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Principal Data Analyst, Marketing Analytics
Location
B + 3 moreAll locations: B | M | L | Spain
Posted
45 days ago
Salary
0
Seniority
Lead
Job Description
Principal Data Analyst, Marketing Analytics
Airalo
• Manage and evolve Airalo’s growth MMM portfolio - driving the existing market model from validation into a production-grade decision tool, and scaling to additional markets as growth ambition and data readiness allow. • Design and execute incrementality experiments (geo-holdouts, conversion lift studies, synthetic control, difference-in-differences) that calibrate the MMM and establish true causal impact of marketing spend across channels. • Evolve our attribution methodology: determine the right models and attribution windows for our purchase cycle, specify the data requirements, and measure the impact of tracking remediation on attribution accuracy. • Calculate and continuously optimize the CAC metrics (platform-reported, internally-attributed, incremental, and blended) and own LTV:CAC as a strategic KPI reported to leadership. • Build measurement literacy within the Growth and Acquisition teams: train stakeholders to interpret the LTV/CAC related metrics, understand the difference between attributed and incremental performance, and use self-service reporting with confidence. • Build and maintain the performance marketing reporting framework - with Analytics Engineering to ensure the underlying models serve both reporting and measurement needs. • Act as analytics partner to the Growth and Acquisition teams: translate business questions into measurement plans, deliver the analytics that inform spend decisions, and build self-service reporting that reduces ad-hoc dependency. • Drive adoption of measurement outputs-ensure MMM scenarios, incrementality results, and attribution insights translate into concrete budget allocation changes. • Contribute to the development of a unified decision framework that integrates signal health, attribution, and incrementality into budget allocation guidance with clear go/no-go criteria for scaling spend by market and channel. • Build institutional knowledge: document every experiment result, every MMM refresh, and every signal quality trend so that each quarter’s decisions are better informed than the last. • Collaborate with the Senior CDP Engineer and MarTech on the data and signal infrastructure that underpins measurement - defining what you need, so they can build it right.
Job Requirements
- Several years of experience in marketing analytics, marketing science, or growth analytics, with deep expertise across at least two of Marketing Mix Modeling, Incrementality Testing (geo-experiments, RCTs), and Multi-Touch Attribution.
- Hands-on experience building, validating, or calibrating MMM models- whether using Robyn, Google Meridian, PyMC-Marketing, LightweightMMM, Bayesian regression, or working closely with vendors who do.
- Strong foundation in causal inference and experimental design: you understand difference-in-differences, synthetic control, propensity scoring, and when each method is appropriate.
- Expert-level SQL and Python (or R). You can write production-quality code, not just analysis notebooks.
- Experience with modern data warehouses (BigQuery or Snowflake) and familiarity with analytics engineering workflows (dbt preferred).
- Experience with data visualisation and BI tools such as LightDash, Looker Studio, Tableau, or Metabase.
- Proven track record of calculating and optimising channel-level CAC, LTV, churn, and ROAS, and using these metrics to influence marketing spend decisions at scale.
- Exceptional communicator: you navigate deep technical conversations and translate findings into clear recommendations for senior stakeholders and board-level audiences.
- A proactive, self-starter mindset. You thrive in ambiguity, work autonomously, and are energised by building in fast-paced, high-growth environments.
Benefits
- remote work
- generous PTO
- wellness and learning allowances
- annual Airalo Away retreat
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