Digital Marketing Analyst

The Digital Marketing Analyst supports Novant Health’s marketing efforts by analyzing paid media campaign performance and translating data into actionable insights that help optimize digital advertising and drive new patient acquisition. This role partners with Marketing and Analytics teams to measure campaign effectiveness, understand the patient journey from awareness to conversion, and identify opportunities to improve advertising performance. The ideal candidate combines analytical thinking with strong communication skills to turn complex data into meaningful insights that inform marketing strategy and business decisions.

• The opportunity to use data and analytics to support marketing strategies that connect patients with the care they need.

• Collaboration with Marketing, Analytics, and cross-functional partners to improve digital advertising performance.

• The ability to contribute to data-driven decisions that support new patient acquisition and ongoing marketing optimization.

• Education:
  • 4 Year / Bachelors Degree, required.
  • Marketing, Business, Statistics, Economics, Data Science, or a related field.
• Experience:
  • 1 year Digital marketing analytics & reporting Digital campaign planning SEO/SEM analytics & optimization Google Analytics/Google Ads, required.
• Licensure/Certification:
  • Google Analytics (GA4), preferred.
• Additional Skills (required):
  • Experience with digital attribution, campaign performance measurement, and web analytics (Google Analytics, Facebook Ads Manager, Google Ads, etc.)
  • Basic understanding of digital marketing tactics including paid search & paid social as well as ad performance optimization including A/B testing
  • Familiarity analyzing and explaining digital campaign performance metrics such as impressions, clicks, CTR, CPC, CPA, and conversions
  • Ability to go beyond high-level summary reporting, into deeper digital attribution work
  • Foundational understanding of and ability to implement ad optimization tactics including A/B testing and digital audience targeting
  • Proficiency with data analysis tools such as Excel, and experience with visualization tools like Power BI
  • Excellent analytical thinking and problem-solving skills
  • Strong communication skills with the ability to translate complex data into understandable insights
  • Detail-oriented with strong organizational and project management skills
  • Ability to work collaboratively in a fast-paced, dynamic environment
• Additional Skills (preferred): 
  • Analyze marketing data from multiple channels including digital campaigns, social media, email marketing, SEO, PPC, and traditional marketing efforts
  • Drive understanding of the full patient digital journey, from top to bottom funnel, translating insights into operational improvements within Novant Health's patient acquisition technology portfolio
  • Use Wrike to project manage and report on operational projects within the patient acquisition technology portfolio, maintaining task ownership, milestones, and status visibility for stakeholders
  • Gather business requirements from marketing stakeholders and document goals, use cases, success metrics, and dependencies for reporting
  • Help establish and maintain operational processes that improve efficiency, consistency, and accountability for digital campaign development
  • Collaborate with marketing, teams to identify growth opportunities and optimize customer acquisition and retention strategies
  • Analyze market and competitor research to translate marketing trends and consumer behavior into strategic planning
  • Present insights and recommendations to senior management and stakeholders in clear, actionable formats
  • Lead ad hoc data analysis projects and support cross-functional teams with marketing intelligence needs
  • Help analyze and optimize campaigns; review performance metrics, data, and trends to help the team strategize and improve digital campaign results
  • Support performance marketing efforts by assisting with tasks such as optimizing budget allocation, testing ad copy, exploring new platforms, and preparing detailed performance reports
  • Contribute to marketing initiatives and help coordinate and execute marketing efforts aligned with organization objectives and participate in strategic planning discussions
  • Support data quality and help maintain consistent tagging, tracking, and naming so campaign data stays accurate and reliable
  • Contribute to marketing technology evaluations; support vendor evaluations and SOWs, helping the team select and manage tools that fit its needs
  • Understand and communicate the guardrails of HIPAA-compliant marketing, guiding teams on what can and cannot be measured while still delivering the insights leadership needs
  • Support new mover acquisition campaigns by tracking performance, pulling audience data, and reporting on how newly relocated patients engage with Novant Health across the funnel

• Analyze paid media campaign performance across Novant Health’s marketing channels to identify trends, measure effectiveness, and uncover opportunities for improvement.

• Develop insights into the digital patient journey, from initial awareness through conversion, to better understand campaign impact and support new patient acquisition.

• Monitor and report on key campaign metrics, translating findings into clear, actionable recommendations for marketing optimization.

• Partner with Marketing and Analytics team members to understand business goals, gather reporting requirements, and ensure insights support decision-making.

• Identify opportunities to optimize digital advertising strategies based on campaign data, performance trends, and patient acquisition goals.

• Communicate campaign results and analytical findings to stakeholders in a clear, concise, and meaningful way.

Bachelor's degree in marketing, business, statistics, economics, data science or related field; 1 year digital marketing analytics and reporting; Google Analytics/Google Ads; digital attribution and web analytics; Excel and Power BI; strong analytical and communication skills.

Key Responsibilities

• analyzing campaign performance
• developing patient journey insights
• monitoring key metrics

Skills & Tools

Google Analytics, Google Ads, Facebook Ads Manager, Microsoft Excel, Power BI, Wrike

Job Details

• Category: Marketing
• Seniority: Entry Level
• Commitment: Full Time
• Workplace: Remote — North Carolina, United States
• Languages: English

About Novant Health

A healthcare system providing medical services and marketing analytics. — Industry: Healthcare