• Build and evolve guest profiles and segments using behavioral, transactional, and campaign data • Analyze campaign performance and optimization opportunities across acquisition, retention, loyalty, and lifecycle programs • Conduct basket analysis, cross-shopping analysis, and product insights to inform marketing strategy and promotional planning • Partner with Guest Engagement and Strategy teams to translate marketing questions into clear insights and recommendations • Identify opportunities to improve targeting, personalization, and message relevance based on guest behavior • Evaluate test-and-learn initiatives (A/B tests, offer strategies, channel experiments) and clearly communicate impact • Develop story-driven dashboards and presentations that help marketers and clients understand what’s happening and what actions to take • Work hands-on with data to pull, clean, and shape datasets as needed to support analysis (with an emphasis on outcomes, not tools)

• Partner closely with channel leads to define learning agendas, frame the right questions, and translate insight into clear, actionable recommendations. • Design and deliver across paid media and the wider marketing mix, including campaign performance, incrementality, efficiency, and diminishing returns. • Integrate outputs from multiple measurement approaches such as experiments, cohort analysis, attribution signals, MMM into coherent, decision-led narratives for senior stakeholders. • Act as a subject-matter expert on acquisition KPIs and measurement strategy, advising on trade-offs between short-term performance and long-term value creation. • Support the day-to-day measurement needs of the New Member Revenue team, providing guidance on analysis design, interpretation, prioritisation, and next steps.. • Build and promote efficient, scalable acquisition measurement processes that reduce duplicated work and increase confidence in insights across teams. • Collaborate closely with Marketing, Product, Finance, and Data partners to ensure acquisition measurement aligns with business priorities and informs planning and investment decisions.

• Collect, clean, validate, and analyze data from various paid media and digital platforms. • Evaluate channel and campaign performance to identify trends, optimization opportunities, and ROI drivers. • Support marketing attribution efforts, including analyzing conversion paths and informing multi-touch attribution models. • Monitor key KPIs such as ROAS, CAC, CVR, CTR, impression volume, and spend pacing. • Assist in forecasting performance scenarios and evaluating planned investment impacts. • Build and maintain recurring dashboards, scorecards, and reports for the Paid Media team and marketing stakeholders. • Ensure data accuracy, consistency, and integrity across all reports and visualizations. • Communicate findings clearly through written insights, presentations, and data storytelling. • Demonstrate accountability and ownership—show up, take responsibility, and contribute consistently. • Share insights internally to elevate team understanding and inform strategic decision-making. • Work closely with the Paid Media team to understand data needs and deliver actionable insights. • Support media planning initiatives through data-informed recommendations. • Participate actively in team culture: Develop analyses, dashboards, and insights. • Share learnings and elevate visibility across the organization. • Assist in knowledge sharing through documentation, internal training, and communication efforts. • Support broader marketing and analytics initiatives as needed.

• Act as the primary analytical partner for the Marketing and Sales leadership teams, providing data-driven recommendations that shape our overall B2B growth strategy. • Develop and own the measurement framework for the customer journey for marketing campaigns —from initial brand awareness and lead generation to product trial and conversion. • Analyze the efficiency of paid media, content marketing, and ABM (Account-Based Marketing) programs. • Implement and manage early stage multi-touch attribution (MTA) models to accurately credit value across long, complex B2B sales cycles. • Oversee the integration of data between Salesforce, Marketo, Snowflake, and BI tools (Tableau) to ensure a "Single Source of Truth" to track campaign effectiveness. • Build and maintain executive-level dashboards that communicate the "story" behind the numbers for campaign results, making technical findings accessible to non-technical stakeholders.