Senior Market Analyst

Senior Market Analyst of Lead Conversion

Under the direction of the Director of Lead Conversion, the Senior Market Analyst of Lead Conversion supports the reporting, optimization, planning and execution of residential lead conversion activities.

This role is responsible for building detailed reporting and analyses for each critical KPI in converting both Kohler Generator-based quote and service leads for dealers.

These lead conversion phases include lead submission, lead processing, lead qualification, lead quality, lead assignment, dealer processing and lead follow-up. From these analyses, the Senior Market Analyst will work with the Director of Lead Conversion to identify efficiency opportunities and work cross-functionally with other departments to support new strategies and technologies to support these gaps.

Analytics & Reporting (approx. 50%): Track lead volume, speed-to-lead metrics, and lead quality across platforms (e.g., website, chat, forms, call center, AI conversations), individual lead channels, geographies and dealers. Create executive dashboards and reports on key KPIs and trends.

Insights & Strategy (20%): Analyze data to identify trends, bottlenecks, and opportunities for conversion optimization. Perform root cause analysis on performance drops and provide recommendations for improvements in marketing campaigns, processes, technology, communication or sales approaches.

Conversion Optimization (approx. 30%): Support projects and strategies to increase conversion rates through each phase of the sales and post-sale funnels.

This hybrid role requires 23 days per week onsite from either our Milwaukee, WI or Kohler, WI location.

Specific Responsibilities:

• Develop key performance-based reports within SalesForce, PowerBI, GA4, Looker Studio and call tracking platforms for critical lead conversion KPIs
• Work with data analyst teams to ensure data accuracy and integrity.
• Conduct data hygiene checks and troubleshoot data flow or process issues.
• Monitor and report performance metrics across lead ingestion channels (e.g. multiple website lead forms, call center, chat, MetaLeads, affiliates, etc.).
• Develop reports to review lead response and conversion metrics by marketing channels (e.g. organic, paid search, Pmax, display, YouTube, Meta, etc.), geographies, and dealers
• Identify opportunities for optimization and A/B testing to improve engagement and conversion.

Project Support & Planning

• Partner with marketing, sales, product, and analytics teams on cross-channel initiatives and analysis.
• Lead or support lead conversion projects through project definition, documentation, testing and execution
• Determine data baselines and normalize datasets to assess pre and post project performance

Requirements:

• Bachelor's degree in Business, Analytics or Marketing
• 5+ years of lead conversion and report development experience
• Minimum of 3-5 years of experience in report development and analysis
• Proven track record of identifying and implementing conversion improvement activities
• 2+ years hands-on experience GA4, PowerBI, SalesForce reporting, Looker Studio
• 3-5 years' experience in B2C or business-to-dealer lead generation marketing
• Strong analytical skills
• Knowledge of IT project development, lifecycle and documentation
• Strong attention to detail and ability to manage multiple concurrent tasks.

Preferred

• 3-5 years' experience in home services lead generation.
• Familiarity with AI-based lead qualification and booking tools.
• Experience with customer lead-scoring models.

Applicants must be authorized to work in the US without requiring sponsorship now or in the future.

The Salary range for this position is $76,050.00-$96,050.00. The specific Salary rate offered to a candidate may be influenced by a variety of factors including the candidate's experience, their education, and the work location.