Analyst – Performance Marketing

Position Summary: The Marketing Analyst position is a mid-level role responsible for measuring, analyzing, and optimizing paid media investments to drive learner acquisition and revenue growth across Penn Foster Group’s portfolio of education brands. This role sits at the intersection of data and marketing strategy, translating complex campaign and attribution data into clear, actionable insights for marketing and business stakeholders. The analyst will work hands-on across platforms including Meta Ads, Google Ads, and Google Analytics (GA4), while leveraging SQL and Databricks to build scalable, reliable measurement infrastructure. A strong understanding of media measurement methodologies and Marketing Mix Modeling is essential to quantifying the true impact of media investment and informing strategic planning.   Essential Job Functions:  Analyzes performance marketing campaign data across paid search, paid social, and display channels (Google Ads, Meta) to identify optimization opportunities and inform media budget allocation decisions. Builds, maintains, and automates reporting dashboards and data pipelines using SQL and Databricks to support ongoing measurement, performance monitoring, and stakeholder reporting. Works with Marketing Mix Models (MMM) and attribution tools (e.g. Measured) to quantify the incremental impact of media spend across channels and support strategic media planning and budget recommendations. Implements and manages tracking, tagging, and attribution frameworks within Google Analytics (GA4) to ensure accurate, consistent, and complete data capture across digital touchpoints. Designs and analyzes A/B and incrementality tests in partnership with media and brand teams, translating results into clear, actionable optimization recommendations. Monitors KPIs like CPA/CPM, ROAS, LTV, and conversion rates; and proactively surfaces meaningful trends, anomalies, and opportunities to marketing leadership. Translates complex data findings into concise, compelling narratives and presentations for marketing and cross-functional stakeholders at varying levels of data fluency. Supports media planning by providing audience insights, historical performance benchmarks, and channel-level forecasts to guide investment decisions. Partners with data engineering and technology teams to ensure marketing data infrastructure is accurate, scalable, and aligned with evolving measurement needs. Knowledge, Skills, Abilities:  3–5 years of experience in performance marketing analytics, media measurement, or a closely related data-driven marketing role. Proficiency in SQL for data querying, transformation, and analysis; hands-on experience with Databricks or a comparable cloud data platform required. Hands-on experience with Google Analytics (GA4), including event tracking, attribution modeling, and performance reporting. Working knowledge of paid media platforms—specifically Google Ads and Meta Ads Manager—including campaign structure, bidding strategies, and performance metrics. Familiarity with Marketing Mix Modeling (MMM) concepts, methodologies, and practical application in a media planning or budget optimization context Experience with data visualization tools such as Looker, Tableau, or similar platforms preferred. Bachelor’s degree in Marketing, Statistics, Economics, Data Science, or a related quantitative field. Strong analytical and critical thinking skills with a demonstrated ability to connect data insights to business strategy and outcomes. Excellent written and verbal communication skills, with the ability to present technical findings clearly and persuasively to non-technical audiences. Highly organized, detail-oriented, and comfortable managing multiple priorities and deadlines in a fast-paced environment. About Us:  At Penn Foster Group, we are transforming online learning to help learners by uniting Penn Foster, CareerStep, Ashworth College, James Madison High School, the New York Institute of Photography, the New York Institute of Art and Design, and other education platforms. Together, we create an accelerated path to greater economic mobility through real-world skills and knowledge that enable them to achieve long-term success in the workplaces of the future.  Our history dates back to 1890 when our founder, Thomas Foster, pioneered distance education by offering training by mail for coal miners to get the necessary skills for safer jobs. Today, with the partners who use our education and training programs, we continue that mission of providing accessible training and education for in-demand skills and are building a workforce that’s prepared for the future job market. Equal Employment Opportunity: We strive toward Diversity, Equity, and Inclusion at Penn Foster Group by intentionally building teams that are diverse – in identities, lived experiences, and ideas to create a culture where people feel connected to each other and have a sense of belonging. We value diversity, equity, and inclusion because it is the foundation that enables us to achieve what we set out to do as an organization – from maximizing the number of learners who can reach their goals while giving them the kinds of experiences we want them to have, to becoming the type of company we want to work in.    What We Offer:   We offer a robust benefits package that includes medical, dental, vision, flexible spending, generous paid time off, sponsored volunteer opportunities, a 401K with a company match, plus free access to all of our online programs