Lead Digital Marketing Analyst. Job in Lansing LilyLifestyle Jobs

Company
Highmark Health

Job Summary
The Lead Digital Marketing Analyst is vital in transforming customer, digital, and campaign data into actionable insights. These insights will drive improvements in acquisition, retention, member experience, and overall marketing effectiveness. Collaborating across Marketing, Digital, Sales, and Enterprise Analytics, this individual will translate complex business questions into effective analytical strategies, create performance dashboards, evaluate campaign ROI, and identify opportunities to enhance engagement throughout the member and patient lifecycle.

This role requires a strong statistical background, advanced marketing analytics expertise, and a deep understanding of healthcare customer journeys, including Medicare, Medicaid, Commercial, and provider engagement pathways. Experience with enterprise data platforms such as Salesforce Data Cloud, Adobe AEP/CJA, and Tableau is highly desired.

Essential Responsibilities

Develop, refine, and communicate comprehensive digital strategies, including web, social, and mobile initiatives. Identify engaging, retail-oriented solutions and best practices to achieve business goals and enhance customer experience.

Collaborate with customers, stakeholders, and technology partners to comprehend business objectives and craft tailored digital marketing programs, serving as a trusted advisor.

Keep management abreast of project progress, interdependencies, challenges, and opportunities while educating stakeholders about new and evolving digital capabilities.

Conduct research and analyze data, competitive activities, and emerging trends to inform digital strategy. Monitor the competitive landscape and related verticals like retail and financial services to generate insights for future development; establish and reassess key performance indicators for all projects and ongoing digital initiatives.

Ensure consistent messaging across digital channels by collaborating with content teams and marketing partners, guaranteeing a uniform customer experience.

Perform additional duties as needed.

Qualifications
Required

High School Diploma or GED

5-10 years of progressive experience in a relevant area

Preferred

5-10 years in marketing analytics, digital analytics, or customer analytics.

Experience in

healthcare , payer/provider environments, or other regulated sectors (preferred).

Proven track record analyzing complex customer and campaign data from CRM, CDP, web/app analytics, and marketing automation platforms.

Experience with Adobe Web SDK or Tealium/Freshpaint event instrumentation.

Background in behavioral science, marketing science, or healthcare consumer experience.

Exposure to machine learning operations (MLOps) or automated model scoring.

Familiarity with call center analytics, provider engagement data, or member experience metrics (CAHPS, HEDIS, STARS).

Technical Skills

Advanced SQL

(window functions, CTEs, analytical modeling).

Tableau / Tableau Next

(LOD expressions, parameters, data modeling, AI-driven insights).

Experience with at least one major CDP/marketing cloud:

Salesforce:

MCI (Datorama), MCE (Engagement), Data Cloud

Adobe:

AEP (RTCDP), CJA

Strong data wrangling capabilities (Dataiku, Python or R preferred).

Analytical Skills

Robust foundation in statistics: regression, hypothesis testing, forecasting, experimental design.

Hands‑on experience with multichannel attribution and media performance evaluation.

Ability to build and interpret predictive models and customer segmentation.

Domain Expertise

Understanding of healthcare marketing (enrollment flows, provider networks, Medicare AEP/OEP).

Familiarity with HIPAA, PHI, consent management, and best practices in data governance.

Skills

Proactive in learning and adapting to new marketing technologies, tools, and AI‑powered platforms.

Exceptional communication and storytelling skills.

Strong stakeholder engagement abilities, comfortable presenting to marketing, product, and executive leadership.

Highly organized and adept at thriving in a fast‑paced, matrixed environment.

Language (Other than English):
None

Travel Requirement:
0% - 25%

PHYSICAL, MENTAL DEMANDS and WORKING CONDITIONS
Position Type

Office‑based

Teaches/trains others regularly

Occasionally

Travel regularly from the office to various work sites or from site‑to‑site

Rarely

Physical work site required

Yes

Lifting: up to 10 pounds

Constantly

Lifting: 10 to 25 pounds

Occasionally

Lifting: 25 to 50 pounds

Rarely

Pay Range Minimum
$72,700.00

Pay Range Maximum
$116,600.00

Base pay is determined by various factors including qualifications, experience, contributions, internal equity, market, and business considerations. The displayed salary range does not reflect geographic differentials that may apply.

Highmark Health and its affiliates are committed to equal opportunity employment and prohibit discrimination based on any protected status.

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