Senior Market Analyst - Lead Conversion

Under the direction of the Sr. Manager, Owned Channels, the Senior Market Analyst, Lead Conversion supports the full lead lifecycle, from lead capture and dealer contact through site visit, proposal, and sale.

This role is responsible for shaping the customer experience throughout the sales journey by managing omnichannel communications and delivering the right message, at the right time, through the right channel.

The customer journey includes lead submission, lead processing, lead qualification, lead quality, lead assignment, dealer processing, and lead follow-up.

The Senior Market Analyst will work with the team of owned-channel experts (call center, email, and SMS) to identify opportunities and collaborate cross-functionally with other departments to implement new strategies and technologies that address gaps across the customer journey.

Omnichannel Strategy & Activation: Develop and manage omnichannel communication strategies across email, SMS, phone, web, and other digital touchpoints, ensuring customers receive the right message, at the right time, through the right channel.

Analytics & Reporting: Establish and monitor KPIs to measure customer engagement, conversion, channel performance, and overall journey effectiveness.

Insights & Strategy: Analyze data to identify trends, bottlenecks, and opportunities for conversion optimization. Perform root cause analysis on performance declines and provide recommendations for improvements to marketing campaigns, processes, technology, and omnichannel communications.

Conversion Optimization: Support projects and strategies to increase conversion rates throughout each phase of the sales and post-sale funnels.

This hybrid role requires 2-3 days per week onsite at either our Milwaukee, WI, or Kohler, WI, location.

Specific Responsibilities:

• Analyze and optimize the end-to-end customer and lead journey, including lead submission, processing, qualification, quality, dealer assignment, follow-up, and conversion.
• Identify gaps, bottlenecks, and friction points across the customer journey and recommend improvements to processes, technology, and communication approach.
• Support the development and execution of omnichannel communication strategies across email, SMS, phone, web, and other digital touchpoints.
• Identify and implement opportunities to improve channel coordination and customer engagement through automation, personalization, segmentation, and follow-up strategies.
• Monitor and measure omnichannel communication performance to evaluate effectiveness, identify trends and opportunities, and inform ongoing optimization.

Requirements:

• Bachelor's degree in Business, Analytics or Marketing
• 5+ years of lead conversion and report development experience
• Minimum of 3-5 years of experience in report development and analysis
• Proven track record of identifying and implementing omnichannel communication activities
• 2+ years hands-on experience GA4, PowerBI, SalesForce reporting, Looker Studio
• 3-5 years' experience in B2C or business-to-dealer lead generation marketing
• Strong analytical skills
• Knowledge of IT project development, lifecycle and documentation
• Strong attention to detail and ability to manage multiple concurrent tasks.

Preferred

• 3-5 years' experience in home services lead generation.
• Familiarity with AI-based lead qualification and booking tools.
• Experience with customer lead-scoring models.
• Experience with SMS tools and strategies

Applicants must be authorized to work in the US without requiring sponsorship now or in the future.