Senior Business Analyst - Marketing Analytics

Senior Analyst

Description

We are looking for a data-driven Senior Business Analyst to bridge the gap between marketing data and strategic action. You will be responsible for transforming raw campaign metrics into actionable intelligence, optimizing the lead-to-revenue funnel, and ensuring a seamless interlock between Sales and Marketing. 

Responsibilities

The ideal candidate must possess strong expertise in advanced analytics and strategic thinking to drive marketing ROI, customer insights, and business growth.

This role focuses on leveraging predictive analytics, automation, and data science techniques to optimize marketing performance and influence strategic decision-making.

Funnel Optimization & Campaign Performance:

• Analyze and optimize full-funnel performance, collaborating with sales and regional teams to improve down-funnel conversion metrics.
• Measure campaign effectiveness across traffic, engagement, conversion, revenue, and ROI.
• Break down performance by channel, region, product, and customer segment to identify granular growth drivers.

Actionable Intelligence & Predictive Insights:

• Transition reporting from descriptive to prescriptive by utilizing predictive modeling and automated anomaly detection.
• Establish automated alerts to notify stakeholders when performance deviates from benchmarks.
• Proactively surface risks, opportunities, and performance drivers to influence strategic growth.

Sales & Marketing Interlock:

• Validate and refine attribution models to accurately measure marketing’s contribution to the pipeline.
• Define success metrics and lead lifecycle performance tracking, specifically focusing on pipeline stage conversion rates.
• Partner with Marketing Ops, Data Ops, and Sales Ops to ensure data consistency and accuracy across the lead-to-sales journey.

Speed-to-Decision & Enablement:

• Reduce the time from data collection to insight through AI automation and streamlined reporting frameworks.
• Translate complex data sets into clear, concise narratives and executive-level recommendations.
• Support annual planning, forecasting, and goal-setting for global marketing initiatives.

Qualifications

Qualifications

Experience: 3+ years in Marketing Analytics

Technical Skills: Proficiency in SQL and data visualization tools ( DOMO, Tableau, Power BI, or Looker). Experience with Python/R for predictive modeling is a plus.

Marketing Tech: Deep understanding of Data sources -  SFDC, SFMC and Marketing Automation (Marketo/HubSpot) data structures. Knowledge on Analytics Platforms

Analytical Rigor: Strong expertise in multi-touch attribution (MTA), MMM, and incrementality testing.

Communication: Proven ability to influence cross-functional stakeholders (Sales, Marketing, and Finance) with data-backed stories.