Marketing Analyst

Toptal; Vancouver; Remote; CAD 70,000 - 100,000; Full time

Job summary

Toptal is seeking a Marketing Analyst to build and own the marketing data infrastructure for new businesses acquired via M&A. You will track paid advertising performance, define metrics like LTV and ROAS, and translate data into actionable insights for budget allocation and strategy.

This role is remote and collaborative across the Business Analytics Center of Excellence. You will define key metrics, build models, forecast outcomes, run experiments, and develop reports that drive decisions.

Qualifications

• Bachelor’s degree in a relevant field.
• 3+ years of experience in data analysis, analytics, or business intelligence with a focus on marketing analytics.
• Proven experience analyzing paid advertising performance and translating it into metrics (LTV, CAC, ROAS).
• Experience building/owning marketing data infrastructure (tracking, attribution, reporting).

Responsibilities

• Analyze data, build models, test hypotheses, forecast performance, and create Tableau reports.
• Build and maintain the marketing data infrastructure from ad impressions to revenue, integrating Google Analytics and Google Ads.
• Assess data from M&A acquisitions to ensure consistent measurement of spend and performance.
• Measure paid advertising performance across channels to guide budget allocation and strategy.
• Define independent, holistic metrics aligned with company objectives; provide actionable recommendations.
• Collaborate with analysts focused on acquisitions to connect marketing performance with revenue and operations.
• Map marketing processes to data flows across acquisition, engagement, and revenue generation.
• Identify opportunities to improve efficiency, conversion, and overall business impact.
• Leverage Generative AI tools to accelerate analysis and automate reporting workflows.

Skills

Marketing analytics

Data analysis

SQL proficiency

BI tools

Education

Bachelor’s degree

Tools

Tableau

Power BI

Google Analytics

Google Ads

R/Python

Job description

Toptal is a global network of top talent in business, design, and technology that enables companies to scale their teams, on-demand. With $200+ million in annual revenue and team members based around the globe, Toptal is the world’s largest fully remote workforce.

We take the best elements of virtual teams and combine them with a support structure that encourages innovation, social interaction, and fun. We see no borders, move at a fast pace, and are never afraid to break the mold.

Job Summary:

Toptal is looking for a Marketing Analyst to build and own the marketing data infrastructure to support new businesses and companies we acquire through M&A. The role is part of our Business Analytics Center of Excellence, where analysts are assigned to support one or more business functions. You will track paid advertising performance and translate it into metrics such as LTV and ROAS that inform budget allocation and channel strategy, from structuring the underlying data pipelines to developing the reports that help marketing and business leaders make data-driven decisions.

Are you passionate about bringing rigor to how early-stage businesses measure and optimize acquisition spend from day one? This person will define the metrics that matter, measure channel and campaign performance, and develop reports that drive decisions. They will also build models, forecast outcomes, run experiments, and perform in-depth diagnostic analysis.

Ultimate success goes beyond data-related activities, you’ll be delivering the "so what" that drives decisions and real business impact. It is imperative to fully understand each business (processes, objectives, organization, performance drivers, barriers), and connect the dots between paid acquisition data, marketing strategy, and financial and operational effectiveness. This role partners closely with the Business Analyst, New Businesses and the Senior Business Analyst focused on acquisitions, ensuring marketing performance insights are integrated with the broader business and revenue picture. We expect that we not only answer the question asked, but also the question that was not.

This Marketing Analyst needs to build positive relationships across the organization, manage diverse stakeholders with competing and often conflicting priorities, and have a "find a way" attitude.

This is a remote position. We do not offer visa sponsorship or assistance. Resumes and communication must be submitted in English.

Responsibilities:

• Analyze data, build models, test hypotheses, find root causes, develop prototypes, forecast performance, create Tableau reports, and write SQL scripts; and extract insights from these data activities to inform marketing decisions.
• Build, own, and maintain the marketing data infrastructure, from ad impression and click through lead acquisition to revenue, setting up and integrating Google Analytics, Google Ads, and other paid advertising platforms as required.
• Rapidly assess and integrate the marketing data of newly acquired (M&A) companies, establishing tracking, attribution, and reporting so their acquisition spend is measured with the same rigor as the rest of Toptal.
• Measure and diagnose paid advertising performance across channels and businesses-analyzing spend efficiency, CAC, funnel conversion, lead value, ROAS, and LTV—to guide budget allocation and channel strategy.
• Define metrics that are independent, holistic, accurate, encourage the right behaviors, and are aligned with company strategy and objectives, including consistent definitions of LTV, ROAS, and payback across businesses.
• Use descriptive (what happened) and diagnostic (why did it happen) analytics to develop specific, actionable recommendations for marketing leaders and business owners.
• Partner closely with the Business Analyst, New Businesses and the Senior Business Analyst focused on acquisitions to connect marketing performance with revenue, unit economics, and the broader business picture.
• Map marketing processes and channel journeys to their corresponding data flows across acquisition, engagement, and revenue generation.
• Proactively identify and surface opportunities to improve efficiency, conversion, revenue generation, client and talent experience, operations, communication, systems & tools, cash usage, etc.
• Leverage Generative AI tools to accelerate analysis and automate reporting workflows.

Qualifications and Job Requirements:

• Bachelor’s degree is required.
• 3+ years of experience in data analysis, analytics, or business intelligence is required, with a focus on marketing analytics.
• Demonstrated experience analyzing paid advertising performance (e.g., Google Ads and other paid media platforms) and translating it into metrics such as LTV, CAC, and ROAS is required.
• Demonstrated experience building or owning marketing data infrastructure (tracking, attribution, data pipelines, and reporting) is required.
• Both a strong background in math, science, finance, engineering, or statistics and deep business insight is required; advanced degrees and/or MBA are a plus.
• Experience with BI tools (Tableau, Qlik, PowerBI, etc.).
• Proficiency in SQL; experience with R, Python, or MATLAB is a plus.
• Hands‑on experience using Generative AI tools such as Claude, Gemini, or ChatGPT to support analysis, automation, and reporting.
• Experience with exploratory data analysis, prototyping, testing hypotheses, performing root cause analyses, modeling business processes, building forecasts, creating predictive models, defining metrics, and/or measuring marketing performance.
• Track record of linking data and analytics to marketing strategy, financial performance, and operations to drive real impact.
• Working knowledge of probability and statistics, experience with process improvement is a plus.
• Experience in a startup, early‑stage business, or M&A integration environment is a plus.
• Proven ability to manage diverse stakeholders and balance multiple, conflicting priorities in a fast‑moving environment.
• Ability to explain complex issues simply and intuitively, and willingness to challenge assumptions, communicate limitations, and flag blind spots.
• The ideal candidate needs to have a strong technical background particularly when it comes to marketing data infrastructure and Google products (Google Analytics, Google Ads) while having the ability to master marketing processes of diverse nature.
• Outstanding written and verbal communication skills.
• Ability to work in a fast‑paced, rapidly growing company and handle a wide variety of challenges, deadlines, and a diverse array of contacts.
• You must be a world‑class individual contributor to thrive at Toptal. You will not be here just to tell other people what to do.