Responsibilities

• Own attribution: make campaign-level multi-touch attribution usable and move marketers off Salesforce campaign influence reporting
• Own channel efficiency at the top of the funnel: cost per lead, per SQL, and per pipeline dollar by channel and campaign group, and recommendations on where to allocate the next dollar
• Design, run, and report on incrementality tests, including holdout and geo tests
• Measure brand and event channels: podcast and conference sponsorships, advertorial, webinars, and brand spend. Group channels where a channel-by-channel read is not possible, and use observed lift where a controlled test is not available
• Own marketing unit economics: LTV, CAC, and CAC payback by segment, cost to serve, and the ideal customer profile for our direct business
• Build GTM analytics for our new product line as deal volume arrives: lead scoring, closed-lost analysis, and engagement depth
• Support lifecycle and nurture marketing: measurement for a team that does not source its own leads, and driver analysis on re-engagement
• Define the marketing data model: the sources, metrics, and models the work depends on. Build them in dbt where you can, and partner with our analytics engineer on ingestion and the heavier platform work
• Build reporting that marketers can run on their own for campaign and channel performance
• Partner with marketing leadership in their planning and budget cycles, and take on work outside marketing when the business needs it

Requirements

• 5+ years in analytics, including owning a business domain and the stakeholder relationships in it
• Deep marketing analytics experience: channel performance across paid and organic, the funnel from lead through closed-won, and the unit economics
• Has built or replaced an attribution model, and can explain where it breaks down
• Experience designing and reading out incrementality tests, whether geo, holdout, or comparable, including the statistical work in Python or R
• Designs the comparisons and controls a finding needs, and states plainly what the data does and does not support
• Strong SQL, and builds reporting in Looker or a comparable BI tool that non-analysts use on their own. Comfortable building and extending models in dbt, or able to pick it up quickly
• Works directly with executives, including reframing a request that will not answer the underlying question

Preferred

• Media mix modeling or other top-down measurement experience
• Marketo and Marketo Measure, or comparable marketing automation and attribution tools
• Salesforce, including campaign influence reporting
• Ad platform APIs, PartnerStack, GA, or other spend and engagement sources
• Brand or offline measurement experience
• ABM account funnel work
• Production dbt experience
• B2B SaaS with both sales-led and self-serve motions
• Fintech, accounting software, or professional services background