Lead Analyst

Senor /Lead Analyst – Digital & Marketing Analytics

Role Overview

We are looking for a Sr /Lead Analyst to own and drive the digital and marketing analytics function across the organization. This is not a purely web analytics or a general data analyst role. The scope spans multiple digital platforms, marketing channels, and data sources — including web analytics (GA4 or equivalent), ad platforms, CRM systems, survey data, and other MarTech and AdTech tools.

The person in this role will be responsible for extracting, integrating, and analyzing data from these sources to deliver actionable insights that improve campaign performance, customer acquisition, and overall marketing ROI. They will work closely with product, marketing, and data engineering teams to translate complex data into clear business recommendations.

What This Role Covers

• Working across GA4, Adobe Analytics, or equivalent web analytics platforms to track and analyze user behavior, site performance, and conversion funnels.
• Querying and processing large-scale datasets using SQL and BigQuery (or similar cloud data warehouses), integrating data from multiple marketing and business sources.
• Cleaning, merging, and normalizing data from disparate platforms such as CRM systems, paid ad platforms (Google Ads, Meta Ads, etc.), email marketing tools, and survey platforms.
• Building and maintaining dashboards and reports in Looker Studio, Tableau, Power BI, or equivalent visualization tools to provide ongoing performance visibility to stakeholders.
• Analyzing campaign effectiveness across paid media, SEO, email, and other marketing channels using KPIs such as CTR, CPA, ROI, LTV, and conversion rates.
• Running and validating A/B tests, applying basic statistical methods (hypothesis testing, regression) to ensure data-driven decision-making.
• Performing cross-channel attribution analysis to understand how different marketing touchpoints contribute to conversions and revenue.
• Translating data findings into non-technical, actionable insights for marketing, product, and leadership stakeholders.
• Identifying trends, anomalies, and opportunities in data to drive strategic recommendations for campaign optimization and budget allocation.
• Staying current with evolving MarTech and AdTech tools, data methodologies, and analytics best practices.

Must-Have Skills

• 3+ years of hands-on experience in digital marketing analytics or a hybrid marketing and data analytics role.
• Proficiency with web analytics platforms, specifically GA4 (Google Analytics 4). Adobe Analytics experience is a strong plus.
• Strong SQL skills with experience querying BigQuery or similar cloud databases. Ability to write optimized queries and handle mid-to-large datasets.
• Demonstrated experience cleaning, merging, and normalizing data from multiple sources (CRM, ad platforms, surveys, web analytics).
• Experience building dashboards and visual reports in Looker Studio, Tableau, or Power BI.
• Solid understanding of digital marketing performance metrics: CTR, CPA, CPC, ROI, LTV, ROAS, conversion rate, and how these connect to business objectives.
• Understanding of fundamental statistical concepts: hypothesis testing, confidence intervals, regression basics, and A/B test design and validation.
• Ability to present complex data insights in a clear, concise, and non-technical format to cross-functional stakeholders.
• Strong critical thinking and problem-solving skills — ability to spot trends, flag anomalies, and derive strategic recommendations from data.

Good to Have

• Experience with cross-channel attribution modeling and multi-touch attribution frameworks.
• Familiarity with Python or R for data analysis, automation, or advanced statistical modeling.
• Hands-on experience with tag management systems (Google Tag Manager, Tealium) and event tracking implementation.
• Exposure to data pipeline or ETL workflows and understanding of how marketing data flows from source to warehouse.
• Experience working in an agency or client-side environment managing analytics for multiple brands or campaigns simultaneously.
• Familiarity with CDPs (Customer Data Platforms), DMPs, or marketing automation platforms.
• Experience with SEO analytics tools (SEMrush, Ahrefs, Google Search Console) in conjunction with broader marketing performance analysis.