Northbay

Compensation

Full Description

At NorthBay Health, the Data Analyst and CRM & Email Specialist plays a critical role in leveraging data-driven insights and automation to enhance digital marketing performance. The role owns data reporting and dashboard development across the entire consumer and patient journey, providing visibility into opportunities, engagement, conversion, and performance across key touchpoints by interpreting data from CRM, CMS, and digital platforms, which are currently being evaluated and modernized to support an integrated experience. This role supports the marketing automation strategy, including the development of audience segments and the management of email communications across the consumer lifecycle. It contributes to content strategy by aligning audience insights with the business objectives of NorthBay Health and its service lines. With the growing integration of artificial intelligence, the role will have opportunities to introduce AI-driven tools for personalization, targeting, and optimization, and may leverage additional automation channels such as SMS/text messaging, web personalization, chatbots, and more. At NorthBay Health, our vision is to be the trusted healthcare partner of choice for the communities we serve. We are dedicated to improving the well-being of our community by providing accessible, high-quality care to all who need it. Every member of our team plays a vital role in delivering compassionate and effective healthcare solutions. We invite you to join us in our mission to ensure that every patient and family member feels valued, respected, and cared for throughout their healthcare journey. Together, with your commitment to excellence, we will achieve our vision to be the trusted healthcare partner of choice for the communities we serve. PRIMARY JOB DUTIES Design, build, and maintain dashboards and reporting frameworks from digital platforms (e.g., Google Analytics, Meta, programmatic systems), CRM (e.g., WebMD Ignite, Salesforce, HubSpot) and CMS (e.g., Sitecore, WordPress) to identify actionable insights and support campaign and consumer experience strategies. Use both 1st and 3rd party data to build and refine high-value audience segments, integrating behavioral, demographic, and intent-based insights. Develop and present visualizations to communicate performance trends, consumer behavior, and content engagement to stakeholders. Design, execute, and optimize email marketing campaigns and other touchpoints of the consumer journey that support brand awareness, lead generation, service line promotion, and conversion. Maintain and manage an editorial calendar for email marketing and digital communications, ensuring alignment with organizational goals, seasonal trends, and cross-channel campaigns. Contribute meaningfully to content strategy by analyzing audience behavior, identifying informational gaps, and recommending content aligned with consumer interests and business priorities. Serve as a subject matter expert on emerging technologies, marketing automation, data privacy, and ethical AI practices within marketing for audience targeting, email personalization, predictive modeling, and A/B testing to improve campaign performance and efficiency. Monitor campaign metrics (e.g., deliverability, open/click rates, conversions) and implement recommendations for continuous improvement. Maintain and enhance data integrity within CRM systems, ensuring segmentation accuracy and synchronization across platforms. Support the integration of CRM and CMS data to support a cohesive consumer journey, while managing consent, preferences, and data privacy in line with HIPAA, CAN-SPAM, and GDPR where applicable.