Marketing Analyst

Marketing Analyst

About Lokal :

In 2018, we began with a WhatsApp group with a simple hypothesis: people in tier-2/3 towns weren’t really using the internet meaningfully yet. We believed that if we started with local content in their own language, they’d come back every day; once there was a habit and trust, that same space could naturally grow into classifieds and, eventually, something they used for almost everything online.                                                                                                 

 This spark became Lokal. Our first instinct was to put everything in one place & one app - local updates, classifieds, jobs, matrimony and more. It worked, till it stopped working. Users gave us the insight - when one use case outweighs the others, everything else seems like noise. We listened. Like how Craigslist quietly seeded a generation of focused companies & marketplaces, we began unbundling and verticalising.

Today, Lokal is a house of focused apps, many products, one mission:
to connect Tier-2/3+ India to the Knowledge, opportunities, tools and experts they’ve always deserved.

We now operate dozens of live apps across categories like:

• Edutainment & Skill Learning – practical skills and learning in regional languages (GyanTV)
• Matrimonial Matchmaking – hyperlocal, compatibility-first partner search (Lokal Matrimony)
• Agri Consulting – farmer-first advisory in local languages (AgriLokal)
• Local Jobs – blue- and grey-collar opportunities close to home (Lokal Jobs)
• Social & Community – Place to find & post social updates (Lokal app)
• Emotional Well-being & Peer Support – safe spaces to talk and feel heard (Dostt & Eaze)
• Astrology & Guidance – instant access to trusted Astrologers via chat and voice (AstroLokal)
  Advisory Services – early bets in legal help, financial guidance, career counselling, and more

Under the hood, Lokal is a discovery and access platform: local-language internet + deep Bharat insight+ AI. When someone opens a product we’ve built, they don’t wade through clutter; they get a straight line to what they came for.

This is the story new teammates walk into:
a company that started as a whatsapp group, became a family of focused apps, and kept one belief at the centre — access changes lives.

We ship fast. We learn fast. We build for Bharat.                                                                                                                 

We are backed by leading global and domestic investors including Y Combinator, Sony, Global Brain, India Quotient, and 3one4 Capital

About the Role :

We are looking for a highly analytical and data-driven Marketing Analyst to join our Growth team. The ideal candidate should have strong exposure to marketing analytics, attribution, campaign performance analysis, experimentation, and dashboard automation across mobile platforms.

You will work closely with Marketing, Product, Creative, and Engineering teams to analyze campaign effectiveness, optimize marketing spends, and drive business growth through actionable insights.

Key Responsibilities :

• Analyze campaign performance across digital marketing platforms including Meta Ads, Google Ads, Apple Search Ads, YouTube, DV360, UAC, etc. across Android & iOS ecosystems
• Build and maintain automated dashboards and reporting systems using SQL, Python, Google Sheets, and BI tools
• Track and optimize key business and marketing KPIs such as CAC, ROAS, CTR, CPI, LTV, retention, and acquisition funnels
• Manage mobile attribution reporting using AppsFlyer/Branch including event mapping, cohort tracking, attribution hygiene, and dashboard setup
• Handle iOS attribution analytics including SKAdNetwork (SKAN), ATT framework, conversion schemas, postback windows, and App Store analytics
• Design and analyze incrementality experiments such as holdout groups, geo-split testing, and audience-based experiments
• Analyze retargeting vs acquisition performance and identify incremental vs cannibalized revenue opportunities
• Design and evaluate A/B tests, cohort analyses, and user segmentation experiments
• Collaborate with Product, Marketing, Engineering, and Creative teams to improve campaign performance and business outcomes
• Support attribution modeling, forecasting, and marketing budget optimization
• Own weekly/monthly reporting and business insights for leadership stakeholders

Requirements

• 1 –3 years of experience in Marketing Analytics, Growth Analytics, Performance Marketing Analytics, or similar roles

• Strong understanding of digital marketing ecosystems including Meta Ads, Google Ads, UAC, Apple Search Ads, YouTube, DV360, etc.
• Hands-on experience with Mobile Measurement Partners (MMPs) such as AppsFlyer, Branch, Adjust, etc.
• Experience working with Firebase, GA4, App Store Connect, or similar analytics platforms
• Strong understanding of iOS attribution post-ATT including SKAdNetwork and conversion value frameworks
• Experience with campaign attribution, retention analysis, cohort analysis, and acquisition funnel analytics
• Understanding of incrementality testing methodologies including geo-splits, holdout groups, PSA testing, etc.
• Strong SQL skills (BigQuery/MySQL preferred) for querying and analyzing large datasets
• Basic to intermediate Python knowledge for automation, data analysis, and visualization (Pandas/Matplotlib preferred)
• Strong expertise in Google Sheets including advanced formulas, pivots, and reporting automation
• Strong business understanding with the ability to translate data into actionable insights
• Excellent communication and stakeholder management skills
• Ability to work cross-functionally with Marketing, Product, and Engineering teams

Good to Have :

• Experience with BI/dashboarding tools such as Looker Studio, Tableau, Superset, Power BI, etc.
• Exposure to marketing APIs such as Google Ads API, Meta Ads API, etc.
• Experience in high-growth startup environments
• Understanding of Media Mix Modeling (MMM) and advanced growth experimentation frameworks
• Exposure to AI-driven analytics, automations, or LLM-based reporting workflows

Experience Level

Mid Level