Senior Marketing Business Analyst

Toptal; Santiago; Presencial; CLP 84.428.000 - 121.951.000; Jornada completa

Descripción de la vacante

Toptal is looking for a Senior Marketing Business Analyst to provide marketing leaders with crucial insights and recommendations. This role supports SEM, SEO, and Generative AI channels, structuring data infrastructure and developing reports to enable data-driven decisions.

It sits within the Marketing Analytics Center of Excellence to drive cross-functional impact. The candidate will build models, forecast outcomes, run experiments, and connect analytics to marketing strategy and financial

Formación

• Bachelor's degree is required.
• 5+ years of experience in data analysis, analytics, or business intelligence focused on marketing.
• 2+ years in consulting or analytical operations.
• Experience analyzing SEM, SEO, and Generative AI channels.
• Strong math/finance/engineering/statistics background; MBA a plus.
• Proficiency with BI tools (Tableau, Qlik, Power BI) and SQL; exposure to Python/R a plus.
• Hands-on with Generative AI tools (Claude, Gemini, ChatGPT) for analysis and reporting.
• Ability to link data analytics to marketing strategy, financials, and operations.

Responsabilidades

• Analyze data, build models, test hypotheses, forecast performance, create Tableau reports, and write SQL scripts.
• Develop actionable marketing recommendations from descriptive and diagnostic analytics.
• Define independent, holistic metrics aligned with company objectives.
• Measure SEM, SEO, and Generative AI channel performance and guide budget strategy.
• Map marketing processes to data flows across acquisition, engagement, and revenue.
• Collaborate with stakeholders to balance competing requests and drive data-backed decisions.
• Leverage Generative AI to accelerate analysis, automate reporting, and assess AI-driven channels.
• Build and maintain marketing data infrastructure from lead to revenue, integrating GA, GSC, and GA/Ads as required.

Conocimientos

Data analysis

Analytics

Marketing analytics

SQL proficiency

Stakeholder management

Educación

Bachelor's degree

Herramientas

Tableau

Qlik

Power BI

Google Analytics

Google Search Console

Google Ads

Descripción del empleo

About Toptal

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 Senior Marketing Business Analyst to provide marketing leaders with crucial insights and recommendations for improvement. The role is part of our Business Analytics Center of Excellence, where Analysts are assigned to support one or more business functions. This role will specifically work with our Marketing organization—spanning paid search (SEM), organic search (SEO), and emerging Generative AI channels—from structuring the underlying data infrastructure to developing reports that support marketing leaders in making data-driven decisions. This role will play a critical role as a strategic advisor to marketing functions and leaders. This person will use data, create and define metrics, measure channel and campaign performance, and develop reports. They will also build models, forecast outcomes, run experiments, and perform in-depth diagnostic analysis.

Ultimate success goes beyond data-related activities, delivering the “so what” that drives decisions and real business impact. It is imperative to fully understand the business (processes, objectives, organization, performance drivers, barriers), and connect the dots between data analysis, marketing strategy, and financial and operational effectiveness. We are looking for someone who is excited about seeing the bigger picture to make cross-functional connections in marketing channels, financial performance, and data. We expect that we not only answer the question asked, but also the question that was not. The Senior Marketing Business 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.

Responsibilities

The following information is intended to describe the general nature and level of work being performed. It is not intended to be an exhaustive list of all duties, responsibilities, or required skills.

• 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.
• Use descriptive (what happened) and diagnostic (why did it happen) analytics to develop specific, actionable recommendations for marketing leaders.
• Define metrics that are independent, holistic, accurate, encourage the right behaviors, and are aligned with company strategy and objectives.
• Measure and diagnose the performance of SEM, SEO, and Generative AI channels—analyzing spend efficiency, keyword and query performance, organic visibility and share of voice, funnel conversion, and lead value/ROAS—to guide budget allocation and channel strategy.
• 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.
• Work closely with marketing stakeholders, data analysts, and business process owners to empower data-backed decision making, balancing and prioritizing competing requests across teams.
• Leverage Generative AI tools (such as Claude, Gemini, and ChatGPT) to accelerate analysis, automate reporting workflows, and evaluate the growing impact of AI-driven search and referral channels on marketing performance.
• Build and maintain marketing data infrastructure from lead acquisition to revenue generation, setting up and integrating Google Analytics, Google Search Console, and Google Ads as required.

Qualifications and Job Requirements

• Bachelor’s degree is required.
• 5+ years of experience in data analysis, analytics, or business intelligence is required, with a focus on marketing analytics.
• 2+ years of experience within general consulting or an analytical operations function is required.
• Demonstrated experience analyzing SEM (paid search), SEO (organic search), and Generative AI / AI-driven search channels 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.
• 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 Search Console, 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.