Senior Marketing Data Analyst

Description Job Summary The Sr. Marketing Data Analyst is responsible for transforming CRM, business development, and marketing data into clear, actionable insights that strengthen lead generation, support revenue growth, improve campaign performance, and guide strategic decision-making. This role serves as the business owner and primary administrator of the Company's CRM system, with responsibility for system enhancements, reporting, dashboards, workflows, data integrity, user access, and ongoing optimization. In addition to CRM ownership, this position analyzes data across the Company's marketing technology ecosystem, including HubSpot, Google Analytics, digital advertising, SEO, website activity, email marketing, social media, campaign performance, and other tools used to measure customer engagement and marketing effectiveness. The role partners closely with Business Development, Marketing, IT, Corporate Training, operating subsidiaries, and leadership to turn data into actionable insights, recommendations, and measurable action to drive revenue growth. This role can be filled in one of the following Company offices: Houston, TX; Broomall, PA; or Tulsa, OK. Essential Functions 1. Actively supports the Company's commitment to safety and its Core Values. 2. Represents the Company at all times with high moral standards while adhering to the Company's Code of Business Conduct and Ethics. 3. Serves as the primary point of contact, business owner, administrator, and internal champion for the Company's CRM system. 4. Leads CRM optimization efforts, including system enhancements, dashboards, reporting, workflows, data integrity, permissions, roles, user access, and overall system usability. 5. Works closely with business stakeholders across operating subsidiaries, Business Development, Marketing, and IT to identify CRM needs, gather requirements, improve processes, and implement appropriate system solutions. 6. Leads the CRM Technical Steering Team, including key end users and IT subject matter experts, to advance system functionality, adoption, governance, and long-term value. 7. Critically analyzes current systems, business processes, workflows, and functional needs; recommends and implements modifications that improve efficiency, data quality, reporting, and user experience. 8. Maintains CRM data integrity through duplicate detection and resolution, data cleansing, discrepancy reporting, missing or malformed data correction, and improved data governance processes. 9. Integrates CRM data with other marketing and business tools to provide a more complete view of customer, prospect, campaign, and business development activity. 10. Develops and maintains dashboards, reports, scorecards, and visualizations that track KPIs and communicate performance trends to Business Development, Marketing, operating teams, and leadership. 11. Analyzes performance across marketing channels, including CRM, HubSpot, Google Analytics, website activity, SEO, paid advertising, email marketing, social media, forms, landing pages, and campaign engagement. 12. Builds and maintains measurement frameworks that evaluate campaign ROI, lead quality, funnel performance, customer journey activity, attribution, conversion rates, and marketing effectiveness. 13. Develops, manages, and refines lead scoring models in HubSpot using firmographic, demographic, behavioral, web, email, and engagement data. 14. Defines and monitors criteria for marketing-qualified and sales-qualified leads to help Business Development focus on higher-value prospects and opportunities. 15. Cleans, organizes, and maintains HubSpot data, including properties, associations, workflows, lists, campaign data, and reporting structures. 16. Collaborates with Business Development and Marketing to evaluate lead quality, campaign performance, customer engagement, and opportunities for optimization. 17. Supports Business Development's Strategic Account Man gement efforts. 18. Conducts A/B testing, attribution analysis, ROI analysis, and campaign performance evaluation across digital channels, including email, paid media, web, SEO, and social. 19. Translates complex data into actionable, executive-level insights by explaining what changed, why it matters, and what actions should be considered. 20. Supports strategic initiatives by developing analysis, reporting, and recommendations that inform marketing priorities, budget decisions, campaign direction, and business development strategy. 21. Partners with IT and data teams to improve data collection, system integration, security, scalability, and access to reliable marketing and CRM data. 22. Works with Corporate Training and internal stakeholders to support user training, adoption, and best practices for CRM and related marketing tools. 23. Supports Business Development and other functions with CRM, marketing, campaign, and financial data for reports, presentations, planning, and leadership discussions. 24. Prepares monthly, quarterly, ad hoc, and executive-level reports as required. 25. Identifies opportunities to improve marketing efficiency, data accessibility, self-service reporting, and overall marketing analytics maturity. 26. Performs other duties or responsibilities as required or assigned. Qualifications Bachelor's degree in Marketing, Data Analytics, Business Intelligence, Information Systems, Data Science, Statistics, Business, or a related field; equivalent combination of education and relevant work experience may be considered. 5+ years of progressive experience in marketing analytics, CRM administration, business intelligence, data analysis, marketing operations, or a related data-driven marketing role. Strong working knowledge of CRM systems, including configuration of views, dashboards, reports, workflows, data structures, data integrity processes, and external reporting tools. Demonstrated experience pulling, cleaning, organizing, analyzing, and interpreting data from CRM systems and marketing technology platforms. Proficiency with HubSpot, including reporting, workflows, properties, lists, lead scoring, campaign tracking, and marketing automation data. Experience with Google Analytics, website analytics, digital campaign reporting, SEO reporting, paid media reporting, and customer journey tracking preferred. Working knowledge of Microsoft Power BI and DAX; experience with other BI or visualization tools such as Tableau or Looker Studio preferred. Proficiency with Microsoft Office, including Excel, Word, PowerPoint, Teams, and SharePoint. Strong understanding of marketing performance metrics, lead funnels, campaign attribution, customer engagement, and business development pipeline reporting. Ability to synthesize large amou