are encouraged to apply, including veterans and individuals with disabilities. Learn more about UVA's commitment to non-discrimination and equal opportunity employment.Each agency within the Commonwealth of Virginia is dedicated to recruiting, supporting, and maintaining a competent and diverse work force. Virginia Department of Human Resource Management