Digital Marketing Analyst

Digital Marketing Analyst Job Description

A Digital Marketing Analyst turns raw marketing data into decisions. The role sits at the intersection of digital marketing and data analytics: setting up tracking, measuring what each channel and campaign actually delivers, and recommending where budget and effort should shift next.

Unlike a generalist Digital Marketing Executive, a Digital Marketing Analyst’s day-to-day is centred on measurement and analysis rather than campaign execution. The role typically reports into a Digital Marketing Manager or Head of Marketing, and works closely with the channel specialists (SEO, paid media, social, content) who run the campaigns being measured.

Roles and Responsibilities

• Set up tracking mechanisms (e.g. GA4 event and conversion tracking, Google Tag Manager) on the website and other digital assets such as mobile apps
• Conduct competitor analysis and study market trends to inform digital marketing strategy and business objectives
• Test, measure, analyse, and optimise the performance of search, social, and content across conversion funnels to boost engagement and conversions, lower cost of customer acquisition, and increase customer lifetime value (LTV)
• Build marketing performance dashboards (e.g. in GA4, Looker Studio, or similar BI tools) and translate the data into recommendations for department heads
• Work closely with in-house teams and maintain client relationships through regular reporting meetings and actionable insights

Salary Range

Pay varies significantly by seniority and company: roughly S$40,000–S$50,000/year for early-career hires, rising well past S$90,000/year at senior level (PayScale, SalaryExpert).

For a detailed, level-by-level comparison across all digital marketing roles, see our Digital Marketing Salary Guide.

Job Requirements

• Degree in Marketing, Statistics, Economics, or a related field
• Working knowledge of GA4 (Google Analytics 4); a current Google Analytics Certification (via Google Skillshop) is a common hiring signal
• Experience with Google Tag Manager, Search Console, and at least one BI/visualisation tool (e.g. Looker Studio, Power BI, Tableau)
• Comfort reading reports across ad platforms (Google Ads, Meta Ads Manager) alongside web analytics, not just Google Analytics
• Basic understanding of statistical methods for interpreting campaign data

Skills

View the full list of Digital Marketing Skills here.

Build These Skills

If you want structured, hands-on training in the tools this role runs on (GA4, Google Tag Manager, and marketing measurement), see the Certified Digital Marketing Analyst 2.0 programme.