Data now underpins how marketing departments and agencies plan, execute and optimize campaigns. As these teams expand, they need marketing analytics managers who have the skills to examine massive data sets and surface actionable insights from that data.As demand grows for marketing professionals who can bridge the gap between creativity and data science, this role is becoming one of the most sought-after in the marketing and creative field. According to the 2026 Salary Guide From Robert Half, marketing analytics managers remain in high demand as organizations expand their use of data visualization, AI tools and automation platforms to measure and optimize marketing performance.Here’s a closer look at this position, including the skills needed to succeed in this role and what the job typically pays.
Marketing Analytics Manager Career and Salary Trends
Marketing analytics is the practice of collecting and analyzing data from campaigns, channels and customer interactions to understand performance and identify opportunities for improvement.Teams bring together information from marketing automation systems, customer relationship management (CRM) platforms and broader business intelligence sources to evaluate campaign performance and quantify return on investment. Doing this well requires comfort with data mining and modeling, sound data management skills and the ability to connect findings to strategy.Many professionals in this space pair technical skills—think advanced spreadsheet work and basic SQL—with experience building clear data visualizations.Learn which other marketing and creative positions are driving hiring growth.
What marketing analytics managers do
The marketing analytics manager leads teams who work with data from marketing automation, CRM software and other business intelligence tools to get insights on marketing campaign performance and ROI. They oversee the data, tools and strategies that help marketing teams measure performance and make data-backed decisions.Key responsibilities of a marketing analytics manager:Lead data-driven marketing initiatives: Collect, organize and analyze performance data from campaigns to evaluate effectiveness and ROIDevelop data strategies: Establish consistent data collection and measurement processes that guide decision-making across the organizationBuild and optimize dashboards: Design and maintain reporting tools that track KPIs and provide stakeholders with actionable insightsOversee market research: Manage studies that uncover customer behaviors, trends and opportunities for growthPresent insights and recommendations: Translate data findings into clear stories, reports and presentations that inform strategyCollaborate across departments: Work with IT, operations, sales and marketing teams to align data systems, improve processes and meet shared business goalsStay ahead of new tools and technologies: Evaluate emerging analytics platforms and AI-driven tools to enhance marketing performanceInterested in learning more about a marketing analytics specialist’s role? Check out the job description and salary range here.
Key skills and certifications for marketing analytics professionals
Employers hiring marketing analytics managers will often seek candidates who have advanced Excel skills, basic knowledge of SQL and experience working with data visualization tools like Domo and Tableau. Employers also seek candidates with polished soft skills, including strong communication, presentation and leadership abilities. And as the job title suggests, marketing analytics managers need to be analytical masters with stellar critical-thinking and management skills.Analytics platforms and tagging: Proficiency with GA4 and Looker Studio; comfortable with Google Tag Manager/server-side tagging and event schemasData visualization: Experience building stakeholder-ready dashboards and reports in Tableau, Power BI, or DomoAttribution and experimentation: Understanding of multi-touch attribution and sound test design (A/B, multivariate). Track customer journeys across paid, organic and lifecycle channels to see what’s actually driving revenueMarketing tech and CRM skills: Familiarity with Salesforce (or similar CRM) and marketing automation platforms (e.g., Marketo, HubSpot, Salesforce Marketing Cloud) to connect campaign and revenue dataMarket research and competitive analysis: Able to monitor market trends and competitive performance to identify opportunities for growthCommunication and storytelling: Able to translate complex analysis into clear insights and recommendations for leadershipCollaboration and leadership: Partnering effectively with marketing, sales, product, finance and IT teams; mentor specialists and analysts and manage roadmap/prioritiesProject management: Able to buildanalytics roadmaps, define KPIs, create measurement plans and drive on-time deliveryEducation and certificationsTo be considered for most marketing analytics manager positions, candidates typically need at least a bachelor’s degree in marketing, business, communications or a related field. Depending on how technical the role is designed to be, they may also look for candidates with degrees in computer science, statistics or data engineering.Certifications are rarely strict requirements, but they can signal current skills, help you stand out in a crowded field and speed up onboarding (especially if they match the employer’s needs).A few helpful credentials for marketing analytics managers include:Google Analytics 4 (GA4) CertificationHubSpot Marketing Hub Software CertificationMeta Marketing Analytics Professional CertificateGoogle Data Analytics Professional CertificateLooking to strengthen your credentials? Read about marketing and creative certifications that can help you advance your career.
Marketing analytics salary trends in 2026
Access the Salary GuideCompensation for marketing analytics managers continues to rise as companies expand their analytics capabilities. According to the 2026 Salary Guide From Robert Half, the starting midpoint salary for marketing analytics managers in the U.S. is $117,750.Actual pay can vary by location, experience and specialization, with top candidates commanding higher salaries for advanced analytics and AI expertise.To explore salary ranges specific to your region for more than 70 marketing and creative roles, use Robert Half’s Salary Calculator for real-time insights.
Where a career in marketing analytics can take you
Marketing analytics managers often move into roles such as director of marketing analytics or chief marketing officer (CMO). Others expand their expertise into areas like marketing automation, marketing technology (MarTech) or business intelligence.For professionals who enjoy working at the intersection of data and strategy, this career offers excellent long-term growth potential and a chance to shape how businesses connect with customers through data-informed marketing.Ready to explore your next marketing analytics role?Search marketing analytics jobs
