Marketing Analytics Lead

This is a fully remote position, open to applicants in Spain.

📋 Description

• Lead the development and formation of the marketing and growth analytics team as the function expands—set the technical standards and evaluation criteria for measurement tasks, establish workflows, and enhance skills through direct coaching and mentorship.

• Manage the roadmap and prioritization for the measurement portfolio, balancing immediate stakeholder demands with the long-term framework development—while remaining actively involved in building, validating, and delivering alongside the team.

• Advance Airalo's growth Marketing Mix Modeling (MMM) portfolio from validation to a production-ready decision-making tool, and expand into additional markets as growth objectives and data availability permit.

• Design and execute incrementality experiments (geo-holdouts, lift studies, synthetic control, difference-in-differences) that calibrate the MMM and demonstrate the causal effects of expenditure.

• Enhance attribution methodologies: identify suitable models and time frames for our purchasing cycle, the necessary data, and the signal quality that influences their precision.

• Take ownership of LTV:CAC as a key strategic performance indicator reported to leadership: calculate and continuously refine CAC in its various forms (platform-reported, internally-attributed, incremental, blended), and translate MMM scenarios, incrementality findings, and attribution insights into actionable budget adjustments.

• Promote self-service capabilities across Growth and Acquisition: create a reporting framework and tools (in collaboration with Analytics Engineering) that empower stakeholders to independently address their inquiries, and improve measurement literacy so they can make informed decisions.

• Cultivate institutional knowledge—document every experiment, MMM update, and signal-quality trend to ensure that the decisions made each quarter are increasingly informed.

• Collaborate within the broader data domain: work alongside Analytics Engineering, Product and Business Analytics, Data Platform, Data Science, and MarTech to exchange standards and tools, shape the signal infrastructure that supports measurement, and contribute marketing measurement back into the organization’s shared foundation.

⛳️ Requirements

• Several years of experience in marketing analytics, marketing science, or growth analytics, with extensive hands-on expertise in at least two of MMM (building/validating/calibrating, or close collaboration with vendors), incrementality testing (geo-experiments, RCTs), and multi-touch attribution.

• Experience in a Staff/Principal, Analytics Lead, or similar leadership role (manager) - a hands-on leader who raises the technical standards and remains actively engaged, has led or mentored analysts/scientists, and is prepared to develop and expand a team from a small base.

• Strong background in causal inference and experimental design including difference-in-differences, synthetic control, propensity scoring, and understanding when to apply each.

• Proven track record of managing channel-level CAC, LTV, churn, and ROAS, and leveraging these metrics to influence marketing expenditures at scale.

• Proficient in SQL and Python (or R), comfortable producing high-quality code — on a modern data warehouse (BigQuery or Snowflake), preferably with dbt/analytics-engineering workflows and a BI tool (LightDash, Looker Studio, Tableau, Metabase).

• Excellent communicator who can navigate intricate technical details and translate them into clear recommendations for senior and board-level stakeholders.

• Self-motivated individual who thrives in a fast-paced, high-growth environment characterized by ambiguity.

🏝️ Benefits

• Remote work

• Generous paid time off

• Wellness and learning allowances

• Annual Airalo Away retreat