Companies have realized how indispensable marketing is to ensuring growth, competitiveness, and sustainability in the market. This is especially true with the current advances in technology and changes in consumer behavior.
The marketing sector is gaining more and more space, and professionals in the field are gaining recognition from senior leadership in organizations. This appreciation tends to increase more and more. For this reason, the position of marketing analyst has become increasingly sought after in the market.
There are several areas of activity, including SEO, inbound marketing, and content strategies. To stand out, it is essential to have a command of data, know how to tell good stories, and be constantly updating your knowledge.
But do you know exactly what a marketing analyst does? How much do these professionals usually earn? And how do you start working in this field? With this in mind, we have prepared this article to tell you everything you need to know about the position of marketing analyst.
What does a Marketing Analyst do?
A marketing analyst is a professional who works directly on creating, executing, and monitoring strategies aimed at promoting the brand, increasing visibility, and boosting the company’s results.
With expertise in the field, they have the autonomy to make strategic decisions that reinforce the institutional image and facilitate public access to information about the products and services offered.
Among their main functions are implementing marketing plans, monitoring performance indicators, and contributing to actions that directly impact sales and the company’s market positioning.
In addition, these specialists play a crucial role in analyzing consumer behavior, seeking to understand their preferences, habits, and needs. Based on this data, it is possible to devise more effective and assertive strategies.
Marketing analysts can also delve deeper into specific areas, such as digital marketing, content production, performance analysis, relationships with strategic partners, and other fronts that require creativity, innovation, and a focus on concrete results for the business.
What is the role of a Marketing Analyst in your company?
Marketing analysts play a key role in the strategic progress of organizations, being one of the pillars for the successful achievement of business objectives.
Their work directly influences the performance of newly launched products and, in many cases, the strengthening or weakening of the brand’s image in the eyes of the public.
These professionals act as a bridge between different areas of the company, helping the sales team achieve its goals, consolidating brand identity, and actively contributing to attracting and retaining engaged customers.
To better understand the role of a marketing analyst in your company, we have outlined some of their main functions.
1. Market research and competition monitoring
One of the main functions of a marketing analyst is to conduct thorough market analysis and closely observe the movements of competitors. How to assess industry trends, identify gaps and opportunities, and propose more effective initiatives.
In addition, keeping track of the competition is also essential. Marketing analysts need to understand the strategies used by other companies, identify any gaps that can be exploited, and anticipate possible threats, always with a focus on maintaining the company’s competitiveness.
2. Brand management and strategic positioning
Building a strong brand is no simple task; it involves a series of actions that go far beyond logo design. Branding refers to how your company is perceived by the public and the value it conveys to consumers.
That is why it is an essential aspect of marketing and requires professionals with strategic vision and technical expertise.
It is up to the marketing analyst to understand how the company positions itself in the market and translate that positioning into actions that resonate with the public. When done well, this work awakens an emotional connection with consumers, making the brand recognizable and beloved.
This construction also serves as the basis for other areas of marketing, such as content and automation strategies.
The current scenario demands a multifunctional professional who keeps up with changes in the sector, masters various tools, and has the flexibility to handle different demands simultaneously.
3. Criação e Atualização de personas
A common mistake in many marketing strategies is a vague definition of the target audience. To avoid this, analysts must delve deeper into the data and create well-constructed personas that represent the different types of consumers who interact with the company.
When developing these personas, they collaborate with the sales team, analyze real customer data, and base their work on the behaviors, needs, desires, and challenges of the audience. This process allows for more personalized communication and increases the effectiveness of marketing actions.
In addition, it is important to be aware of new business opportunities that may reveal the existence of new personas.
4. Social media planning
The marketing analyst is also responsible for developing monthly action plans for the company’s social media channels. Based on the persona profile and the most relevant channels, they define what content should be produced and how it will be distributed.
Their tasks include: structuring the editorial calendar, monitoring interactions with the audience, tracking the performance of each publication, and generating insights for future adjustments.
This process requires constant analysis to understand what is working and what can be improved in terms of engagement and reach.
5. Optimization for Organic Traffic
Organic search remains one of the main channels for traffic to websites and blogs. And although SEO is one of the pillars, there are other complementary actions that help attract visitors spontaneously.
Producing relevant content, participating in partner blogs, obtaining qualified backlinks, creating useful lists, and shareable materials are effective strategies.
Participating in events, giving lectures, and positioning company representatives as experts also strengthens the brand’s presence outside the digital environment, which also helps to impact the digital world.
Marketing analysts need to see the big picture: social media, websites, positioning of company leaders, and even in-person actions must be in sync to create a coherent and reliable brand image in the market.
6. Search Engine Optimization (SEO)
When it comes to SEO, the marketing analyst acts as an “organizer” of the company’s digital presence. This involves everything from technical adjustments to website pages to researching the most relevant keywords to attract the right audience.
It is essential to understand how search engine algorithms, such as Google, work and adapt content to improve organic ranking. Attention to algorithm updates is constant, as any change can significantly affect the results of the strategy.
7. Sponsored Links
Even with a strong organic presence, paid ads are still essential for boosting results. Marketing analysts need to know how to plan and execute campaigns on the right platforms, such as Google Ads and Meta Ads.
They will be responsible for targeting audiences, creating effective ads, tracking performance, and making adjustments based on data. Continuous measurement is a vital part of this strategy.
8. Inbound Marketing and Content Actions
The Inbound Marketing strategy requires the integration of various digital tactics. Here, the focus is on educating the audience and building trust with potential customers through relevant content.
The corporate blog, for example, becomes an essential channel. The analyst must plan the production of materials that answer the personas’ questions and guide them on their buying journey.
It is necessary to develop an editorial schedule aligned with business objectives, production capacity (internal or outsourced), and keyword mapping. This strategy aims to generate authority, nurture leads, and increase the chances of conversion.
9. Automation and Email Marketing
Among the channels of direct communication with customers, email remains one of the most powerful. When used well, it becomes an efficient bridge between the company and the consumer.
With intelligent segmentation, it is possible to personalize messages according to the profile and behavior of each lead, increasing the chances of conversion.
Therefore, mastery of email marketing automation tools is indispensable for those working in the field. It is also necessary to understand best practices in copywriting, email design, and performance metrics to get the most out of this channel.
10. Growth Hacking Strategies
Companies are always looking for creative ways to grow sustainably and quickly, and that’s where the concept of growth hacking comes in. It’s a combination of creativity, data analysis, and constant experimentation to identify opportunities for growth.
Originating in the startup world, this approach involves thinking outside the box and acting quickly to test solutions that drive results.
Marketing analysts must know how to explore available data, understand user behavior, and create strategies based on quick and interactive tests. The goal? To find shortcuts that have a direct impact on business indicators.
11. Criação e Lançamento de Infoprodutos
Digital materials such as e-books, guides, spreadsheets, webinars, and online courses are great resources for attracting leads and strengthening relationships with the public.
By delivering content that solves problems or answers questions, the company generates real value, creates bonds, and gains the trust of the public.
It is the marketing analyst’s job to plan, produce, and distribute this content. In addition, it is necessary to create campaigns that promote infoproducts strategically, encouraging downloads, sign-ups, or interactions.
12. Results Monitoring and Performance Analysis
No marketing strategy is complete without analyzing results. Marketing analysts must constantly evaluate data from campaigns, social media, website traffic, and other indicators.
Tools such as Google Analytics are essential in this process. Professionals need to interpret the numbers, identify patterns, test improvements, and adjust planning to maximize results.
The focus here is on making data-driven decisions—in other words, all planning must be closely monitored to identify what generates a positive impact and what needs to be reformulated.
How much does a Marketing Analyst earn?
According to data collected by Glassdoor, the average salary for a marketing analyst is around R$3,000. As professionals advance in their careers and reach senior levels, this figure can rise to approximately R$5,000. The highest salaries in this category can reach R$8,000 per month.
What are the specializations of a Marketing Analyst?
As we have shown, a marketing analyst can perform various functions within a company. In addition to this wide variety of career options, the profession also offers several possibilities for specialization. Below are some of the main areas of activity:
- Digital Marketing Specialist: focuses efforts on the online environment, working with search engine optimization (SEO), paid advertising, and social media activities;
- Product Analyst: works on defining strategies for introducing and maintaining products on the market, taking care of everything from launch to lifecycle management;
- Content Marketing Professional: dedicated to creating and planning relevant materials that attract and engage the target audience;
- Performance Analyst: evaluates data and indicators with the aim of improving campaigns and increasing results;
- Customer Relationship Specialist: focuses on strengthening ties with consumers through loyalty strategies, personalized actions, and CRM management.
Why hire a Marketing Analyst?
With all this information about the profession, it is clear how indispensable marketing analysts are to the successful implementation of your company’s strategies.
Even if your company initially has a very small marketing team, these professionals can make a real difference in the execution of your plans. This is because they combine technical knowledge with practical experience, giving them a solid foundation for strategic action.
Although they do not hold a leadership position, marketing analysts work side by side with management in the sector, playing a key role in implementing actions and handling the digital tools necessary to achieve established goals.
If the volume of demands is high, it is ideal to have analysts who specialize in different areas of digital marketing, such as automation, social media, SEO, paid media, content production, and design.
Currently, professionals with skills in various areas are highly sought after in the market, as they offer companies more flexibility, help with process integration, and are able to keep operations running smoothly even in times of adaptation or change.
If you are hiring, be aware of the responsibilities that come with this position. And if you are preparing to work as a marketing analyst, understand that the involvement goes far beyond following orders: you need to have a proactive attitude, critical thinking, and commitment to results.
What skills and competencies are required to be a Marketing Analyst?
Now, if you are thinking about investing in this profession, it is important to know about some skills beyond technical mastery. A marketing analyst must be able to propose original campaigns and interpret data clearly to support their decisions.
Knowing how to communicate well is also essential, since analysts are constantly in contact with different areas of the company and need to translate information clearly for managers and partners. In addition, dealing with a constantly changing market requires flexibility and a willingness to learn all the time.
Staying up to date on new technologies, understanding consumer behavior, and keeping up with changes in the digital universe are part of the routine.
Efficient time management and the ability to organize well are fundamental qualities for those who need to coordinate several initiatives at the same time, without compromising the quality of deliveries.
It is also essential to master digital tools that are part of the profession’s daily routine, such as automation platforms, performance analysis, and social media management. With this set of skills, analysts can execute their strategies in an agile, accurate manner, focused on real results.
What tools does a Marketing Analyst need to master?
There are several tools that assist marketing analysts in their daily work. After all, with so many tasks to perform, it is unrealistic to expect professionals to deliver everything without the help of tools.
From performance analysis to identifying market opportunities. Perhaps you don’t know all the names yet, or you have already adopted different alternatives. And that’s okay!
The essential thing is to have reliable means of collecting and interpreting the information that supports your marketing actions.
We have selected some examples of email marketing, SEO, and CRM tools, among others, to give you an idea of what can help in the daily life of an analyst:
- Email marketing tools, such as Brevo;
- Social media management and results measurement tools;
- Design tools, such as Shutterstock: Creative Flow; Marketing automation tools such as RD Station;
- CRM platform: CRM JivoChat;
- Keyword research tools, among others.
What is the difference between a Marketing Analyst and a Marketing Assistant?
While marketing analysts work at more strategic levels, marketing assistants play an essential supporting role in ensuring that everything runs smoothly behind the scenes.
This position is usually filled by professionals who are just starting out in the field, often still in training or with little practical experience. Despite this, assistants perform key functions in supporting the marketing team, contributing to the smooth running of daily operations.
In the organizational structure, this position is below that of analyst and connects directly with various areas of communication, providing support for operational and administrative tasks.
How to become a Marketing Analyst?
It is clear that the career of a marketing analyst is constantly changing. Changes in consumer behavior, technologies, and tools require these professionals to keep up with the fast pace of the market.
This scenario, although demanding, opens up many opportunities for growth. The reason is simple: the demand for skilled professionals is only increasing. However, those who do not dedicate themselves to evolving, updating their skills, and acquiring new knowledge end up being left behind.
But after all, how do you take the first steps on this journey? To work as a marketing analyst, it is essential to build a solid foundation, which involves both academic training and practical experience and continuous learning.
The path usually begins with a college degree in areas such as Marketing, Business Administration, Social Communication, Journalism, Advertising, or Public Relations. These degrees provide a comprehensive overview of the marketing universe, exploring topics such as audience behavior, positioning strategies, campaign development, and brand management.
In addition, it is highly recommended to seek complementary courses that deepen knowledge in more specific areas of marketing, such as paid traffic, SEO, metrics analysis, marketing automation, and social media.
Check out some Digital Marketing courses to specialize and become even more professional as a marketing analyst:
- Complete Digital Marketing Course – 23 Courses in 1
- Complete Digital Marketing Course – Udemy
- Digital Marketing and Strategy – Complete Course
These are some course options for you to become a professional and deepen your knowledge. Throughout this article, we have seen the main functions of a marketing analyst and how important this position is in any company.
This professional, especially in the digital environment, needs to have a broad vision and know the main fronts that make up marketing. It is essential that they know how to identify possibilities, understand the fundamentals, and understand how each strategy can contribute to results.
This way, they can act strategically and, when necessary, turn to partners or specialized agencies for more technical demands or those that require greater depth.