Business Analyst, Marketing Analytics & Performance

Job Title: Business Analyst, Marketing Analytics & Performance

Experience: 6-8 Years

Core Function: To drive marketing strategy, performance marketing optimization, and decision-making through expert data analysis, reporting, and actionable insights for leadership.

Key Responsibilities:

• Develop and manage marketing KPI reports and dashboards for VPs and senior leadership, with a focus on key performance marketing metrics (e.g., ROI, conversion rates, cost per acquisition).
• Analyze marketing campaign performance, especially digital and performance marketing initiatives, and customer data to identify trends, patterns, and optimization opportunities, paying attention to the efficiency of customer acquisition efforts.
• Profile companies by revenue segments and other criteria to inform targeted marketing and performance campaign strategies.
• Transform complex datasets into clear, visual, and actionable insights for executive review, highlighting marketing and performance marketing effectiveness.
• Provide data-driven recommendations and consulting advice to marketing leadership to enhance overall marketing and performance marketing ROI, including strategies to optimize acquisition efficiency.
• Support marketing operations and performance marketing teams by tracking key metrics and identifying areas for process improvement.
• Perform extensive data manipulation, analysis, and reporting related to all marketing activities, including performance channels.

Must-Have Qualifications & Skills:

• 6-8 years as a Business/Marketing Analyst focused on marketing analytics, including direct experience with performance marketing analysis.
• Mandatory: Advanced MS Excel proficiency (pivot tables, complex formulas, data modeling, macros). Proficient in the entire MS Office Suite.
• Proven ability to profile companies by revenue segments.
• Strong experience in analyzing numbers and creating clear data visualizations (charts, graphs) for VPs and above.
• Demonstrated experience and willingness to handle significant reporting workload.
• Strong understanding of marketing operations, KPI tracking, and performance marketing principles and platforms (e.g., Google Ads, social media ads), including a strong grasp of key acquisition metrics and their drivers.
• Ability to identify data patterns and translate them into strategic advice for leadership, particularly for optimizing performance marketing spend and outcomes.
• Bachelor's degree in Analytics, Marketing, Business, or a related quantitative field.

Preferred Skills:

• Experience with BI/visualization tools (Power BI).
• Familiarity with CRM (e.g., Salesforce) and marketing automation tools.
• Experience using web analytics tools, such as Google Analytics.
• Exposure to analytics related to conversational AI tools (e.g., ChatGPT analytics) and understanding of LLM (Large Language Model) techniques for data analysis or insight generation.
• Experience working with Sales teams, particularly those based in the US and/or UK, and an awareness of typical working styles and trends in those regions.
• Strong analytical, problem-solving, and communication skills.