Senior Analyst, Marketing Performance, B2B Marketing Demand Generation, Europe

Senior Analyst, Marketing Performance, B2B Marketing Demand Generation, Europe

Mastercard is a global technology company in the payments industry. Our mission is to connect and power an inclusive, digital economy that benefits everyone, everywhere by making transactions safe, simple, smart, and accessible. Using secure data and networks, partnerships and passion, our innovations and solutions help individuals, financial institutions, governments, and businesses realize their greatest potential.

The Europe B2B Marketing team is looking for a Senior Marketing Performance Analyst to join the newly created Demand Generation function, operating as a Centre of Excellence within B2B Marketing Europe.

This is a generalist digital marketing role with a strong analytical and performance focus, designed to support a broad range of B2B marketing activities across Europe, including strategy, analytics, paid media, web, email marketing and CRM data. This role is key to strengthening Mastercard's B2B presence across Europe as part of a broader transformation programme designed to drive awareness, demand generation and measurable revenue impact.

The ideal candidate combines a hands on digital marketing background with a strong data and performance mindset. Highly analytical, data driven and results oriented, this role brings strong experience in campaign performance measurement, paid media analytics and dashboard governance. The candidate is capable of understanding how marketing initiatives translate into leads, pipeline and revenue, and works in close partnership with the Marketing Operations team, media agencies, and regional B2B teams to ensure full visibility into how marketing strategy converts interest into business outcomes.

In this regional B2B Marketing position responsible for Europe, you will:

• Implement the Demand Generation strategy in line with business priorities.
• Own end to end B2B demand campaigns across the funnel, from awareness to lead generation, pipeline and ROI.
• Act as a digital marketing generalist, overseeing strategy, execution and analytics across paid media, web, social, email and marketing automation.
• Lead paid media strategy and execution, with a strong focus on LinkedIn Campaign Manager and intent data platforms, ensuring effective targeting, budget allocation and optimisation.
• Own performance measurement and analytics for B2B marketing across Europe, including web performance, user behaviour, conversion and journey optimisation.
• Monitor campaign performance and lead progression in Salesforce, ensuring clear visibility from marketing activity to revenue.
• Partner with Marketing Operations to standardise lead tracking, scoring, database management and performance measurement.
• Define and govern KPI frameworks and dashboards, translating performance data into clear insights and recommendations for senior stakeholders.
• Support regional and market teams through a Demand Generation Centre of Excellence, providing best practices, frameworks and guidance on paid media and performance measurement.

All About You

The ideal candidate for this position should:

• Have solid experience as a generalist digital marketer in B2B environments, with strong exposure to strategy, execution and performance measurement.
• Have a strong analytical mindset, with proven experience managing data, performance metrics and dashboard governance.
• Have hands on experience monitoring and optimising digital and paid media campaigns.
• Be highly proficient in Salesforce, with experience tracking leads, monitoring campaign impact and analysing marketing to revenue performance.
• Have experience working with: Salesforce; Tableau or similar Business Intelligence tools; Adobe Analytics or Google Analytics; Adobe CMS platforms; Marketing Automation platforms; LinkedIn Campaign Manager.
• Be comfortable working with multiple data sources, ensuring consistency, accuracy and alignment across dashboards and reports.
• Be highly results oriented, with strong focus on performance, optimisation and business outcomes.
• Be proactive and self driven, capable of leading own projects end to end and taking ownership beyond formal responsibility in a matrix international environment.
• Full professional fluency in English, as the role operates entirely in English.

Corporate Security Responsibility

All activities involving access to Mastercard assets, information, and networks comes with an inherent risk to the organization and, therefore, it is expected that every person working for, or on behalf of, Mastercard is responsible for information security and must:

• Abide by Mastercard's security policies and practices;
• Ensure the confidentiality and integrity of the information being accessed;
• Report any suspected information security violation or breach, and
• Complete all periodic mandatory security trainings in accordance with Mastercard's guidelines.