Digital Marketing Analyst

Company Highmark Health 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). Proventrack recordanalyzing complex customer and campaign datasets from CRM, CDP, web/app analytics, and marketing automation platforms. Experience with Adobe Web SDK or Tealium/Freshpaintevent 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 (CAHPI, 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,Pythonor 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. 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. #J-18808-Ljbffr