Senior Marketing Analyst, Reporting & Insights

The Senior Marketing Analyst, Reporting & Insights is the senior measurement and reporting owner for Showpad's marketing organization. This person is trusted to take a reporting question from ambiguous, scattered data all the way to an accurate, board-ready answer and to stand behind every number.

Beyond building dashboards, this role identifies where the data actually lives across our platforms, leads the effort to bring the right data into Salesforce as the system of record, and builds reliable reporting from there. It is also an early adopter of AI: using tools such as Claude Cowork to automate recurring reporting and manual data preparation, while holding a high bar for accuracy. The goal is to convert repetitive, manual work into trustworthy automation so the team can spend its time solving business problems and mastering the platforms — not assembling spreadsheets.

This is a role for a self-directed go-getter who is comfortable operating with ambiguity, figuring out who owns the answer to a question, and chasing it down across teams.

Key Responsibilities

Board & Executive Reporting

• Own recurring board-, QBR-, and Marketing Leadership-level reporting: pipeline, funnel performance, campaign effectiveness, channel performance, ROMI, and marketing's contribution to revenue.
• Translate complex, multi-source data into clear, accurate, executive-ready narratives and dashboards for the CMO, Senior Director of Marketing Operations, and board-level discussions.
• Prepare inputs for board decks, planning cycles, and business reviews, and be accountable for the accuracy of every figure presented.
• Establish QA and validation routines so executive reporting reconciles consistently across systems and can be trusted without re-checking.

Cross-Source Data Identification & Salesforce Integration

• Identify and map the data required for reporting across multiple platforms — Marketo, Salesforce, product usage, web analytics (GA4), ABM/intent, enrichment, and finance systems.
• Lead the charge to get the right marketing-level data into Salesforce as the system of record — defining fields, objects, mappings, and integration requirements in partnership with Revenue Operations.
• Own reporting from Salesforce once data lands, ensuring metric definitions and funnel-stage logic are consistent end to end.
• Troubleshoot data discrepancies, sync errors, and gaps across the Marketo-to-Salesforce integration and connected systems.

AI-Enabled Reporting & Automation

• Use AI tools (Claude Cowork or similar) to automate recurring reporting requests and manual data-preparation work.
• Design automation with accuracy built in — source-of-truth checks, validation, and human QA — so speed never comes at the cost of trust in the numbers.
• Continuously convert manual, repetitive reporting tasks into reliable automated workflows, reinvesting the reclaimed time into deeper analysis, platform mastery, and business problem-solving.
• Share AI-enabled reporting practices with the broader marketing team and help raise the team's overall automation maturity.

Performance Measurement & Attribution

• Build, maintain, and optimize marketing dashboards in Salesforce and visualization tools.
• Own and refine attribution models (multi-touch/single-touch) that evaluate marketing's influence on revenue.
• Ensure funnel definitions and stage movements are accurate and consistent across the tech stack.

Strategic Insights & Optimization

• Conduct diagnostic analyses (cohort, funnel, segmentation, content and channel performance) to explain the “why” behind the numbers.
• Analyze spend efficiency to advise leadership on where to invest, optimize, or pull back across channels.
• Support revenue modeling, forecasting, and scenario planning in partnership with Revenue Operations and Finance.

Data Governance & Stakeholder Navigation

• Maintain documentation for metric definitions, naming conventions, and data taxonomy to keep the organization aligned; recommend improvements to marketing data architecture.
• Operate as a self-directed go-getter: proactively determine who owns the answer to a question and pursue it across Marketing, Revenue Operations, Sales, Finance, and IT until resolved.
• Act as the go-to expert for interpreting marketing data and enables the team to read dashboards and self-serve.

Required Qualifications

• 5-7+ years in marketing analytics, revenue operations, or business intelligence, ideally within a B2B SaaS environment.
• Demonstrated experience preparing board- or executive-level marketing reporting, including ownership of accuracy.
• Experience with ARR, pipeline, and funnel reporting in B2B SaaS.
• Advanced Salesforce reporting, with proven experience bringing data from multiple sources into Salesforce (field/object design, integrations) and building reporting from it.
• Hands-on experience using AI tools (Claude Cowork or similar) to automate reporting or analysis while maintaining reporting accuracy.
• Strong technical grasp of the Lead-to-Revenue funnel, including conversion rates, velocity, and multi-touch attribution logic.
• Proficiency with data visualization tools (AWS QuickSight preferred) and Google Suite.
• Hands-on experience with marketing automation platforms (Marketo preferred) and how they integrate with CRM and web analytics (GA4 preferred).
• Exceptional data storytelling: the ability to turn complex findings into clear, “so-what” narratives for executive audiences.
• Communicate complex data mapping and reconciliation efforts clearly to both technical and business audiences.
• Self-directed and comfortable with ambiguity — able to figure out who to talk to and drive to answers without being handed the path.

Preferred Qualifications

• Experience with attribution platforms or intent data providers (e.g., Full Circle Insights, Bizible, Qualified).
• Track record of building reporting automations or AI-assisted workflows in a marketing or RevOps setting.
• Experience partnering closely with Revenue Operations, Sales Ops, and/or Finance.

Working Style

• A go-getter who takes ownership of turning ambiguous questions into accurate answers.
• Obsessive about reporting accuracy; treats board-level numbers as sacred.
• A pragmatic adopter of AI — automates the manual, protects the accurate, and frees time for higher-value work.
• Comfortable operating across teams and driving to resolution in a fast-moving environment.