Marketing Data & AI Specialist - The Netherlands Planon

Turning data into meaningful marketing action is at the heart of this role.

At Planon, the Marketing Data & AI Specialist works at the intersection of marketing, technology, data and commercial performance. You will help us better understand what drives marketing performance and where opportunities for growth lie. You will help shape how we measure success, improve data quality and translate insights into actions.

You will go beyond reporting what happened. You will explain why it happened, what it means and what we should do next, while helping colleagues confidently adopt practical AI-enabled ways of working.

What we can challenge you with: 

• Build measurement foundations: Develop measurement frameworks, tracking strategies, tagging structures and KPI models, including progress toward multi-touch attribution for marketing contribution and ROI.
• Turn performance into action: Analyse channels, campaigns and customer journeys, providing insights before, during and after execution to improve outcomes and guide decisions.
• Create scalable reporting: Build and maintain dashboards, forecasts and reporting that give stakeholders clear visibility into marketing performance, pipeline development and business results.
• Improve data quality and governance: Combine, structure, enrich and validate data from CRM, marketing automation, web analytics and commercial systems, strengthening reporting standards across marketing.
• Apply AI and automation: Use tools such as Power BI, Microsoft Copilot, Power Automate and Power Apps, or comparable technologies, to reduce manual work and improve insight delivery.
• Partner across the business: Work with RevOps and Digital Ops on broader technical implementation, and advise Product, Commercial, Marketing and go-to-market stakeholders using market, customer and performance data.
• Support adoption: Help colleagues use dashboards, reports and AI tools effectively through practical guidance, clear communication and reusable ways of working.

You combine analytical depth with a practical understanding of marketing and commercial performance. You translate complex findings into clear recommendations, collaborate comfortably across disciplines and take ownership when the path is not fully defined. You are curious about AI, attentive to data quality and motivated to help others adopt better tools and methods.

This role is a great fit if you have:

• Minimum 5 years of experience in marketing analytics, business analytics or a comparable data-focused role.
• Experience in B2B marketing within an international organisation.
• Strong hands-on experience with marketing data, campaign performance, web analytics, CRM data and digital channels.
• Experience with platforms such as Google Analytics 4, Google Tag Manager, Salesforce and Marketo, or comparable technologies.
• Strong understanding of tracking, tagging, measurement plans, KPI design and data-quality principles.
• Ability to translate business questions into structured analysis and actionable recommendations for stakeholders.
• Good command of written and spoken English, with strong stakeholder management and communication skills.

Good-to-haves:

• Bachelor’s or Master’s degree in Marketing, Business, Data Analytics, Economics, Statistics or a related field.
• Experience with Power BI and low-code automation tools such as Power Automate or Power Apps.
• Practical experience using AI tools, including Microsoft Copilot, in analytics, reporting or marketing workflows.
• Experience with multi-touch attribution, forecasting, scenario analysis or marketing investment business cases.