Marketing Performance Analyst

Overview Prosci is seeking a Marketing Performance Analyst to join our Performance Marketing team operating inside the Global Marketing Center of Acceleration (CoA). This role exists to help Prosci's marketing function move faster and smarter, turning performance signals into clear decisions before anyone has to ask. You will own marketing performance reporting and insight across HubSpot and key marketing channels: paid, email, content, social, and events. Generating accurate, consistent reports is core to the role, but the expectation goes beyond the report: you connect what's happening in the data to what the business should do next, arrive at a point of view, chase the "why" when a metric moves, and end every deliverable with a recommendation. Prosci is looking for someone who cares deeply about root cause, takes nothing at face value, and understands that a number without context is just noise. You can be trained on tools. You cannot be trained to think this way, and that's what makes this role worth having. Since our founding in 1994, Prosci has been laser-focused on change. By combining our deep understanding of people with a proven methodology rooted in the creation of the ADKAR® model, we’ve helped countless people and organizations thrive. Our solutions empower customers with lasting change resiliency through a unique blend of training, advisory services, and licensing options, including Kaiya, our AI change management coach. At Prosci, we are a purpose-driven organization full of passionate, curious, and results-oriented people. Working at Prosci means being part of a dynamic team that is dedicated to our purpose of creating a world where change is done right. Join us and be part of a culture that thrives on continuous learning, growth, and making a difference. Check out our website for more about our team and approach: https://www.prosci.com/about . Key Responsibilities Performance Insight & Storytelling Own monthly and quarterly marketing performance reporting for leadership and the Performance team, with clear what / so what / now what narratives, not data dumps. Proactively surface anomalies, trends, and performance shifts before they are asked for, with a hypothesis about cause and a recommended action. Translate channel and funnel data into business language: what is working, what is not, what we should do differently, and what the cost of inaction is. Deliver B2B style KPI reporting across global regions and key segments (e.g., Enterprise vs. Practitioner) with consistent definitions and transparent limitations. HubSpot-First Reporting & Analysis Own HubSpot as the primary source of truth and reporting environment: custom report builder, attribution views, campaign performance, lifecycle stage analysis, and dashboard management. Analyze funnel conversion trends (MQL to SQL to Opportunity to Closed Won), tracking lead quality, conversion rates, and pipeline velocity to connect marketing activity to revenue outcomes, not just top-of-funnel volume. Interrogate HubSpot attribution data with appropriate skepticism, applying and refining multi-touch attribution approaches (first-touch, last-touch, linear, time-decay) that account for Prosci's complex B2B sales cycles, and being honest about where attribution models break down. Flag data quality issues (missing UTMs, lifecycle inconsistencies, attribution gaps) and partner with Marketing Ops to resolve them, because bad data produces bad decisions. Channel Performance Analysis Analyze and report on performance across email marketing, content, paid media (LinkedIn, Google), social, webinars, and events. The focus is moving beyond traffic and impressions to track cost per acquisition (CAC), pipeline contribution, ROAS signals, and marketing-sourced revenue. Support account-based marketing (ABM) measurement for enterprise segments, tracking engagement at the account level rather than individual lead volume, to give a more accurate picture of progress with high-value targets. Analyze A/B test results across ad copy, landing pages, and email content: surfacing what the data says worked, why it likely worked, and what to test next. Surface optimization opportunities (budget shifts, audience hypotheses, content performance patterns) based on what the data is actually saying, not what we hoped it would say. Build lightweight, decision-ready dashboards and reports that regional teams and leadership can use with confidence, in HubSpot and Looker Studio. Cross-Functional Partnership Work closely with Performance Marketing on paid channel measurement, organic monetization and optimization signals. Partner with Marketing Ops on HubSpot data quality, campaign tracking requirements, and UTM discipline. Collaborate with Sales and Sales Ops to align on pipeline and revenue reporting definitions, shared targets, and lead quality standards, so marketing metrics connect to business outcomes and both teams are working from the same picture. Help regional marketers interpret dashboards and reinforce consistent measurement practices across global markets. Candidate Profile Based on this role’s scope and responsibilities, we are seeking candidates with the following qualifications, skills, attributes, and competencies: What Makes You Right for This Role Strong reporting is the foundation. What separates good from great in this role is what happens after the report is built. We can develop reporting skills and tool proficiency. We cannot develop the drive to understand root cause, question assumptions, and turn data into a point of view. These are the behaviors that matter most: The Insight Behaviors We're Hiring For Hypothesis-driven thinking. You don't just describe the data. You come in with a point of view and test it. You ask "what do I expect to find?" before you pull a report, and you know what to do when the data disagrees with you. Root cause analysis. When a metric dips, you chase it down rather than just reporting the drop. You are uncomfortable leaving "we're not sure why" on the table. You dig until you have an explanation worth acting on. Business context fluency. You understand pipeline, funnel economics, and campaign logic well enough to connect data to outcomes, not just report on activity. A number only matters if you know what it means for the business. Proactive storytelling. You flag things no one asked about. You frame findings in terms of impact. Every deliverable ends with a recommendation, not a summary. You make the so-what unavoidable. Competencies Analytical Curiosity: Naturally skeptical of surface-level explanations; motivated to understand what is actually driving results. Bias to Action: Directionally right and fast beats perfectly precise and slow. Comfortable making recommendations under ambiguity. Data Storytelling: Frames the "what, so what, now what" clearly for executive and regional audiences; translates complexity into decisions. Cross-Functional Partnership: Comfortable working across Marketing Ops, Sales Ops, Performance Marketing, and regional teams without losing the thread. Global Perspective: Experience supporting or reporting across multiple markets and regions. Technical Skills Must-Have HubSpot (required, deep): Custom report builder, attribution modeling, campaign and lifecycle reporting, dashboard creation, Data Hub familiarity, and the judgment to know when HubSpot's data is telling you the truth. Email marketing analytics: Open rates, click-through, deliverability signals, list health, and connecting email performance to funnel outcomes. Content marketing analytics: Understanding content contribution to pipeline, engagement quality, and how to evaluate content performance beyond pageviews. Paid media reporting: Familiarity with LinkedIn Ads and Google Ads performance data: CPL, ROAS signals, audience performance, and connecting spend to pipeline. Campaign tracking fundamentals: UTM structure, tagging discipline, and understanding how tracking decisions upstream affect reporting accuracy downstream. GA4: Working knowledge of GA4 and platform-specific tracking (LinkedIn Insight Tag, Google Ads conversion tracking), including how web behavior and ad platform data connect to funnel conversion and how to spot when tracking has broken. Microsoft Excel / 365: Strong ad hoc analysis skills: pivot tables, formulas, data validation, and the ability to turn a raw export into a clear answer quickly. Nice-to-Have Looker Studio: Ability to build or iterate on connected dashboards (trainable for the right person). Salesforce familiarity: Understanding of how HubSpot data flows into SFDC for opportunity and revenue reporting. Data integration: Ability to connect CRM data with web analytics for holistic, multi-system reporting rather than siloed channel views. SEO / SEMrush: Basic organic channel familiarity for connecting content performance to search visibility. Qualifications Bachelor's degree in Marketing, Business, Communications, or related field (or equivalent experience). 2-5 years of B2B marketing analytics or performance marketing experience. Demonstrated HubSpot experience in a reporting and analytics capacity, not just usage. Familiarity with multiple marketing channels (email, content, paid media, social, or events) and how they connect to funnel performance. A track record of delivering insight, not just reports, with examples of surfacing findings proactively and recommending action. Agency experience is preferred. Additional Information Travel Requirements: This role requires travel up to 2 times per year for team meetings and company events. Work Location: This is a remote role. We are open to either US or Canada. Compensation: $74,000 - $92,000 CAD is the projected range for annual base salary for this role depending on the candidate's overall qualifications and experience. This role is eligible for inclusion in our bonus program.