UVA Health is seeking a Senior Marketing Analyst to join the Office of Strategic Marketing and Communications and help shape a more data-driven approach to marketing across the Health System. This role will transform complex marketing, digital, customer, and web data into meaningful insights that inform strategy, improve performance, and support smarter investment decisions.
As a strategic analytics partner, the Senior Marketing Analyst will work across marketing channels-including search, social media, display advertising, email, content, and web-to understand how audiences engage with UVA Health and what drives meaningful action. This position will play a key role in developing measurement strategies, advancing attribution and predictive analytics, identifying opportunities for optimization, and translating findings into clear recommendations for colleagues and senior leadership.
The ideal candidate combines strong technical and analytical capabilities with business acumen, curiosity, attention to detail, and the ability to communicate complex findings in a clear and actionable way.
What You'll Do Marketing Analytics & Measurement - Lead reporting and analytics efforts across marketing initiatives and channels supporting acquisition, engagement, awareness, and growth strategies.
- Establish comprehensive measurement strategies, including learning agendas, KPIs, benchmarks, reporting methodologies, and data sources.
- Develop measurement frameworks that connect marketing activity to meaningful business and customer outcomes.
- Analyze customer, campaign, web, and behavioral data across complex and disparate data sources.
- Conduct advanced analyses, including channel attribution, predictive modeling, ROI analysis, and performance forecasting.
- Develop analytics strategies that map customer journeys from initial engagement through conversion and downstream outcomes.
Insights & Optimization - Identify trends, opportunities, and performance gaps and translate findings into actionable recommendations.
- Develop and implement testing and optimization strategies to improve marketing effectiveness.
- Evaluate campaign performance and identify opportunities to improve audience engagement, conversion, and return on investment.
- Monitor emerging digital marketing, analytics, measurement, and attribution trends and recommend opportunities for innovation.
- Lead annual benchmarking efforts and identify industry best practices to inform continuous improvement.
Data Visualization & Reporting - Create intuitive dashboards, data visualizations, executive reports, and campaign performance analyses.
- Integrate data from multiple marketing and digital sources to provide a holistic view of performance.
- Establish consistent reporting methodologies and ensure insights are accurate, meaningful, and actionable.
- Evaluate UTM strategies and tracking practices to strengthen campaign measurement and attribution.
- Develop reporting that clearly communicates performance, trends, opportunities, and recommended actions.
Cross-Functional Partnership - Partner with Performance Marketing to leverage CRM and downstream data to evaluate marketing effectiveness, patient engagement, and return on investment.
- Collaborate with Health Information Technology (HIT) and other subject matter experts to ensure marketing technologies, data connections, and infrastructure support analytics requirements.
- Work closely with marketing strategists, channel owners, content teams, and other stakeholders to develop meaningful measurement plans.
- Serve as a trusted analytics advisor to marketing teams and health system leadership.
- Communicate complex analytical findings clearly and effectively to both technical and non-technical audiences.
Strategic Leadership - Help advance a culture of data-informed decision-making across the Office of Strategic Marketing and Communications.
- Translate sophisticated analytics into clear business and marketing recommendations.
- Influence marketing strategy by connecting data, customer behavior, channel performance, and organizational objectives.
- Identify opportunities to improve analytics capabilities, processes, technologies, and measurement practices.
- Lead and contribute to strategic projects that advance UVA Health's marketing analytics maturity.
What We're Looking For The successful candidate will bring:
- Advanced analytical and quantitative skills with the ability to work with complex, disparate data sets.
- Strong understanding of digital marketing channels, including SEM, SEO, social media, display advertising, email, content marketing, and web analytics.
- Experience with marketing attribution, predictive modeling, customer journey analysis, and ROI measurement.
- Strong knowledge of digital measurement and campaign tracking, including UTM strategy and best practices.
- Experience developing dashboards, data visualizations, and executive-level reporting.
- Strong problem-solving skills and the ability to identify meaningful insights within complex data.
- Excellent written, verbal, presentation, and interpersonal communication skills.
- Ability to translate technical and analytical findings into clear, actionable recommendations.
- Strong collaboration skills and the ability to build effective relationships with technical teams, marketing professionals, and senior leaders.
- Curiosity and a continuous improvement mindset with a passion for using data to influence strategy.
MINIMUM REQUIREMENTSEducation: Bachelor's degree; Master's preferred.
Experience: Minimum of 7 years of experience in a role that focuses on leveraging analytical and reporting tools and advanced analytics methodologies, including but not limited to Tableau, Google Analytics, and Data Studio.
Licensure/Certification: None.
PHYSICAL DEMANDSThis is primarily a sedentary job involving extensive use of desktop computers. The job does occasionally require traveling some distance to attend meetings, and programs.
The pay range for this role is $66,518.40 - $109,153.00 annually. Individual compensation will be determined by the selected candidate's qualifications, previous work experience, and/or education.
Benefits- Comprehensive Benefits Package: Medical, Dental, and Vision Insurance
- Paid Time Off, Long-term and Short-term Disability, Retirement Savings
- Health Saving Plans, and Flexible Spending Accounts
- Certification and education support
- Generous Paid Time Off
