Lead Generation Analyst

The Lead Generation Analyst is responsible for owning and optimizing the quality and performance of the leads we purchase, primarily co-registration and third-party leads. This role focuses on evaluating vendor and source performance, setting and refining purchase criteria, and using validation tools and analytics to maximize lead quality, conversion, and ROI.

This role is ideal for someone who is highly analytical, technically sound, and comfortable working hands‑on with lead vendor and validation platforms to diagnose issues, test improvements, and continuously optimize the quality and cost-efficiency of purchased leads.

• Own and manage relationships with third-party lead vendors and co-registration sources, and the tools used to track and validate them (e.g., Leadspedia, TrustedForm, marketing automation tools)

• Configure lead routing, validation rules, compliance checks, and source tracking

• Monitor lead flow, system health, and data integrity across platforms

• Partner with technology, analytics, and compliance teams to ensure systems are scalable, compliant, and reliable

• Analyze lead performance across vendors, sources, and lead attributes (e.g., age, geography, form type) to identify trends, issues, and opportunities

• Evaluate lead quality, conversion rates, cost per lead, downstream performance, and ROI

• Actively adjust purchase criteria, filters, validation rules, and vendor sourcing strategies based on results (e.g., excluding underperforming lead attributes or sources)

• Design and execute structured tests (e.g., vendor mix, purchase criteria, validation thresholds) to improve outcomes

• Build and maintain reporting that provides clear visibility into lead performance and campaign effectiveness

• Investigate performance anomalies and data discrepancies, identifying root causes and solutions

• Translate data into clear recommendations for campaign, sourcing, and technology changes

• Support leadership with actionable insights to guide investment and prioritization decisions

• Work closely with Marketing, Growth Analytics, and Compliance to align lead generation efforts with business needs

• Ensure clear definitions and expectations around lead quality, acceptance criteria, and feedback loops

• Support continuous improvement of lead handoff and downstream performance tracking

• Identify opportunities to improve lead generation workflows, automation, and governance

• Document processes, configurations, and best practices to support scale and consistency

• Stay current on lead generation technology capabilities, industry trends, and compliance considerations

• Bachelor’s degree in Marketing, Analytics, Business, Information Systems, or related field (or equivalent experience)

• 2+ years of experience in lead generation, lead buying/procurement, or lead operations, ideally purchasing third-party or co-registration leads (as opposed to running paid search, paid social, or affiliate campaigns)

• • Experience purchasing co-registration or aggregator leads, particularly in healthcare, insurance, financial services, or other regulated industries

  • Experience working closely with compliance, legal, or risk teams

  • SQL, advanced Excel, or BI tool experience (e.g., Power BI, Tableau) a plus

• Technical problem‑solving

• Data analysis and performance optimization

• Attention to detail and system thinking

• Continuous testing and improvement mindset

• Strong cross‑functional communication

• Autonomous Execution

This is a remote position.

AnewHealth offers a comprehensive benefit package for full-time employees that includes medical/dental/vision, flexible spending, company-paid life insurance and short-term disability as well as voluntary benefits, 401(k), Paid Time Off and paid holidays. Medical, dental and vision coverage are effective 1st of the month following date of hire.