Lead Analyst, Marketing Measurement & Optimization

Job Description:

Qualifications:

• Bachelor's degree in Statistics, Mathematics, Computer Science, Engineering, or a related field; a master's degree is preferred.
• Minimum of 5-6 years of experience in marketing measurement and attribution, with at least 1-2 years in a lead role.
• Strong analytical and problem-solving skills, with a track record of driving data-driven marketing strategies.
• Excellent communication and presentation skills, with the ability to convey complex concepts to non-technical stakeholders.

Skills:

• Ability to assess and validate several Attribution solutions, suggest improvements, and facilitate related development
• Advanced proficiency in R (tidyverse, LME4/lmerTest, plotly/ggplot2) or Python for data manipulation, modelling, and visualization, and SQL for data handling.
• Strong ability to handle and analyze complex marketing data and perform statistical tests.
• Expertise in data visualization tools such as Tableau, PowerPoint, and Excel.
• Exceptional storytelling skills with the ability to generate insights and strategic recommendations.
• Proven leadership and team management skills, with the ability to mentor and develop junior analysts.
• Experience working with cloud platforms (e.g., AWS, Google Cloud, Azure) for data-related tasks.
• Excellent client-facing skills with the ability to present results, recommend solutions persuasively, and pursue clients for advanced solutions.
• Strong business acumen to identify and tap additional revenue opportunities.
• Experience with optimization algorithms and the ability to guide the team on solving business optimization problems.

Responsibilities:

• Lead the development and implementation of advanced marketing measurement solutions, including Media Mix Modelling, Multi-Touch Attribution, and other econometric models.
• Oversee and mentor a team of analysts
• Perform high-quality execution of panel data analysis using fixed effects, random effects, and mixed effects models, with or without Bayesian Framework
• Drive the econometric modelling process, including model evaluation, selection, and interpretation of results, to inform strategic marketing decisions.
• Collaborate with cross-functional teams to understand business requirements and translate them into actionable marketing measurement strategies.
• Ensure the integrity and accuracy of data science modelling flows, from data collection to model deployment.
• Evaluate the effectiveness of marketing campaigns by analyzing ROI/ROAS, response curves, and other performance metrics.
• Stay updated with the latest trends and advancements in marketing measurement techniques and tools.
• Provide thought leadership on marketing channels, performance metrics, and conversion funnels.
• Utilize advanced knowledge of Bayes’ theorem, Shapley value, Markov chain, response curves, marginal ROI, halo effect, and cannibalization to optimize marketing strategies.
• Manage data QA and manipulation tasks, including joins/merge, aggregation, segregation, mapping, and appending, to ensure data readiness for analysis.
• Leverage cloud platforms (e.g., AWS, Google Cloud, Azure) for data storage, processing, and analysis, ensuring scalability and efficiency in marketing measurement solutions.
• Prepare and present results to clients, recommend solutions persuasively, and pursue clients for advanced marketing measurement solutions.
• Identify and tap additional revenue opportunities by offering innovative and advanced marketing measurement services.
• Guide the team on business optimization problems, leveraging expertise in optimization algorithms to drive efficient and effective solutions.

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