Key Responsibilities and Required Skills for E‑Marketing Analyst

🎯 Role Definition

As the E‑Marketing Analyst you will monitor and assess digital marketing performance across channels, build and maintain dashboards, perform segmentation and testing, develop attribution models, collaborate with marketing, product, IT and analytics teams, and recommend improvements to campaign planning, execution, targeting and budgets to drive growth. You will act as the link between marketing activity and business outcomes by leveraging data to identify opportunities, mitigate risks and inform decision‑making.

📈 Career Progression

Typical Career Path

Entry Point From:

Digital Marketing Executive (Analytics focus)
Marketing Data Analyst
Email / Web Marketing Specialist

Advancement To:

Senior E‑Marketing Analyst or Lead Marketing Analyst
Marketing Insights Manager or Digital Analytics Manager
Head of Marketing Analytics or Director of Marketing Operations

Lateral Moves:

Performance Marketing Analyst
Marketing Automation Analyst
Growth Marketing Analyst

Core Responsibilities

Primary Functions

Monitor, analyse and report on the performance of digital marketing channels—including email campaigns (deliverability, open, click‑through, unsubscribe), website traffic and behaviour, paid search, display and social media metrics—to assess effectiveness and inform optimisation.
Build, maintain and enhance dashboards, visualisations and reports using BI tools (e.g., Tableau, Power BI, Looker) to communicate key marketing KPIs, trends, and actionable insights to marketing leadership and stakeholders.
Conduct segmentation and customer‑journey analysis: evaluate behaviour by audience cohorts, lifecycle stage, geography or channel, and provide actionable recommendations to drive acquisition, engagement and retention.
Develop and execute A/B or multivariate tests on email subject lines, landing pages, calls‑to‑action, and digital ad copy; interpret results, scale successful variants, and ensure alignment to channel objectives.
Collaborate with web analytics and IT teams to ensure correct tagging, tracking, data integrity and implementation of digital analytics tools including Google Analytics 4, Google Tag Manager and relevant APIs.
Conduct market, competitor and audience research to identify digital trends, benchmark performance and uncover growth opportunities in paid, owned and earned channels.
Use data attribution models and cost‑analysis to tie marketing campaigns to business outcomes such as pipeline, revenue, customer lifetime value and ROI; recommend budget reallocation based on insights.
Provide ongoing recommendations to marketing teams on optimisation of media spend, channel mix, messaging, targeting and timing based on data insights, conversion funnel analysis and campaign performance.
Partner with the email marketing team to analyse deliverability, inbox placement, segmentation, engagement trends and unsubscribe drivers; propose process improvements and segmentation strategies to improve lifecycle performance.
Support website and landing‑page optimisation by analysing session behaviour, bounce rate, conversion rate, path flows and assisting UX/design teams with data‑driven recommendations for improvements.
Oversee and audit digital tool‑stack integrations: ensure marketing automation, CRM, analytics, ad platforms and data warehouses are aligned, data flows are accurate and systems support measurement needs.
Forecast campaign performance: develop predictive models, plan future budget needs, set target KPIs, and provide scenario analysis to marketing leadership for strategic decision‑making.
Maintain and cleanse marketing data: ensure list hygiene, dedupe databases, validate tracking data, correct errors and improve data quality for reliable analysis.
Develop and maintain documentation of analytics frameworks, campaign measurement plans, dashboard specifications, funnel‑definitions and ensure repeatability of analysis and reporting.
Present insights, findings and strategic recommendations to senior leadership and cross‑functional teams; transform data into narrative and business action.
Stay current with digital marketing, analytics and Martech trends (e.g., GA4, cookieless future, privacy regulations, AI in marketing), and participate in continuous improvement of analytics practices.
Monitor campaign budgets, media spend and marketing investment efficiency; collaborate with finance and marketing operations to track actuals vs. plan and optimise spend.
Support campaign planning by shaping measurement frameworks, defining KPIs, advising on tracking requirements, and ensuring marketing activity is measurable end‑to‑end.
Manage ad‑hoc data requests, segmentation queries, exploratory analyses and quick‑turn insights to support marketing agility and responsiveness.
Provide mentoring or training to junior analysts or marketing team members on analytics best practices, dashboard usage, and data‑driven decision‑making.
Contribute to the broader marketing data strategy and roadmap: propose new measurement techniques, automation of reporting, integration projects or marketing‑data infrastructure enhancements.

Secondary Functions

Support ad‑hoc data and exploratory marketing analytics tasks across campaigns, product markets or channels.
Contribute to the organisation’s marketing‑data strategy by feeding insights, trends and analysis into planning, content and creative decision‑making.
Collaborate with product, operations or IT teams to translate user behaviour data, analytics findings and customer journey insights into product enhancements, service improvements or channel refinements.

Required Skills & Competencies

Hard Skills (Technical)

Proficiency in web and digital analytics tools (Google Analytics 4, Adobe Analytics, Google Tag Manager) and ability to interpret and manipulate data.
Strong experience with data visualisation and business intelligence tools (Tableau, Power BI, Looker, Google Data Studio) to build dashboards and reports.
Knowledge of SQL, database querying and manipulation of large datasets to support segmentation, attribution and campaign analysis.
Ability to work with marketing automation and CRM systems (e.g., HubSpot, Salesforce, Marketo) and integrate behavioural data into analytics workflows.
Experience with A/B testing frameworks, experimentation design, multivariate testing and interpretation of test results for optimisation.
Understanding of digital marketing channels, performance metrics and funnel analysis (CPC, CTR, bounce rate, conversion rate, CAC, LTV).
Familiarity with tracking implementation, tag management, data integrity, web event tracking and campaign measurement set‑ups.
Strong Excel/spreadsheet skills: advanced formulas, pivot tables, dashboards and data modelling.
Ability to forecast, build models and produce scenario analyses relating marketing investment to outcomes.
Basic knowledge of data privacy, compliance and digital marketing governance (GDPR, cookie tracking, email measurement).

Soft Skills

Analytical mindset and critical thinking: able to dig into data, ask the right questions and surface insights that matter.
Excellent communication and presentation skills: able to translate data into clear, actionable recommendations and tell a story with metrics.
Collaboration and stakeholder management: able to work across marketing, product, IT, sales and finance teams and build relationships.
Strategic orientation: aligns analytics work with business objectives, marketing goals and organisational strategy.
Initiative and proactivity: surfaces opportunities, drives measurement improvements and adds value without being asked.
Attention to detail and quality‑focus: ensures accuracy of data, reliability of reports and consistency of tracking.
Time‑management and multitasking: handles multiple analyses, deadlines and priorities in a fast‑moving marketing environment.
Adaptability and learning orientation: keeps up with evolving tools, platforms and regulations and adapts workflows accordingly.
Problem‑solving: able to identify root causes of marketing performance issues, propose corrective actions and follow through execution.
Customer‑centric mindset: understands the customer journey and uses data to optimise experience, conversion and retention.

Education & Experience

Educational Background

Minimum Education:

Bachelor’s degree in Marketing, Business Analytics, Statistics, Economics, Data Science or a related field.

Preferred Education:

Master’s degree in Marketing Analytics, Business Intelligence, Digital Marketing or Data Science.

Relevant Fields of Study:

Digital Marketing & Analytics
Business Intelligence & Data Science
Statistics & Economics
Marketing Strategy & Technology

Experience Requirements

Typical Experience Range:

2 to 4 years of digital marketing analytics, web analytics or e‑marketing measurement experience.

Preferred:

Proven track record of supporting digital marketing optimisation, dashboard creation, attribution modelling and collaboration with cross‑functional marketing teams.

Key Responsibilities and Required Skills for E‑Marketing Analyst