Marketing Data Analyst

At Newforma, you’ll help shape the future of project information management for architects, engineers, and contractors worldwide. Join a team that’s trusted by over 1,500 firms to simplify how they work. Together, we’re creating tools that connect people to the information they need, faster and smarter. Let’s build something great.

We’re looking for a Marketing Data Analyst who truly loves data, dashboards, and digging into the story behind the numbers. Reporting to the VP of Marketing, this role focuses specifically on how our marketing programs, channels, and spend influence pipeline and revenue. 

You’ll live in Salesforce, HockeyStack, Excel, and our channel platforms, helping the marketing team understand what’s working, what’s not, and what we should do next. If calculating ROAS, CAC, and quota coverage sounds energizing, and you enjoy using data to spark constructive conversations with sales, this role is for you.

In this role, your responsibilities will include

• Analyzing performance across email, social, 6sense, LinkedIn campaigns, and other channels to understand which programs, audiences, and messages drive engagement, opportunities, and revenue.
• Working hand-in-hand with the RevOps team and their owned pipeline and revenue data in Salesforce to understand how marketing-sourced and marketing-influenced opportunities progress through each stage, and where they stall or accelerate.
• Building and maintaining dashboards and reports that show where pipeline is coming from, how it is progressing through each marketing funnel stage, and where it is lagging, by segment, channel, and campaign.
• Performing granular closed-won and closed-lost analysis to identify which programs, channels, and touch patterns are most strongly associated with successful outcomes, and where deals tend to fall out of the funnel.
• Calculating and interpreting key performance metrics such as ROAS, CAC, CPL, cost per opportunity, cost per SQL, cost per opportunity stage, MQL-to-SQL, SAL, and SQL-to-opportunity conversion rates, stage-to-stage funnel conversion, funnel velocity, channel and campaign-level ROI, impression share, reach and frequency, CTR, CPC, CPM, form-fill and demo-request conversion, email open and click-through rates, unsubscribe and spam rates, webinar and event registration and attendance rates, website traffic, new vs. returning visitors, traffic by source/medium/campaign, bounce rate, time on page, pages per session, content engagement, intent and account engagement scores, and contribution to pipeline and closed-won revenue, and turning these into clear, prioritized recommendations for budget allocation, channel mix, and campaign optimization. Ouff… if you didn’t run away yet, we’re feeling really good about your candidacy.
• Partnering with Revenue Operations and Sales to assess pipeline health and quota coverage from a marketing perspective, identifying where additional pipeline is required (by segment, region, and rep) and which marketing programs are best suited to close those gaps.
• Reviewing the performance, adoption, and use cases of our marketing tech stack (including HubSpot, 6sense, and related tools) to identify underused features, missed automation or personalization opportunities, and overlapping capabilities, and making clear recommendations on how to better leverage, consolidate, or phase out tools based on their actual impact on pipeline and revenue.
• Working closely with the demand generation team to measure the impact of always-on and campaign-based programs from first touch through to closed-won revenue, including multi-touch attribution where applicable.
• Helping refine and operationalize marketing attribution approaches so the team has a reliable view of marketing-sourced and marketing-influenced pipeline and revenue.
• Proactively surfacing insights, trends, and anomalies in the data, and packaging them into stories, visuals, and recommendations that inform campaign planning, channel mix, and sales enablement priorities.

Requirements for the position include

• 3–6 years of relevant experience in marketing, analytics, business intelligence, or a related field, with a strong analytical focus.

• Strong analytical skills and a genuine love of working with numbers, large data sets, and multi-stage funnels.
• Advanced experience with Excel (or Google Sheets), including formulas, pivot tables, and data manipulation.
• Hands-on experience using Salesforce data for reporting and analysis (pipelines, stages, opportunities, and related objects).
• Experience with marketing analytics or attribution tools (HockeyStack or similar) and channel platforms such as email, social, ABM/intent tools (e.g., 6sense), and LinkedIn.
• Demonstrated ability to calculate and interpret metrics such as ROAS, CAC, CPL, cost per opportunity, stage-to-stage conversion, and funnel velocity.
• Ability to translate complex data into clear, concise insights and recommendations for marketing and sales stakeholders.
• Strong attention to detail and commitment to data accuracy and process quality.
• Excellent communication and collaboration skills, with the confidence to ask hard questions and challenge assumptions in a constructive way.

Nice to have qualifications for this position include

• Bachelor’s degree in Business, Analytics, Economics, Mathematics, or a related field is preferred.
• Experience in B2B SaaS, especially in a sales-led or hybrid sales/PLG environment.
• Familiarity with tools like HubSpot, BI platforms, or SQL for deeper analysis and automation.
• Bilingual in English and French.

Why Work at Newforma?

• Purpose-driven work: Help professionals in the AECO industry solve real-world challenges.
• Global impact: Our tools are used on over 16 million projects worldwide.
• Collaborative culture: Work alongside talented teammates who value your input.
• Room to grow: We support your career development through learning opportunities and mentorship.
• Innovation at its core: Be part of a company that’s always evolving to meet industry needs.

At Newforma, we don’t just create software, we create solutions that make life easier for architects, engineers, and contractors around the globe. If you’re passionate about delivering tools that solve real problems while working in a supportive environment that values your growth, join us today. Together, we’ll shape the future of project and information management.