Senior MarTech Specialist, Marketing Analytics & Web Platforms (MarTech)

We are looking for a Senior MarTech Specialist, Marketing Analytics & Web Platforms who will play a pivotal role in shaping how marketing teams leverage analytics, technology, and web platforms to drive business growth, customer engagement, and marketing effectiveness.

As a Senior MarTech Specialist, Marketing Analytics & Web Platforms , you will be responsible for transforming data generated across the MarTech ecosystem into trusted, actionable insights that support strategic business decisions. You will own and evolve the marketing measurement framework, analytics architecture, reporting ecosystem, and web platform roadmap to ensure marketing performance is clearly measured, understood, and optimized.

In this highly collaborative global role, you will work closely with Brand, Marketing & External Communications (BMEC), Digital Technology (DT), and business stakeholders to build scalable analytics capabilities, improve data governance, drive web platform innovation, and position marketing analytics as a strategic driver of growth, customer value, and return on investment.

As a Senior MarTech Specialist, Marketing Analytics & Web Platforms, you will be responsible for:

- Defining and owning the marketing measurement strategy and KPI framework aligned with BMEC objectives, including demand generation, pipeline growth, account-based marketing (ABM) engagement, web conversion, and campaign ROI.

- Establishing a single source of truth through standardized marketing definitions, metrics, and reporting methodologies.

- Governing data taxonomy, naming conventions, and UTM standards to ensure data consistency and trust across the MarTech ecosystem.

- Rationalizing and optimizing the analytics dashboard and reporting landscape across platforms such as Power BI, Tableau, GA4, Data Studio, Marketo Measure, Marketo Engage, Salesforce, and 6Sense.

- Architecting and ensur ing CRM and associated data flows across the MarTech stack (Marketo, 6Sense, GA4, Google Ads, LinkedIn, Cvent, events data, etc.) are effectively managed, integrated and optimized for full funnel reporting and business insight

- Building multi-touch attribution models and account-level ABM analytics, including engagement scoring, buying-group insights, and pipeline influence reporting tailored to complex B2B sales cycles.

- Partnering with Digital Technology teams to align data warehouse, business intelligence, and analytics architecture for scalable and reliable performance measurement.

- Leading initiatives that improve data quality, reporting accuracy, and insight generation across marketing operations.

- Designing and delivering structured training and enablement programs that improve adoption of BI tools, data literacy, and self-service analytics capabilities.

- Conducting onboarding sessions and hands-on training for marketers, business leaders, and support teams.

- Developing playbooks, user guides, documentation, and best practices that enable stakeholders to confidently access, interpret, and act upon data.

- Monitoring dashboard adoption, usage trends, and user engagement to continuously improve reporting effectiveness.

- Capturing BMEC business requirements, translating them into technical requirements, and guiding execution through Digital Technology agile delivery processes.

- Supporting the development and execution of the web platform technical roadmap in alignment with evolving marketing priorities.

- Managing Drupal CMS technical requirements and ensuring effective alignment between marketing objectives and platform capabilities.

- Acting as the functional owner for Bynder Digital Asset Management (DAM), including roadmap development, discovery initiatives, governance, license management, and user adoption.

- Governing integrations between website platforms and the broader MarTech ecosystem, including Salesforce, Marketo, 6Sense, Google Ads, LinkedIn, Cvent and other connected technologies.

- Ensuring web platform compliance with accessibility standards, privacy regulations, and digital governance requirements.

- Owning website analytics instrumentation, including GA4 implementation, tag management, conversion tracking, and performance measurement.

- Identifying, evaluating, and piloting AI-driven opportunities across analytics, reporting, web operations, and MarTech processes to improve efficiency and accelerate insights.

- Partnering with vendors and stakeholders to prioritize innovation initiatives and business use cases.

- Continuously improving analytics frameworks, data standards, documentation, and operating models across the MarTech ecosystem.

- Collaborating with Digital Technology and Information Security teams to ensure compliance with enterprise architecture, security, and data governance standards.

- Supporting business case development for optimization initiatives, vendor evaluations, platform enhancements, and future technology investments.

- Driving best practices and continuous improvement initiatives that maximize marketing technology performance and business value.

- Have 5-7+ years of experience in Marketing Analytics, Marketing Operations, Digital Marketing, Web Operations, Marketing Automation, or related disciplines.

- Demonstrate strong hands-on experience with marketing analytics and business intelligence platforms, including GA4, Power BI, Tableau, Data Studio, or similar tools.

- Have experience designing KPI frameworks, measurement strategies, attribution models, and performance dashboards in complex B2B environments.

- Possess experience developing and managing web platform technical roadmaps, CMS environments (preferably Drupal), and MarTech integrations.

- Demonstrate a strong understanding of marketing data architecture, data governance, data quality management, and reporting ecosystems.

- Have knowledge of CRM platforms, marketing automation technologies, ABM solutions, and digital analytics tools.

- Possess excellent analytical, visualization, and storytelling skills with the ability to convert complex data into actionable business recommendations.

- Have experience driving user enablement, training programs, documentation development, and self-service analytics adoption.

- Understand privacy, accessibility, and compliance requirements, including GDPR, WCAG, and digital governance best practices.

- Demonstrate strong project management and organizational skills with the ability to manage multiple priorities simultaneously.

- Be a proactive problem solver with a continuous improvement mindset and strong attention to detail.

- Possess outstanding communication, influencing, and stakeholder management skills.

- Be comfortable working across global, cross-functional teams in a highly collaborative and fast-paced environment.

We recognize that everyone is different and that the way people work and deliver at their best varies. We are committed to providing flexibility and support to help our employees succeed while maintaining a healthy work-life balance.

Our people are at the heart of everything we do. We know we are stronger when our employees are developed, engaged, and empowered to bring their authentic selves to work. We invest in wellbeing, leadership development, continuous learning, and career growth to help our teams thrive and deliver exceptional results.

We value individuals who embrace innovation, challenge the status quo, and contribute to business success. Join us, and you can expect:

- Contemporary work-life balance policies and wellbeing programs.

- Comprehensive private medical care options.

- Life insurance and disability coverage programs.

- Tailored financial and retirement programs.

- Ongoing learning and professional development opportunities.

- Employee assistance and wellbeing resources.

- Additional elected and voluntary benefits.

This position requires current work authorization in the country of employment. The employer is unable to provide or continue work authorization sponsorship for this role."

The Baker Hughes internal title for this role is: Marketing Senior Specialist - Marketing Operations