Job Purpose
The Marketing Data Analyst is responsible for analyzing marketing data to support data-driven decision-making, measure the impact of marketing activity, uncover trends, and provide actionable insights to inform marketing strategy. The role will also be accountable for marketing data governance, including DPDP compliance, end-to-end management of data partner, and building a compliant customer data acquisition strategy for South Asia.
Key Accountabilities
Data-Driven Insights & Strategy
- Partner with marketing, product, and sales teams to understand business objectives and convert them into analytical requirements.
- Measure and evaluate marketing campaign effectiveness, impact, and ROI across channels.
- Analyze customer and campaign data to identify trends, risks, and opportunities.
- Translate data insights into clear, actionable recommendations through dashboards and reports.
Customer Data Acquisition Strategy
- Envisage, build, and execute the customer data acquisition strategy for South Asia to systematically grow the marketing database.
- Define data sourcing approaches, acquisition channels, and targeting strategies to enhance marketing reach and effectiveness.
- Ensure customer data acquisition activities adhere strictly to regulatory and data privacy frameworks, including DPDP.
- Continuously optimize acquisition strategies to improve data quality, relevance, and usability for marketing activation.
Data Harvest Agency Management
- Manage the appointed data harvest agency end-to-end, including payment processing, scope definition, and ongoing engagement.
- Own agency deliverables, timelines, quality standards, and performance tracking.
- Ensure agency processes, sourcing methods, and outputs comply with regulatory, privacy, and internal governance standards.
- Serve as the primary point of contact for issue resolution, reviews, and continuous improvement with the agency.
DPDP Governance & Data Compliance
- Lead execution of DPDP governance across all marketing data practices.
- Ensure marketing data collection, storage, consent management, and usage comply with DPDP and applicable data protection regulations.
- Collaborate with Legal, IT, and Compliance teams to implement, maintain, and audit data governance frameworks.
- Maintain documentation, controls, and monitoring mechanisms for ongoing compliance.
Data Management / Operations
- Manage marketing data infrastructure, CRM systems, and marketing automation platforms.
- Build, validate, and maintain marketing lists for compliant campaign execution.
- Manage data vendors and tools to ensure data accuracy, integrity, security, and availability.
- Support integration of customer data across platforms for reporting and activation.
Continuous Improvement
- Stay current with evolving marketing analytics practices, data technologies, and privacy regulations.
- Recommend improvements to data processes, tools, and governance models.
- Contribute to building a strong data-driven and compliance-aware culture within Marketing.
Skills, Qualifications & Experience
- Bachelor's or Master's degree in Data Science, Statistics, Business Analytics, Marketing, Computer Science, or a related field.
- 3-4 years of experience in marketing analytics, customer data management, or data-driven marketing roles.
- Demonstrated experience managing external agencies or data vendors end-to-end.
- Strong proficiency in SQL, Excel, Python, or R for data analysis.
- Experience with BI and data visualization tools such as Tableau or Power BI.
- Hands-on experience with CRM and marketing automation platforms (e.g., Salesforce, Zoho, HubSpot, Eloqua, JIRA, Selligent).
- Strong understanding of customer data acquisition, list building, segmentation, and activation.
- Working knowledge of data privacy and governance frameworks; DPDP experience strongly preferred.
- Strong analytical, communication, stakeholder management, and problem-solving skills.
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