Business Analyst – Marketing Analytics

Skillsoft is seeking a Marketing Analytics Business Analyst to support the development of marketing performance reporting, analytics frameworks, and data-driven insights that guide marketing strategy. In this role, you will have the opportunity to work closely with the Marketing Operations and cross-functional marketing leaders to translate business questions into analytical outputs, dashboards, and insights. The analyst will help build and maintain reporting infrastructure across tools such as Salesforce, Power BI, and marketing attribution platforms, enabling marketing leadership to measure pipeline contribution, campaign performance, and customer engagement.

As our Marketing Analytics Business Analyst, you won't just report on data—you’ll be the architect of our 'truth.' You will bridge the gap between raw data and strategic decisions, helping Skillsoft understand exactly how every marketing dollar drives global growth.

Key Responsibilities

• Measuring the Funnel by developing and maintain dashboards that track key marketing performance metrics including:
  • Pipeline generated
  • Pipeline influenced
  • Campaign performance
  • Conversion rates across funnel stages
  • Marketing contribution to revenue
• Support the development and maintenance of Power BI dashboards used by marketing leadership and the executive team.

Marketing Attribution & Pipeline Analysis

• Assist in analyzing marketing influence across the customer journey using attribution models.
• Work with marketing and sales leadership to understand how marketing programs contribute to pipeline generation and deal progression.
• Help evaluate the effectiveness of marketing channels including digital campaigns, webinars, events, and content programs.
• Storytelling & Insights: Analyze large datasets, dashboards, salesforce reports to identify trends, opportunities, and areas for optimization across marketing programs.
• Deliver actionable insights to marketing stakeholders through presentations, reports, and written analysis.
• Support the weekly and monthly reporting cadence used by leadership teams to evaluate marketing performance.

Cross-Functional Collaboration

• Partner with stakeholders across:
  • Growth Marketing
  • Product Marketing
  • Brand & Content
  • Field Marketing
  • Marketing Operations
  • Sales Operations
• Translate business questions into clear analytical requirements and reporting outputs.
• Data Governance & Integrity Support efforts to improve data accuracy and reporting consistency across marketing and CRM systems.
• Help define reporting standards, metric definitions, and documentation for marketing KPIs.
• Identify opportunities to automate reporting and improve analytics workflows.

Required Qualifications

• 5-7 years of professional experience in business analytics, marketing analytics, data analysis with a Bachelor’s degree in Business, Analytics, Marketing, Economics, Statistics, or a related field or 2-5 years of experience with a Masters degree in relevant field
• Experience working with CRM and marketing data (Salesforce preferred)
• Strong experience with data visualization tools such as Power BI
• Proficiency in Excel and data analysis techniques
• Ability to translate complex data into clear insights for non-technical stakeholders
  • Strong analytical and problem-solving skills, as well as excellent communication and presentation skills
• Experience working with marketing analytics or demand generation teams
• Familiarity with marketing attribution models
• Experience writing SQL queries to analyze large datasets
• Experience working with marketing automation platforms (Pardot, MCAE)
• Solid understanding of B2B marketing funnels and pipeline metrics

What Success Looks Like in This Role

Over the first 90 days, this role will drive the rapid maturation of our global marketing data analytics function by:

• Bridging the Gap Between Data and Action: Transition from "pulling reports" to "delivering stories," providing monthly performance retrospectives that offer clear recommendations for budget and campaign optimization.
• Driving Operational Efficiency: Identify and automate at least two high-touch manual reporting processes, freeing up the team to focus on strategic analysis rather than data entry.
• Becoming a Trusted Strategic Partner: Serve as the go-to analytics expert for Growth and Field Marketing, translating complex business questions into clear, technical requirements and actionable outputs.