Reporting to the Senior Manager, Growth Marketing, the Marketing Performance & Analytics Specialist is the performance intelligence centre of Payworks' demand generation engine. You own full-funnel analytics, campaign and channel attribution, and performance reporting across all demand streams, translating data into clear recommendations on where to invest, scale, or redirect budget with qualified pipeline and revenue as the primary business objectives.

This is more than campaign optimization. You look across channels, audiences, and the entire funnel to determine which investments are generating the greatest return, and you make the case for what we should do differently.

TURNING INSIGHTS INTO IMPACT - IT'S WHAT YOU'LL DO

+ Demand Funnel Analytics & Performance Reporting - Own weekly and monthly performance reporting across all demand streams (MQL, PQL, SIL, EQL), channels, and campaigns. Produce full-funnel conversion analysis from lead through to qualified pipeline and revenue, and evolve Salesforce dashboards and reporting to support Marketing leadership, executive, and Board-level presentations.

+ Campaign & Channel Attribution - Own campaign, channel, and demand-source attribution across the full funnel. Maintain UTM governance, tracking pixel integrity, GCLID auto-tagging, and view-through attribution. Go beyond tracking mechanics to answer the strategic question: which investments, campaigns, channels, and audiences are driving qualified pipeline?

+ Performance Recommendations & Budget Optimization - Monitor performance against targets and defined thresholds. Identify performance signals, explain what they mean, and deliver clear, data-backed recommendations on where to increase, reduce, or redirect spend. Prepare quarterly performance summaries and budget pacing analysis to support investment decisions.

+ Testing & Experimentation - Design and run A/B and multivariate tests across landing pages, ads, and emails. Document hypotheses, results, and learnings, and translate insights into optimization actions. Testing is a tool that feeds your broader performance analysis, not the defining mandate.

+ Segmentation & ICP Analysis - Use Clay/ICP-enriched data to identify which audiences convert best across channels and funnel stages. Surface insights that sharpen targeting decisions and inform campaign strategy.

+ Emerging Channels & AI-Driven Discovery - Help assess shifts in B2B acquisition channels, including the growing role of AI-driven discovery and answer engine optimization (AEO). Evaluate their contribution to demand and pipeline, and recommend where we should test or redirect investment.

WHAT YOU'LL NEED TO SUCCEED

+ 5+ years in marketing analytics, demand generation, or performance marketing, ideally in B2B SaaS, HR tech, or financial services, plus a related degree, diploma, or equivalent experience.

+ Strong analytical capability with demonstrated experience in full-funnel reporting, conversion analysis, attribution modelling, and pipeline performance, not just channel-level metrics.

+ Hands-on experience with paid media platforms (Google Ads, LinkedIn, Meta, programmatic platforms such as StackAdapt). You understand paid media well, are comfortable in the platforms, and can pitch in on execution when needed.

+ Hands-on experience designing and running A/B and multivariate tests with a structured, hypothesis-driven approach.

+ Strong Salesforce skills, including performance dashboards, funnel analysis, attribution modelling, and pipeline reporting; experience with Data 360 is an asset.

+ Solid UTM governance and tracking validation knowledge.

+ Familiarity with Marketing Cloud or similar platforms, working knowledge of Clay or similar data enrichment tools, and proficiency with Monday.com or similar project management tools.

+ A clear communicator who can turn complex data into plain-language strategic recommendations that teams and leadership can act on quickly.

+ Influence without authority. You drive improvements through the quality of your analysis and the clarity of your recommendations, even when others own execution, budget, and strategy.

+ Detail-oriented and proactive. You catch broken tracking, flag performance issues, and surface missing attribution data before they compound.

+ Broader demand generation experience is a strong asset. Depth in demand gen strategy, funnel operations, or marketing operations will strengthen your impact and provide experienced partnership to the Growth Marketing leadership team.

+ Bilingual in French is considered an asset

We are proud to support a Flexible Work Plan that recognizes the diverse needs and lifestyles of our people. The Marketing Performance & Analytics Specialist has the option to work fully from the Payworks office in Calgary or on a hybrid work model, working in the office at least three (3) days a week.

This posting is for an existing vacancy within our team.

Please visit our careers page to see more job opportunities.