You combine strong analytical expertise with hands-on experience in digital measurement, attribution, and performance optimization.
Key Responsibilities
- Marketing Measurement & Performance Analysis
- Develop and continuously improve marketing measurement frameworks, including: multi-touch attribution incrementality / uplift testing.
- customer lifetime value (LTV) modeling
- cohort and retention analysis
- Measure and evaluate the effectiveness of paid, owned, and earned media channels, identifying growth opportunities and optimization levers.
- Analyze user journeys across touchpoints to understand conversion drivers and barriers.
- Data Modeling & Analytics Infrastructure
- Build and maintain robust SQL-based data models (e.g., dbt / BigQuery) to support channel performance analysis and business reporting.
- Ensure data quality, consistency, and accuracy across analytics platforms and marketing data sources (GA4, GTM, BigQuery, ClickHouse).
- Collaborate with engineering and product teams to improve tracking setup and data reliability.
- Attribution, Testing & Insights
- Design and evaluate attribution models: rule-based models, Data-driven / probabilistic models (e.g., Markov chain, Shapley value)
- Plan and assess incrementality tests to measure the true business impact of campaigns.
- Translate analytical findings into clear recommendations for: media budget allocation, channel mix optimization, campaign efficiency improvement.
- Reporting & Stakeholder Management
- Develop and automate dashboards and performance reports (Looker Studio or similar) for key stakeholders.
- Partner closely with marketing, media, CRM, and product teams to align insights with business goals.
- Present insights in a concise and business-relevant way to support strategic decision-making.