Sr Digital Marketing and Technology Analyst

2 weeks ago

Salt Lake City, United States Myriad Genetics Full time

Myriad Genetics is seeking a Senior Digital Marketing and Technology Analyst (IC) to join the Enterprise Marketing Team. Reporting to the Senior Director, Enterprise Digital Marketing.

Your responsibilities will include strategies of tracking online marketing trends, collecting, and analyzing data, developing campaign strategy measurement plans, optimizing, and reporting online campaign performance, then communicating with constituents and stakeholders. This role will also lead the marketing automation and technical discovery, definition, mapping, measurement, and optimizations of privacy forward outbound digital marketing technologies to drive Myriad's growth and optimize its digital presence.

To be successful as a digital marketing analyst and technology lead, you should have strong technical skills and be able to present actionable insights to inform and optimize digital marketing strategies across the business units. A top-notch digital marketing and technology analyst should also have excellent analytical skills, be detail-oriented, and work well within and cross-functional team.

Responsibilities

  • Identifying best-in-breed Marketing Technology (automation) and Advertising Technology that support Myriad and all BUs pan-organizationally.
  • Mapping dimensions of marketing automation tools for pan organizational scorecards.
  • Testing campaigns, analyzing key metrics, and identifying opportunities to increase campaign performance.
  • Developing and presenting learnings from your analyses, including actionable insights and recommendations.
  • Developing digital campaign and web measurement strategies.
  • Informing dashboards, data visualizations, campaign, and website performance reports at varying levels - Working, Leadership, and ELT.
  • Monitoring and analyzing external digital media and marketing trends.
  • Support high-priority enterprise growth initiatives, including upper-funnel awareness campaigns, web experiences, and lead generation efforts with data and analytics prowess.
  • Communicating and presenting to colleagues and constituents.
  • Collaborate with multiple teams (including business units, product management, R&D, medical affairs, payer relations), to develop digital marketing measurement and technology deliverables that support key business goals.
  • Lead digital marketing analytics partners and teammates to establish performance goals, measurement strategies, and dashboards for digital marketing and lead generation efforts.
  • Lead data and analytics in designing and implementing artifacts, including frameworks and playbooks, to promote consistent methods for digital marketing strategy development and measurement across the enterprise and entire organization.
  • Provide bi-annual web analytics reporting and compare the site features with industry peers and global bests, coupled with proposals for site improvements.
  • Constant testing of audiences, placements, solutions, and creativity, including structured A/B tests. Familiar with UTM parameters that allow for accurate tracking and measurement.
  • Own relationships with assigned third-party solutions and make decisions based on their performance.
  • Manage performance across a variety of marketing channels: search, programmatic display, paid social, affiliate, prospecting email, and rich media.
  • Day-to-day reporting of marketing efforts for spend, impressions, clicks, leads, and down funnel performance to marry this data to sales and revenue (actual and projections)
  • Develop detailed, quantitative analysis while developing meaningful insights into business performance for marketing campaigns.
  • Provide variance and impact analyses of lead generation, cost, revenue, and contribution margin.
  • Partner to group leadership to develop QBRs, quarterly web analytics and campaign reporting.
  • Compare and contrast Myriad product site features with industry peers and global bests, coupled with proposals for site improvements.
  • Lead agency resources, as needed, by informing digital campaigns, creative and measurement plans that are aligned to clear strategies, objectives, and best practices.

Requirements

  • Deep experience in AdTech stacks (DSPs, Meta, Google - GAW, GTM, GA4).
  • Deep experience in MarTech stacks (Bitly, Looker, Tableau, Adobe Suite).
  • Deep experience in first party data and CDPs.
  • Deep experience in 3rd party data and parameters.
  • Deep experience in Marketing Automation and feature sets of: CRM - Salesforce, including AI/ML features and lead scoring models.
  • Working knowledge of omni-channel campaign including performance across a variety of marketing channels: SEO, paid search, programmatic display, paid social, affiliate, prospecting email, and rich media.
  • Predictive modelling, a plus.

Qualifications

  • Bachelor's degree required.
  • 10+ years of progressive experience in developing, implementing, and measuring digital marketing programs.
  • Industry experience in healthcare, pharma, biotech is preferred.
  • Demonstrated track record in leading omni-channel digital marketing campaigns tech. including analytics components to drive and exceed business objectives.
  • Demonstrated experience in analyzing marketing data and transforming it into insights that optimize marketing strategies.
  • Demonstrated experience in optimizing best-in-class web experiences, including demonstrated knowledge of UX, design, and CRO best practices.
  • Expertise in leading by influence and successful cross-team collaboration, including ability to manage input from multiple stakeholders.
  • Exceptional verbal and written communication skills.

EEO

We recognize that our people are our strength and the diverse talents they bring to our global workforce are directly linked to our success. We are an equal opportunity employer and place a high value on diversity and inclusion at our company. In hiring and all other employment decisions, we prohibit discrimination and harassment on the basis of any protected characteristic, including race, religion, color, national origin, gender, sexual orientation, gender identity, gender expression, age, marital or veteran status, pregnancy or disability, or any other basis protected under applicable law. In accordance with applicable law, we make reasonable accommodations for applicants' and employees' religious practices and beliefs, as well as any mental health or physical disability needs.

#LI-JB2

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