The Data Analyst plays a key role in supporting PCMA’s data-driven marketing strategy by providing analytics, dashboards, and performance insights across digital channels, campaigns, events, and membership engagement.

This role focuses on transforming marketing and engagement data into actionable insights that help optimize campaigns, improve audience targeting, and support data-informed decision-making across the organization.

Reporting to the Director of Digital Experience & Data Strategy, the Data Analyst will develop dashboards, analyze campaign performance, and support reporting across CRM, marketing automation platforms, and digital analytics tools.

This role is a hands-on analytics position focused on marketing performance measurement and insight generation.

ESSENTIAL DUTIES AND RESPONSIBILITIES

Digital Marketing & Experience Strategy

• Lead the development and execution of PCMA’s digital marketing strategy across web, email, marketing automation, and campaign experiences.


• Ensure digital channels are optimized to support key business objectives, including membership growth, event registrations, education enrollment, and thought leadership engagement.


• Partner with content and campaign teams to design digital experiences that guide audiences through clear, data-driven journeys from awareness to conversion.

Audience Insights, Analytics & Segmentation

• Own PCMA’s audience intelligence framework, including segmentation, personas, lifecycle modeling, and journey mapping across member and customer types.


• Translate behavioral, engagement, and performance data into actionable insights that inform campaign strategy, content prioritization, and channel optimization.


• Establish and monitor key digital and audience performance metrics (e.g., engagement, conversion, retention, pipeline contribution), providing regular insights and recommendations to stakeholders.

Data Strategy & Activation

• Serve as the primary marketing partner for data strategy—ensuring CRM, marketing automation, and digital platforms are aligned to support targeting, personalization, and measurement.


• Collaborate with technology and data teams to improve data quality, governance, and usability for marketing purposes.


• Enable consistent, scalable use of data across campaigns while reducing redundancy, inefficiency, and manual work.

AI Enablement & Innovation

• Identify and pilot practical AI use cases that enhance marketing effectiveness, such as audience modeling, predictive insights, personalization, testing, and content optimization.


• Partner with internal teams and vendors to responsibly integrate AI tools into existing marketing workflows over time.


• Help establish best practices for ethical, transparent, and effective use of AI in marketing and communications.

Execution, Optimization & Collaboration

• Remain actively involved in hands-on execution, testing, and optimization of digital campaigns and experiences.


• Work cross-functionally with content, events, membership, education, and foundation teams to align audience strategy and ensure consistent experiences across touchpoints.


• Support team capability building by sharing insights, frameworks, and best practices related to digital performance, analytics, and audience understanding.