Description:
As the Senior Marketing Analyst, you will play a pivotal role in understanding the true effectiveness of marketing investment and identifying where budget can be allocated to maximise profitable customer acquisition. Reporting to the Head of Data, you will work closely with the performance marketing team, taking ownership of Marketing Mix Modelling (MMM), incrementality measurement and Customer Lifetime Value (LTV) modelling. This is a highly hands-on, commercially focused position where your analysis will directly influence marketing strategy and budget allocation. You'll develop and refine models to understand channel effectiveness, measure incremental returns and identify opportunities to scale acquisition profitably. You'll also collaborate with the wider data team, helping establish experimentation standards and ensuring your LTV models support both marketing investment decisions and longer-term customer retention strategies.
Key responsibilities include:
- Own and develop the Marketing Mix Model (MMM), measuring channel effectiveness, saturation, marginal returns and customer acquisition costs.
- Design and evaluate incrementality experiments, including conversion-lift tests, geographic experiments and holdout testing.
- Build and maintain Customer Lifetime Value (LTV) models to inform bidding strategies, budget allocation and long-term profitability.
- Improve marketing attribution and conversion measurement, accounting for privacy changes and incomplete customer journeys.
- Translate complex modelling outputs into clear, actionable recommendations for the performance marketing team.
- Use AI as a core part of your day-to-day workflow to accelerate analysis, improve experimentation and automate recurring insights, while maintaining analytical rigour.
- Collaborate with the wider data team to strengthen experimentation methodologies and support data-driven decision-making across the business.
Your Skills & Experience
- Strong hands-on experience in marketing measurement, particularly Marketing Mix Modelling (MMM), incrementality testing or geographic experiments.
- Strong statistical knowledge, including regression, hypothesis testing, sample sizing, statistical power and causal inference.
- Excellent SQL skills and experience using Python for analysis and modelling.
- An understanding of paid media platforms, marketing attribution and the impact of privacy changes on measurement.
- Experience building LTV models, with an understanding of customer acquisition costs, payback periods and marginal returns.
- The ability to turn complex analytical findings into clear commercial recommendations that influence marketing investment.
- A confident, AI-native approach, using AI to improve the speed and quality of analytical work while critically reviewing outputs and maintaining appropriate guardrails.