Marketing Performance Analyst

Role Overview

Prosci is hiring a Marketing Performance Analyst to support the Performance Marketing team within the Global Marketing Center of Acceleration. The purpose of this position is to help the marketing organization act more quickly and intelligently by turning performance data into practical decisions before the team needs to ask for them.

In this role, you will lead reporting and analysis for marketing performance across HubSpot and major channels, including paid media, email, content, social, and events. Accurate reporting is essential, but the role goes further than that: you are expected to interpret what the numbers mean for the business, identify the underlying cause when performance changes, and finish every output with a clear recommendation.

Prosci is looking for someone who naturally looks for root causes, challenges surface-level explanations, and knows that numbers without context do not create value. Tool training is possible; the ability to think critically in this way is what makes the role important.

Founded in 1994, Prosci focuses on helping organizations navigate change through its ADKAR®-based methodology, advisory services, training, licensing solutions, and Kaiya, its AI change management coach. The company describes itself as purpose-driven, collaborative, curious, and results-oriented, with a culture centered on learning, growth, and impact.

What You Will Do

• Lead monthly and quarterly performance reporting for leadership and the Performance team, using clear narrative structure instead of presenting raw data alone.
• Spot unusual patterns, shifts, and emerging trends early, and bring a hypothesis about the reason along with a suggested response.
• Convert channel and funnel metrics into business language so stakeholders understand what is working, what is underperforming, what should change, and what happens if nothing changes.
• Prepare KPI reporting for B2B audiences across global regions and key segments such as Enterprise and Practitioner, while keeping definitions consistent and limitations transparent.
• Use HubSpot as the main reporting source, managing custom reports, attribution views, campaign analysis, lifecycle-stage reporting, and dashboards.
• Study funnel movement from MQL to SQL to Opportunity to Closed Won, with attention to lead quality, conversion rates, and pipeline speed so marketing activity can be linked to revenue outcomes.
• Review attribution data critically and apply or refine multi-touch models such as first-touch, last-touch, linear, and time-decay while being honest about the limits of those models in a long B2B sales cycle.
• Identify reporting issues such as missing UTMs, inconsistent lifecycle stages, and attribution gaps, then work with Marketing Ops to correct them.
• Measure performance across email, content, paid media, social, webinars, and events, with attention to CAC, pipeline contribution, ROAS signals, and marketing-sourced revenue rather than just impressions or traffic.
• Support account-based marketing measurement for enterprise audiences by evaluating engagement at the account level instead of relying only on lead volume.
• Analyze A/B tests for ads, landing pages, and email content, and explain what the results indicate, why the outcome likely happened, and what should be tested next.
• Highlight optimization opportunities such as budget reallocation, audience hypotheses, and content patterns based on what the data is actually showing.
• Create practical dashboards and reports in HubSpot and Looker Studio that regional teams and leadership can use confidently.
• Work with Performance Marketing on paid media measurement as well as organic monetization and optimization signals.
• Partner with Marketing Ops on data quality, tracking requirements, and UTM standards.
• Coordinate with Sales and Sales Ops to align on pipeline and revenue definitions, shared goals, and lead quality criteria.
• Help regional marketers understand dashboards and apply consistent measurement practices across markets.

What Prosci Is Looking For

The strongest candidates will not only produce solid reporting, but will also turn that reporting into insight. Prosci values people who question assumptions, investigate the reason behind performance changes, and build a point of view from the data.

• You think in hypotheses rather than descriptions, testing assumptions and knowing how to react when results differ from expectations.
• You dig into declines or spikes until you can explain the root cause in a way that supports action.
• You understand pipeline, funnel economics, and campaign logic well enough to connect data to business outcomes.
• You naturally tell the story behind the numbers and ensure every deliverable ends with a recommendation.
• You are comfortable working across teams and translating complexity for both executive and regional audiences.

Technical Experience

• Deep working knowledge of HubSpot, including custom reports, attribution, campaign reporting, lifecycle reporting, dashboards, and familiarity with Data Hub.
• Email marketing analysis skills, including open rates, click-through performance, deliverability, list health, and funnel impact.
• Content performance analysis, with the ability to evaluate pipeline contribution and engagement quality beyond pageviews.
• Paid media reporting experience across LinkedIn Ads and Google Ads, including CPL, ROAS signals, audience results, and spend-to-pipeline connections.
• Strong understanding of campaign tracking practices, especially UTM structure and tagging discipline.
• Working knowledge of GA4 and ad-platform tracking such as LinkedIn Insight Tag and Google Ads conversion tracking.
• Strong Excel or Microsoft 365 skills for ad hoc analysis, including formulas, pivot tables, data validation, and quick interpretation of exports.
• Helpful but not essential: Looker Studio, Salesforce data flow familiarity, cross-system data integration, and basic SEO/SEMrush knowledge.

Qualifications

• A bachelor's degree in Marketing, Business, Communications, or a similar field, or comparable experience.
• 2 to 5 years of experience in B2B marketing analytics or performance marketing.
• Proven hands-on experience using HubSpot for reporting and analytics, not just general platform use.
• Exposure to multiple channels such as email, content, paid media, social, or events and how they affect funnel performance.
• A record of generating insights proactively and recommending action, not merely producing reports.
• Agency background is preferred.

Additional Information

This is a remote role and candidates based in the US or Canada may be considered. The position requires travel up to two times per year for team meetings and company events.

The projected annual base salary range is CAD 74,000 to CAD 92,000, depending on qualifications and experience. The role is also eligible for the company bonus program.

Prosci is focused on creating a world where change is done right and offers a culture built on continuous learning, growth, and meaningful impact.