Senior Data Analyst (Marketing)

A day in the life

As the Senior Data Analyst specialising in Marketing at ManyPets, you play a crucial role in bridging the gap between the Marketing and Data teams - combining the art and science of marketing with robust measurement and analytics. You’ll work within the Data team (which is part of our broader Engineering function) and operate in close collaboration with Marketing. You are deeply integrated into the day-to-day operations of both teams to build effective tools, dashboards, and analytics for measuring impact.

Your role involves a diverse range of responsibilities and projects aimed at enhancing our overall analytics quality. You will collaborate with the data engineering team to improve our data infrastructure, focusing on key projects like marketing data ingestion and data definitions. Partnering with the data science team, you will work on essential modelling tasks such as marketing attribution and cohort-based lifetime value (LTV). Your focus will be on developing dashboards and tools that efficiently track performance with minimal manual effort.

A key aspect of your role is understanding the 'why' behind the data. You will act as an advisor to the marketing team, guiding them in asking the right questions and obtaining accurate answers to drive both new business growth and customer engagement and retention. By applying a commercial perspective to marketing analytics, you will ensure that we are concentrating on the most relevant metrics at the appropriate times and anticipating potential issues before they arise.

Your responsibilities

• Develop and manage automated systems for tracking essential metrics such as the customer funnel, marketing efficiency, and trends, ensuring accurate and up-to-date information for business operations.
• Work on critical business challenges by building data-driven solutions, including audience segmentation and lifetime value (LTV) / customer acquisition cost (CAC) modelling.
• Ensure the marketing team has the necessary data infrastructure to measure performance effectively and assist in understanding the reasons behind any over or underperformance.
• Look for areas of potential growth, such as underpenetrated customer segments or product adoption, and flag risks, such as leading indicators of future sales declines, to inform marketing strategies.
• Engage in teams focused on trading and retention to ensure timely and accurate data supports commercial decisions and strategic initiatives.
• Act as the ‘voice of marketing’ within the data team, offering insights and context on the marketing funnel to support broader projects like LTV modelling and single customer view.
• Work closely with the data engineering team to enhance data infrastructure, improve marketing data ingestion processes, and refine data definitions.
• Collaborate with data science to develop and refine models related to marketing attribution and LTV by cohort, ensuring that models are accurate and actionable.
• Create and maintain dashboards and tools that track marketing performance, aiming to minimise manual effort and enhance efficiency.
• Balance hands-on problem-solving with utilising the expertise of data and engineering specialists to address complex issues and fill gaps.
• Dig into the reasons behind the data trends and performance metrics, providing actionable insights and guidance to the marketing team.
• Clearly present findings and recommendations to stakeholders, ensuring that marketing strategies are data-driven and aligned with business goals.

Your skills and experience

• Deep experience in marketing measurement techniques and the data required to effectively gauge marketing effectiveness and performance.
• Proven expertise working with digital marketing datasets, including Google Analytics, Google Ads, social media analytics (e.g., Facebook), and SEO/SEM platforms.
• Proficiency in building data and analytics solutions, with hands-on experience using SQL, Python, or similar tools for data manipulation and analysis.
• Skilled in using data visualisation and dashboard tools such as Tableau, Power BI, or Looker to create and maintain effective reports and dashboards.
• Knowledge of both input and output metrics that drive revenue, including how to leverage data to impact commercial outcomes.
• Good knowledge of Microsoft Excel in a commercial setting.
• Experience in developing and implementing audience segmentation strategies, LTV (lifetime value) analysis, and cohort performance analytics.
• Ability to communicate complex data insights clearly and effectively to various stakeholders, including identifying infrastructure gaps and articulating data limitations to executives.
• Demonstrated ability to work effectively in cross-functional teams, contributing to projects by identifying gaps, building cases for improvements, and ensuring that data needs are met.
• Superb problem-solving abilities with a focus on understanding the 'why' behind data trends, enabling informed decision-making and strategic recommendations.