Lead Digital Marketing Analyst

Company: Highmark Health

Job Summary

We are seeking a talented Lead Digital Marketing Analyst who will play a vital role in converting customer, digital, and campaign data into actionable insights. These insights will help enhance our acquisition, retention strategies, member experience, and marketing effectiveness. You will collaborate with various teams including Marketing, Digital, Sales, and Enterprise Analytics to address business questions through analytics, develop performance dashboards, assess campaign ROI, and identify engagement opportunities throughout the member and patient journey.

This position requires strong statistical knowledge, advanced marketing analytics skills, and a robust understanding of healthcare customer pathways, including Medicare, Medicaid, and Commercial insights. Experience with tools like Salesforce Data Cloud, Adobe AEP/CJA, and Tableau is highly desirable.

Essential Responsibilities

• Develop and refine digital strategies to enhance web, social, and mobile engagement, ensuring alignment with business objectives and a superior customer experience.
• Collaborate with clients, stakeholders, and technological partners to grasp business, multi-channel marketing, brand, and content strategies, resulting in tailored digital marketing solutions.
• Keep management updated on project progress, dependencies, challenges, and opportunities while educating stakeholders about new digital capabilities.
• Analyze research, trends, and competitive activities to inform digital strategy and adjust key performance indicators for ongoing projects and digital capabilities.
• Ensure messaging consistency across digital channels by collaborating with content and cross-channel marketing teams.
• Perform additional duties as required.

Qualifications

Required

• High School Diploma or GED
• 5-10 years of relevant experience in marketing analytics or similar roles

Preferred

• 5-10 years in marketing analytics, digital analytics, or customer analytics.
• Experience in healthcare or regulated industries.
• Proven ability to analyze complex datasets from CRM, CDP, and marketing platforms.
• Experience with Adobe Web SDK or Tealium event instrumentation.
• Background in behavioral science, marketing science, or healthcare consumer experience.
• Familiarity with MLOps or automated model scoring.
• Knowledge of call center analytics and member experience metrics.

Technical Skills

• Advanced SQL skills including window functions and analytical modeling.
• Proficient in Tableau or Tableau Next for data visualization.
• Experience with at least one major CDP or marketing cloud, such as Salesforce or Adobe.
• Strong data wrangling abilities, preferably with Dataiku, Python, or R.

Analytical Skills

• Solid foundation in statistics, including regression and hypothesis testing.
• Experience in multichannel attribution and media performance evaluation.
• Able to build and interpret predictive models and customer segmentation.

Domain Expertise

• Understanding of healthcare marketing and enrollment processes.
• Familiarity with HIPAA and data governance best practices.

Skills

• Proactive in learning new marketing technologies and tools.
• Exceptional communication and storytelling capabilities.
• Strong engagement skills, comfortable presenting to diverse audiences.
• Highly organized and adept at working in a fast-paced environment.

Travel Requirement: 0% - 25%

Physical Demands and Working Conditions

This role will be primarily office-based, with occasional requirements for teaching/training others and light lifting up to 25 pounds.

Pay Range Minimum: $57,700.00

Pay Range Maximum: $107,800.00

Highmark Health is committed to diversity and inclusion, and we welcome applications from all qualified individuals. We adhere to ethical and legal standards and are dedicated to providing an accessible workplace for everyone.

Req ID: J273819