What are the responsibilities and job description for the Data Analyst CRM E-mail Specialist (Hybrid/Remote) position at Northbay?
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.
Qualifications:
Education: Bachelor’s degree in Marketing, Business Analytics, Data Science, Communications, or a related field required. Master’s degree or certifications in CRM systems, marketing analytics, or AI/machine learning applications preferred.
Licensure/Certification: No licenses or certifications are required, however CRM (Salesforce Marketing Cloud Email Specialist, Hubspot Marketing Software, or Marketo certified expert), Analytics (GA4, Looker, Tableau or SQL data certifications), AMA professional Certified Digital Marketer, CX Academy or similar would be relevant.
Experience: (Three) 3 years of experience in digital performance marketing with a proven track record of running successful campaigns.
Skills: Proficiency with CRM, email marketing tools, automation systems digital analytics platforms, Excel, HTML and CSS (to set up emails). This role will be skilled in leveraging data to provide insights to inform strategies and tactical decision-making. Experience with CMS platforms and workflows a plus. Understanding of HIPAA, accessibility (WCAG), OCR tracking guidance, and data governance in healthcare will be necessary to fulfill role. Experience or curiosity for AI-enhanced tools to impact content generation, segmentation, predictive scoring. Proficiency with CRM platforms (e.g., WebMD Ignite, Salesforce, HubSpot), email marketing tools (e.g., Marketing Cloud, Mailchimp), and automation systems preferred. Strong command of digital analytics platforms (e.g., Google Analytics, Looker Studio, Tableau) preferred. Skilled in Excel and other tools for data analysis, modeling, and reporting preferred. Solid understanding of HTML/CSS for email formatting and responsive design preferred. Understanding of WCAG3 accessibility preferred. Editorial planning experience and ability to align content development with strategic marketing goals preferred. Experience with CMS platforms and integration workflows (e.g., Sitecore, WordPress) preferred. Familiarity with AI-enhanced tools (e.g., ChatGPT, Jasper, Persado, Adobe Sensei) for content generation, segmentation, or predictive scoring preferred. Working knowledge of SQL or equivalent data querying tools is a plus preferred.
Competencies:
- Data Literacy and Storytelling: Ability to interpret and translate complex data into actionable insights and clear visual narratives.
- CRM and Audience Segmentation: Skilled in leveraging 1st and 3rd party data for precision targeting and campaign planning.
- Digital Campaign and Content Planning: Experience managing editorial calendars and aligning messaging across digital channels.
- Holistic Journey Thinking: Ability to view marketing from the perspective of the full consumer and patient experience.
- AI-Enabled Marketing Strategy: Proficiency with AI-driven tools for targeting, personalization, and automation.
- Ethical and Compliant Data Use: Knowledge of data privacy laws and ethical considerations in the use of personal and behavioral data.
- Collaboration and Communication: Ability to work cross-functionally and present findings to both technical and non-technical audiences.
- Adaptability and Curiosity: Eagerness to adopt new technologies, experiment with AI tools, and continuously improve digital marketing practices.
Interpersonal Skills: Demonstrates the True North values. The True North values are a set of value-based behaviors that are to be consistently demonstrated and role modeled by all employees that work at NorthBay Health. The True North values principles consist of Nurture/Care, Own It, Respect Relationships, Build Trust and Hardwire Excellence. Collaborates closely with the colleagues on Marketing, Communications and Digital leadership and colleagues, IT, Clinical, Patient Access and other stakeholders as appropriate.
Hours of Work: 40 hours/week, flexible schedule between 7:30 am and 6 pm; occasional evening and weekends to attend NorthBay sponsored events such as health fairs, community events, focus groups, etc.
Remote Work Eligibility:
This position is open to candidates located within the continental United States. Due to state-specific employment requirements and workers’ compensation regulations, we are unable to support remote work arrangements in the following locations: Washington, Ohio, Wyoming, North Dakota, Puerto Rico, and the U.S. Virgin Islands.
Compensation: Starting at $45.26 per hour based on years of experience doing the duties of the role.