Marketing Operations & Analytics Manager

				Overview:

The healthcare staffing industry is entering a period of explosive growth, and Barton Associates is positioned at the forefront. As a trusted partner to hospitals, clinics, and healthcare systems nationwide, we are expanding our capabilities and seeking a bold, data-driven Marketing Operations and Analytics Manager to drive our next phase of growth.

We are looking for a growth architect, someone who can translate aggressive business goals into scalable, cross-channel marketing strategies and campaigns that deliver measurable revenue impact.

This pivotal role is responsible for architecting, automating, and optimizing our marketing funnel. You will ensure our marketing technology, data infrastructure, and analytics systems work seamlessly to deliver clinician acquisition outcomes. You will collaborate closely with Sales, Analytics, and Technology teams to operationalize customer acquisition and engagement strategies targeting both B2B (facility decision-makers) and B2C (clinicians and providers) audiences.

You will own integrations across our website, Martech stack (Semrush, Sense, Marketo), and Salesforce, ensuring leads flow efficiently. Additionally, you will develop dashboards, lead scoring models, attribution frameworks, and automated workflows that optimize our clinician lifecycle from initial lead through to job submission.

Responsibilities:

Marketing Technology & Automation

* Own administration and optimization of our Martech Stack (Marketo/Sense) and Salesforce, including campaign integration, lead flow, field mapping, and routing rules.
* Govern end-to-end lead-to-revenue SLAs with Sales; drive funnel diagnostics through to provider placements.
* Build and optimize nurture workflows and drip campaigns (welcome series, job alerts, re-engagement sequences).
* Maintain and refine lead scoring and routing logic for maximum recruiter efficiency.
* Partner with Recruiting and Sales teams to ensure timely follow-up and closed-loop feedback.
* Implement TCPA compliant SMS sequences for urgent staffing needs.

Analytics & Reporting

* Develop and manage dashboards in Salesforce and analytics tools, tracking KPIs such as Cost per Lead (CPL), Customer Acquisition Cost (CAC), conversion rates, and job submission velocity.
* Design multi touch attribution models spanning job boards, paid media, SEO, email, social, and referral channels.
* Execute A/B tests and holdout experiments on landing pages, email, and nurture cadences; quantify impact and provide actionable insights.
* Publish weekly Lead Quality Scorecards highlighting acceptance rates, disqualification trends, and optimization recommendations.
* Monitor database health and funnel performance; proactively identify and resolve friction points.
* Present strategic campaign performance data and actionable insights to Marketing and Executive teams.
* Collaborate on building predictive models including Customer Lifetime Value (CLTV), Recency, Frequency, Monetary (RFM) segmentation to drive retention and high-value provider and facility acquisition.

Data Infrastructure

* Ensure CRM and Marketing Automation Platform (MAP) data integrity across campaigns and platforms.
* Own and standardize UTM taxonomy, tracking parameters, and custom event tagging across all campaigns.
* Maintain HIPAA, TCPA, CCPA, and GDPR compliance, managing consent records and vendor agreements.
* Partner with Data Engineering on reverse ETL implementations (such as Hightouch) to enrich Marketo/Sense and Business Intelligence systems with recruiter insights and provider availability.
* Collaborate with web and development teams to instrument website forms, landing pages, and chat solutions.
* Recommend advanced segmentation, personalization, and testing tools to elevate campaign performance.

Cross‑Functional Enablement

* Define and regularly update MQL to SQL criteria alongside Recruiting leadership.
* Conduct training for Recruiters and Marketing teams on dashboards, workflows, and compliance best practices.
* Solicit closed-loop feedback from Recruiters to continually refine scoring models and nurture content.

Qualifications:

Required Qualifications

* 3-5 years in marketing operations, analytics, or demand gen roles.
* Hands-on experience with Semrush, Marketo/Sense, Salesforce (required)
* Hands-on SQL, Python, R skills for attribution analysis and data segmentation. 
* Demonstrated experience with GA4, UTM strategy, attribution modeling, and campaign tagging.
* Experience in high-velocity lead generation environments (healthcare, staffing, marketplaces, B2B and B2C).
* Comfortable in a fast-moving, test-and-learn environment. You know how to prioritize for impact.
* Excellent communication and cross functional collaboration abilities; you translate data into actionable insights clearly and effectively.

Preferred Qualifications

* MBA or Master's degree in Marketing, Analytics, or related field.
* Certifications in Google Ads, HubSpot, Sense, or Marketo.
* Experience within healthcare, staffing, or dynamic B2B and B2C acquisition environments.
* Proficiency with visualization tools such as Domo, Tableau, Looker, or PowerBI.
* Familiarity with website personalization and optimization tools (such as Optimizely, Drift).
			

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