• Evaluate marketing campaign performance, providing insights into effectiveness and ROI • Develop and maintain dashboards and reports to track key performance indicators (KPIs) for both product monetisation and marketing performance teams • Extract, clean, and manipulate data from various sources to ensure accuracy and integrity • Conduct A/B testing and other experimental designs to optimize product features and marketing strategies • Collaborate with product monetisation managers and marketing teams to understand their data needs and deliver actionable insights • Perform customer segmentation analysis to better understand user behavior and target marketing efforts • Provide data-driven recommendations to enhance user experience and increase customer engagement • Utilize statistical methods and tools to identify and predict trends in product usage and market response • Communicate findings and insights clearly and effectively to stakeholders through presentations, reports, and visualizations • Stay updated with the latest trends and best practices in product and marketing analytics

• Responsible for leading our marketing analytics, web analytics, marketing data operations, and data governance efforts. • Drive insights and understanding across the marketing team to improve performance and optimize marketing resource allocation. • Understand existing objectives, campaigns, data flows, metrics, and stakeholders; recommend incremental improvements. • Establish and maintain standardized marketing KPIs and leading metrics aligned with organizational goals and performance tracking. • Champion a culture of data literacy, building operational dashboards, and socializing data through data-driven storytelling, visualization, and self-service empowerment. • Learn and support existing tools, including: Ours Privacy, GA4, Snowflake, Contentful, CallTrackingMetrics, Google Ads, Meta Ads, Microsoft Clarity, and Tableau. • Collaborate with engineering, product, and data teams to support two-way integrations between the MarTech stack and enterprise data systems. • Define and lead the requirements for creating a marketing database in Snowflake. • Partner closely with Marketing leadership, the B2B Growth team, paid media agencies, vendors, contractors, and internal teams to understand and own all marketing data flows and insights. • Participate deeply in marketing data governance, collaborating closely with legal, compliance, data, and IS teams to ensure compliance with privacy laws (e.g., HIPAA, CCPA, COPPA).

• Build and maintain recurring acquisition analytics and reporting (monthly, quarterly, annual) • Develop dashboards, scorecards, and leadership-ready briefing materials that show progress, trends, risks, and workload • Define, track, and improve acquisition KPIs and performance measures (quality, timeliness, throughput, cycle time, etc.) • Analyze spending and vendor data by category, organization, budget line, and vendor to support planning and decision-making • Maintain and improve acquisition and vendor data sources (including databases or trackers used for vendor capability and contract data) • Support market research and acquisition planning with data-driven analysis (e.g., vendor landscape, historical spend, trends) • Create clear documentation, templates, and reporting guides so products are repeatable and easy for teams to use • Produce high-quality deliverables in Microsoft 365 (Excel, PowerPoint, Word) and PDF

• Hands‑on Delivery (IC): Build and maintain production Power BI reports and semantic/tabular models; optimize DAX, star schemas, query folding, and refresh performance; own and continuously improve inherited portfolio items. • SQL & Data modeling: Author performant SQL for curated reporting tables in Snowflake; collaborate with Data Engineering on data modeling standards, release processes, and deployment pipelines (DEV/UAT/PROD) • People Leadership: Manage and develop 3-4 analysts through backlog grooming, 1:1s, growth plans, and code/design reviews; cultivate a culture of craftsmanship, curiosity, and accountability. • Delivery KPIs: Define and track clear KPIs for BI delivery (e.g., refresh reliability, stakeholder satisfaction, cycle time) and coach analysts to meet/exceed targets. • Governance & Enablement: Champion Power BI as the source of truth with robust access controls, versioning, certified datasets, and well‑defined semantic layers; enable self‑service through reusable templates, themes, and training. Lead BI literacy training across business units. • Stakeholder partnership: Act as the go‑to BI partner for operational leaders; translate needs into scalable datasets/dashboards tied to measurable outcomes and decision workflows. Establish meeting cadences with Product, Accounting, and BU leaders to prioritize work that drives measurable business outcomes.