- 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.
- 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.
- Analyze and report on performance across email marketing, content, paid media (LinkedIn, Google), social, webinars, and events.
- 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.
Data AnalysisMicrosoft ExcelHubSpot