Principal Data Analyst, Marketing Analytics

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

📋 Description

• Oversee and enhance Airalo’s growth Marketing Mix Modeling (MMM) portfolio, transitioning the current market model from validation to a production-grade decision-making tool, while expanding into new markets as growth aspirations and data readiness permit.

• Design and implement incrementality experiments (geo-holdouts, conversion lift studies, synthetic control, difference-in-differences) to calibrate the MMM and accurately assess the causal impact of marketing expenditure across various channels.

• Advance our attribution methodology: identify suitable models and attribution windows for our purchasing cycle, outline data requirements, and evaluate the effect of tracking remediation on attribution precision.

• Calculate and consistently refine the Customer Acquisition Cost (CAC) metrics (platform-reported, internally-attributed, incremental, and blended) and manage LTV:CAC as a strategic key performance indicator reported to leadership.

• Foster measurement literacy within the Growth and Acquisition teams: educate stakeholders on interpreting LTV/CAC related metrics, distinguishing between attributed and incremental performance, and confidently utilizing self-service reporting tools.

• Develop and sustain the performance marketing reporting framework in collaboration with Analytics Engineering to ensure the underlying models meet both reporting and measurement requirements.

• Serve as an analytics partner to the Growth and Acquisition teams: convert business inquiries into measurement strategies, provide analytics that guide spending decisions, and create self-service reporting to minimize ad-hoc reliance.

• Promote the adoption of measurement results—ensuring MMM scenarios, incrementality findings, and attribution insights lead to tangible changes in budget allocation.

• Contribute to the formulation of a cohesive decision framework that unifies signal health, attribution, and incrementality into budget allocation recommendations with defined go/no-go criteria for increasing expenditure by market and channel.

• Accumulate institutional knowledge: document every experiment outcome, MMM update, and signal quality trend to ensure that each quarter’s decisions are more informed than previous ones.

• Collaborate with the Senior CDP Engineer and MarTech on the data and signal infrastructure that supports measurement—articulating requirements to ensure accurate construction.

⛳️ Requirements

• Several years of experience in marketing analytics, marketing science, or growth analytics, with in-depth expertise in at least two of the following areas: Marketing Mix Modeling, Incrementality Testing (geo-experiments, RCTs), and Multi-Touch Attribution.

• Practical experience in building, validating, or calibrating MMM models—whether utilizing Robyn, Google Meridian, PyMC-Marketing, LightweightMMM, Bayesian regression, or closely collaborating with vendors who specialize in these areas.

• Strong knowledge of causal inference and experimental design: you comprehend difference-in-differences, synthetic control, propensity scoring, and the appropriate contexts for each method.

• Proficient in SQL and Python (or R) at an expert level. You can produce production-quality code, beyond merely analysis notebooks.

• Experience with modern data warehouses (BigQuery or Snowflake) and familiarity with analytics engineering workflows (dbt preferred).

• Proficiency in data visualization and BI tools such as LightDash, Looker Studio, Tableau, or Metabase.

• Proven history of calculating and optimizing channel-level CAC, LTV, churn, and ROAS, employing these metrics to impact marketing expenditure decisions on a large scale.

• Outstanding communicator: you navigate complex technical discussions and convey findings into clear recommendations for senior stakeholders and board-level audiences.

• A proactive, self-motivated approach. You flourish in ambiguous environments, work independently, and are invigorated by building within dynamic, high-growth settings.

🏝️ Benefits

• Remote work

• Generous PTO

• Wellness and learning allowances

• Annual Airalo Away retreat