Marketing Data Analyst

Job description

Come work at a place where innovation and teamwork come together to support the most exciting missions in the world! Qualys is looking for a highly analytical, technically strong and business-oriented Marketing Data Analyst to join our Marketing Operations organization in Pune. This role sits at the intersection of Marketing, Sales, Revenue Operations, Marketing Technology, Data and Analytics. The ideal candidate will combine strong analytical capabilities with hands-on experience across CRM, marketing automation, business intelligence and data platforms. The role is designed for someone who can work with data, understand processes, identify business problems, build scalable solutions, automate manual processes, and translate complex data into actionable business insights. The candidate should be proactive and comfortable working closely with global stakeholders, including Campaign Managers, Product Marketing Managers, Sales and Revenue Operations teams. The role will be responsible for providing meaningful marketing data and performance insights, helping stakeholders evaluate campaign effectiveness, ROI and overall business impact, and enabling them to make informed, data-driven decisions. The ability to proactively identify trends, opportunities and areas for improvement - and translate them into actionable recommendations - will be critical to success in this role. Key Responsibilities 1. Funnel & Performance Analytics • Analyze the end-to-end marketing and sales funnel, including Lead, MQL, SAL/SQL, Opportunity, Pipeline and Revenue stages. • Identify funnel conversion rates, bottlenecks, leakage, drop-off points and opportunities for optimization. • Analyze pipeline velocity, lead quality, campaign contribution and marketing-sourced / marketing-influenced pipeline. • Develop analytical frameworks to evaluate the effectiveness of marketing programs and initiatives. • Partner with Marketing, Sales and Revenue Operations teams to identify opportunities to improve funnel performance. 2. Marketing Reporting, Dashboards & Insights • Build and maintain executive-ready dashboards and reporting frameworks using Tableau, Power BI, Salesforce and other data sources. • Develop recurring and ad-hoc reporting for Marketing, Sales and leadership stakeholders. • Establish consistent definitions and reporting methodologies for key marketing metrics. • Ensure data accuracy, consistency and reconciliation across CRM, marketing automation and BI platforms. • Turn complex datasets into clear insights, recommendations and actionable business narratives. 3. Data Analysis, SQL & Data Lake Querying • Write and optimize complex SQL queries to extract, transform and analyze large datasets. • Use CQL / data-lake query languages and related query environments to retrieve and analyze marketing datasets. • Perform segmentation, cohort analysis, funnel analysis and campaign performance analysis. • Combine data from multiple martech systems and data sources to create meaningful business insights. • Investigate data discrepancies, perform root-cause analysis and work with technical teams to resolve data issues. • Develop reusable queries, datasets and analytical frameworks to reduce manual reporting effort. 4. Salesforce & Martech Systems • Work extensively with Salesforce data, including Leads, Contacts, Accounts, Campaigns, Opportunities and related marketing objects. • Understand CRM data structures, lifecycle stages, campaign membership, lead routing and funnel progression. • Partner with Marketing Operations and Sales / Revenue Operations teams to improve CRM data quality and reporting. • Support the design and optimization of marketing processes, workflows and data models. • Monitor data integrity and identify opportunities to improve CRM governance. 5. Marketing Technology & Automation • Work with marketing automation and Martech platforms such as Adobe Marketo Engage, Salesforce and other platforms. • Support integrations and data flows between marketing automation, CRM, enrichment, analytics and other systems. • Identify repetitive or manual processes and develop scalable automation solutions. • Collaborate with Marketing Operations and IT / Business Systems teams on system enhancements, integrations and troubleshooting. • Evaluate new technologies and AI / automation capabilities that can improve marketing efficiency. 6. Campaign, Channel & Market Analytics • Measure performance across campaigns, programs, events, webinars, digital channels and other marketing initiatives. • Analyze campaign engagement, conversion, pipeline contribution and ROI. • Support segmentation and targeting using firmographic, behavioral, engagement and CRM data. • Develop insights that help Marketing teams optimize audience targeting, campaign execution and investment. 7. Data Quality & Governance • Monitor and improve data quality across Martech platforms. • Identify duplicate, incomplete, inconsistent or inaccurate records and develop solutions to address root causes. • Establish and maintain data definitions, business rules and documentation. • Partner with stakeholders to ensure consistent lifecycle, campaign, attribution and funnel definitions. 8. Cross-Functional Partnership • Work closely with Marketing Operations, Demand Generation, Product Marketing, Sales, Revenue Operations, Finance, IT and Data teams. • Translate business requirements into analytical, technical and operational solutions. • Communicate findings clearly to both technical and non-technical stakeholders. • Act as a subject matter expert for marketing data, analytics and reporting. • Proactively identify opportunities to improve marketing processes rather than simply responding to reporting requests. Required Skills & Experience • 4–7 years of experience in Marketing Analytics, Marketing Operations, Revenue Operations, Business Analytics, martech Engineering or a related analytical / technical role. • Strong hands-on experience with SQL - mandatory. • Hands-on experience with CQL / data-lake querying - mandatory. • Strong hands-on experience with Salesforce - mandatory, including understanding of CRM data structures, campaigns, leads, contacts, accounts and opportunities. • Hands-on experience with BI / visualization platforms, with strong preference for Tableau and Power BI. • Strong understanding of B2B marketing and sales funnels, including Lead → MQL → SAL/SQL → Opportunity → Pipeline → Revenue. • Strong analytical and problem-solving skills, with the ability to investigate data and identify root causes. • Ability to translate business questions into data requirements, analysis and actionable recommendations. • Strong Excel / Google Sheets skills, including advanced formulas, pivot tables and data analysis. • Excellent written and verbal communication skills. • Ability to work effectively with global stakeholders across different time zones.