Performance Marketing Analyst

Cranial Technologies is the leading company in the world dedicated to researching, diagnosing, and treating plagiocephaly (flat head syndrome). With over 500,000 babies successfully treated, they are the experts in this field.

They are seeking a data-driven Performance Marketing Analyst to support the implementation, analysis, reporting, and optimization of their digital marketing programs across paid media, organic channels, and the company website.

This is a hands-on role combining performance marketing, marketing analytics, campaigns, and conversion optimization. The Performance Marketing Analyst analyzes performance across the customer journey and provides actionable insights to improve acquisition, engagement, and patient conversion.

The role partners closely with creative, technology, sales, clinical, and Marketing leadership teams to understand business initiatives and turn data into actionable insights.

What Success Looks Like

The ideal candidate is comfortable with tasks ranging from optimizing advertising platforms to digging into GA4 for conversion trends, building dashboards for leadership, overseeing A/B tests, and presenting performance recommendations to stakeholders.

This position is a remote role with 1–2 travel trips per year (3–4 days each). Only candidates residing in the United States will be considered.

Responsibilities

Paid Media & Performance Marketing

• Manage day-to-day implementation, optimization, and analysis of approved paid media campaigns across Google Ads, Meta, and other digital advertising platforms.
• Build campaign structures, audiences, and targeting approaches; draft ad copy; and implement UTM parameters and conversion tracking.
• Monitor campaign performance across the full funnel, including spend, CPC, CTR, cost per consultation, consultation-to-fit conversion, CAC, and other business KPIs.
• Analyze performance at the campaign, ad group, keyword, audience, creative, geographic, and placement levels to identify optimization opportunities.
• Support campaign launches, ongoing optimizations, spend monitoring, budget adjustments, and troubleshoot platform issues.
• Provide performance data and campaign insights to support Marketing leadership’s management of external media and creative vendors.

Marketing Analytics & Reporting

• Develop and maintain performance reporting across paid media, the website, organic search, and other digital channels.
• Use tools such as GA4, Google Tag Manager, Looker/Tableau/Power BI, Supermetrics, and advertising platform reporting to analyze customer acquisition and conversion performance.
• Maintain established UTM standards, campaign tracking, and attribution processes.
• Translate complex performance data into clear insights, recommendations, and actions for marketing leadership.
• Identify trends, performance gaps, and opportunities across the marketing funnel and communicate findings to stakeholders.
• Prepare monthly and quarterly performance reporting, insights, and recommendations for Marketing leadership.

Testing & Conversion Optimization

• Implement and analyze approved A/B tests across advertising, landing pages, website experiences, messaging, and other customer touchpoints.
• Evaluate test results using statistical and performance measures and translate findings into actionable recommendations.
• Analyze user behavior and conversion paths to improve engagement and conversion.
• Partner with the website developer and stakeholders to implement approved landing page and conversion-rate optimization initiatives.
• Use customer and performance data to provide recommendations for messaging, audience, creative, and campaign decisions.

Website and Organic Performance

• Analyze website and landing-page performance and provide recommendations to Marketing leadership.
• Identify opportunities to improve landing pages, content, conversion paths, and overall user experience.
• Support development and Marketing teams with website launches, tracking implementation, and performance improvements.
• Monitor organic search and website performance and identify opportunities for improvement.
• Analyze website behavior and engagement using GA4 and other analytics platforms.

Strategic Campaign Development

• Provide performance insights to creative partners and stakeholders to support advertising concepts and messaging.
• Review and refine campaign headlines, ad copy, calls to action, and messaging based on data and engagement.

Qualifications

• Bachelor’s degree in marketing, marketing analytics, business, statistics, or a related field.
• 2+ years of experience in performance marketing, digital marketing, marketing analytics, or a related field.
• Hands-on experience managing Google Ads and Meta Ads campaigns.
• Strong analytical skills with the ability to interpret large or complex datasets and translate findings into business recommendations.
• Experience with GA4, Google Tag Manager, UTM tracking, attribution, and marketing performance reporting.
• Experience with marketing analytics or visualization platforms such as Power BI, Tableau, Looker preferred.
• Experience with A/B testing, conversion-rate optimization, and performance measurement.
• Strong understanding of digital marketing funnels, customer acquisition, conversion metrics, and marketing KPIs.
• Strong written and verbal communication skills to explain analytical findings to non-technical stakeholders.
• Comfortable working across tactical projects, from campaign execution to data analysis and reporting.
• Strong intellectual curiosity and self-starter mindset.
• Experience with SEO, display advertising, and emerging digital marketing channels is a plus.
• Experience with SQL, data visualization, or marketing data engineering is a plus.