Director, Marketing Analytics

Primary City/State: Phoenix, Arizona Department Name: Digital Customer Engagement Work Shift: Day Job Category: Marketing and Communications

Banner Health believes leadership matters. We look for people who share our vision making health care easier, so life can be better. Our leaders are at the front of the health care transformation, planning the future of Banner Health. Banner Health has earned Great Place To Work® Certification™ for the third consecutive year. We’re committed to a workplace culture where team members trust the people they work for, take genuine pride in their work, and enjoy collaborating with colleagues. As the Director of Marketing Analytics, you will have the opportunity to define what world‑class marketing analytics looks like. In this role, you will harness the power of data and analytics to drive smarter, more effective campaigns across digital channels. From monitoring email and website performance to deep‑diving into social media analytics, you will track and measure KPIs for both organic and paid social efforts — turning insights into action. As a trusted internal consultant to Marketing leadership, you will also play a pivotal role in shaping strategy while ensuring seamless website functionality and peak digital performance across the board. Your pay and benefits are important components of your journey at Banner Health. This opportunity includes the option to participate in a variety of health, financial, and security benefits. In addition, this position may be eligible for our Management Incentive Program as part of your Total Rewards package.

Position Summary

This position is responsible for building and leading the enterprise marketing analytics function for Banner Health. Working within Digital Engagement, this leader will architect the measurement infrastructure, team, and culture of data‑driven decision‑making that will underpin the marketing department's efforts across brand, growth, digital, and communications channels. This is a builder's role — equal parts strategist, technologist, and storyteller. The role will translate complex data into clear insights that drive smarter investments, sharper campaigns, and stronger health system performance. They will serve as a trusted advisor to marketing leadership and an internal consultant to service‑line and market leaders across the organization. This position will establish and operationalize measurement frameworks across multiple core capability areas: brand health and reputation tracking, growth marketing performance and lead conversion, digital and web analytics, social media analytics and audience intelligence, and earned media and communications impact.

Core Functions

1. Leverage third‑party tools like NRC to manage and report enterprise brand tracking across all Banner’s markets and priority services, including aided/unaided awareness, preference, Net Promoter Score (NPS), and trust indices. Establish baseline benchmarks and cadence for reporting; partner with research vendors and/or build in‑house survey infrastructure. Synthesize brand data with competitive intelligence and market share to produce actionable quarterly brand health reports for senior leadership.
2. Build and govern campaign analytics for all performance marketing channels — paid search, paid social, programmatic, direct mail, email, SMS, broadcast, and OOH. Define and track the lead‑to‑appointment‑to‑visit conversion funnel by service line, geography, and channel. Partner with service‑line leaders and CRM teams to attribute patient volume and downstream revenue to marketing investment (MROI). Establish cost-per-lead, cost-per-acquisition, and return‑on‑ad‑spend benchmarks; iterate toward continuous optimization.
3. Own enterprise‑level digital analytics governance — including GA4 (or equivalent), tag management, and data layer strategy. Partner with digital and IT teams to ensure accurate, HIPAA‑compliant data collection across all web and mobile properties. Build and maintain real‑time dashboards for website traffic, user behavior, content performance, conversion, and patient portal engagement. Lead SEO analytics and content performance reporting in partnership with content and digital marketing teams.
4. Establish KPI frameworks for organic and paid social across all platforms (Facebook, Instagram, LinkedIn, YouTube, X/Twitter, and emerging channels). Track engagement rates, share of voice, sentiment, and follower health across system and service‑line accounts. Provide audience segmentation insights to inform content strategy and paid targeting.
5. Define a rigorous, credible methodology for measuring earned media value — moving beyond impressions to reach, sentiment, message pull‑through, and share of voice. Build dashboards for media mentions, journalist engagement, crisis monitoring, and reputation signals. Partner with PR and communications teams to connect media activity to brand perception outcomes.
6. Stand up the marketing analytics function from the ground up leveraging agency and other outsourcing resources — including tech stack, vendor relationships, processes, and governance. Create and evangelize a measurement‑first culture within the Marketing & Communications department. Develop and maintain a Marketing Analytics Roadmap aligned to organizational priorities and maturity milestones.
7. Produce a monthly Marketing Performance Report and quarterly Board‑ready brand health summary for CMO and senior leadership. Design and maintain an executive marketing dashboard (e.g., Tableau, Power BI, Looker) with real‑time visibility into key performance indicators. Present data‑driven recommendations in a clear, narrative‑driven format accessible to non‑technical stakeholders.
8. Partner with IT, Digital, and Data & Analytics teams to define the marketing data architecture and integration roadmap. Ensure all data collection, storage, and reporting practices comply with HIPAA, CCPA, and applicable privacy regulations. Evaluate, select, and manage analytics technology vendors and platforms (CDP, BI tools, attribution platforms, listening tools).
9. Serve as the analytics thought partner to the CMO and marketing leadership for budget planning, campaign design, and channel mix decisions. Collaborate with service‑line, strategy, and finance leaders to connect marketing investment to patient volume and system growth objectives. Represent Marketing Analytics in cross‑functional enterprise data governance bodies.

Minimum Qualifications

• Bachelor's degree in Marketing, Analytics, Statistics, Data Science, Business, or a related field; Master's degree preferred.
• 7+ years of progressive experience in marketing analytics, consumer insights, or data science — with at least 3 years in a leadership role.
• Demonstrated experience building an analytics function, team, or program from early‑stage maturity.
• Proficiency with web analytics platforms (Google Analytics 4, Adobe Analytics) and tag management systems.
• Experience with BI and data visualization tools (Tableau, Power BI, Looker, or equivalent).
• Strong working knowledge of CRM platforms and marketing automation systems (Salesforce Health Cloud, Epic, or equivalent a plus).
• Demonstrated ability to translate complex data into clear, executive‑ready narratives and recommendations.
• Proven track record of HIPAA‑compliant data practices in a healthcare or regulated industry setting.

Preferred Qualifications

• Healthcare provider or health system marketing experience strongly preferred.
• Experience with attribution modeling, or multi‑touch attribution (MTA).
• Familiarity with patient engagement platforms, CRM data, and EMR integration concepts.
• Experience with paid media analytics across search, social, programmatic, and direct response channels.
• Knowledge of brand tracking methodologies, survey design, and market research.
• Familiarity with social listening and earned media monitoring platforms (Meltwater, Cision, Brandwatch, Sprinklr).
• SQL proficiency; experience with Python or R for advanced analysis.
• Additional related education and/or experience preferred.

About Banner Health

Banner Health is one of the largest, nonprofit health care systems in the country and the leading nonprofit provider of hospital services in all the communities we serve. Throughout our network of hospitals, primary care health centers, research centers, labs, physician practices and more, our skilled and compassionate professionals use the latest technology to make health care easier, so life can be better. The many locations, career opportunities, and benefits offered at Banner Health help to make the Banner Journey unique and fulfilling for every employee.

Benefits

Your pay and benefits are important components of your journey at Banner Health. This opportunity includes the option to participate in a variety of health, financial, and security benefits. In addition, this position may be eligible for our Management Incentive Program as part of your Total Rewards package. Banner Health offers a comprehensive benefit package for all benefit‑eligible positions.

EEO Statement: EEO/Disabled/Veterans Our organization supports a drug‑free work environment.

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