Senior Marketing Data & Insights Analyst

 

With more than $1B in revenue, Tennant Company is a globally recognized leader in the cleaning equipment industry. For the past 150 years, we have been passionate about developing and manufacturing innovative and sustainable solutions for our customers. At Tennant Company, we are committed to stewardship and creating a cleaner, safer and healthier world. With manufacturing, operations and sales, service, and support functions across the globe, your journey at Tennant can take you places you never expected.

 

PURPOSE/SCOPE: 

The Senior Marketing Data & Insights Analyst is responsible for building, maintaining, and interpreting marketing performance data across Tennant, IPC, and Robotics brands. This role transforms complex marketing data into clear, actionable insights that guide campaign decisions, GTM strategy, and business performance reviews. The ideal candidate is both a skilled BI builder and a confident analytical storyteller — someone who can tell leadership not just what the data says, but what it means for the business and what should happen next.

GENERAL RESPONSIBILITIES: 

Data & Reporting

• Build and maintain marketing BI reports and dashboards covering web performance, eCommerce, , CRM pipeline, marketing performance, and campaign analytics
• Ensure all reports and dashboards are accurate and QA-reviewed before distribution
• Publish recurring reports on schedule; manage the marketing BI request queue and collaborate with crossfunctional partners on requests
• Maintain and continuously improve reporting infrastructure using Power BI with a focus on automation, standardization, and usability
• Support execution of Monthly and Quarterly Marketing Metrics Reviews for IBM including data preparation, report builds, and performance tracking
  

Analysis & Insights

• Translate marketing data into clear business narratives, outputs should answer not just what happened, but why it happened and what it means for the business
• Develop and maintain vs. Plan performance analysis as the primary lens for all marketing reporting; include YoY comparisons only when they add explanatory context
• Analyze marketing funnel performance, including MQL to SQL to opportunity to revenue, and identify drivers and barriers by region, brand, and channel
• Identify trends, anomalies, and opportunities in marketing data proactively and surface insights to the Business Intelligence Leader and brand teams without waiting to be asked
• Support web and eCommerce performance analysis including GA4, digital channel attribution, and online conversion tracking
• Contribute analytical support to campaign measurement, demand generation reporting, and GTM performance tracking across Tennant, IPC, and Robotics brands
  
  

Cross-functional Partnership

• Partner with brand teams, regional marketing teams, and product managers to understand data needs and translate business questions into analytical outputs
• Present data and analysis to marketing partners and leadership in clear and concise language, audience should be able to read the summary and understand the business story quickly and effectively
• Standardize and educate marketing stakeholders on KPIs, metric definitions, and data interpretation, help build data literacy across the IBM marketing team
  
  

Continuous Improvement

• Identify and recommend improvements to marketing data collection, reporting processes, and analytical frameworks
• Maintain data governance and report documentation so outputs can be understood, maintained, and built upon by the broader team
• Stay current on BI tools, marketing analytics platforms, and emerging best practices, bringing relevant innovations to the team
  
  

REQUIRED INTERPERSONAL & BEHAVIORAL SKILLS:  In addition to the General Responsibilities, the following are requisite interpersonal and behavior skills of the position as well as:

• Problem-solving mindset
• Strong analytical thinking with the ability to identify the story in the data and communicate it clearly to a non-technical