Marketing Analytics Lead

Wowza Media Systems; Estado de México; Presencial; MXN 1,464,000 - 2,015,000; Jornada completa

Descripción de la vacante

A global video streaming company in Mexico seeks a marketing analytics leader to drive pipeline and revenue insights. This role involves analyzing web performance, building attribution models, and creating dashboards for executive decisions. The ideal candidate has 6–10 years of experience in marketing analytics, strong skills in GA4 and GTM, and a quantitative degree. This position offers an opportunity to shape marketing strategy through data-driven insights.

Formación

• 6–10 years in marketing or growth analytics, ideally as a lead or senior analyst.
• Deep expertise in GA4 and GTM; working knowledge of Google Search Console and SEO analytics.
• Strong communicator who can explain “the why” behind the numbers.

Responsabilidades

• Analyze daily web and app performance using GA4, GTM, and CRM data.
• Build and refine multi-touch attribution and media-mix models to quantify channel impact.
• Create executive-ready dashboards visualizing attribution and ROI.

Conocimientos

GA4

GTM

PPC Analytics

SEO

Data Storytelling

Educación

Bachelor's degree in a quantitative field

Herramientas

Tableau

Looker

Data Studio

SQL

Excel

Descripción del empleo

Wowza powers mission-critical video streaming for global innovators—from NASA and Sony to public safety, defense, and industrial automation. We’re entering an ambitious growth phase and need a marketing analytics leader who can turn complex data into strategic leverage.

The Opportunity

A high-impact, data-science-minded analytics role for someone who can architect models, automate insight, and communicate results with clarity. You’ll own the systems, methods, and storytelling that reveal how marketing drives pipeline and revenue across every channel.

What You’ll Do

1. Multi-Channel Analytics & Governance

• Analyze daily web and app performance using GA4, GTM, and CRM data; ensure clean tagging and data flow.

• Implement anomaly detection and automated alerts to flag shifts in traffic or conversion behavior.

• Define data-governance standards so every metric—from click to booking—consistency and reliable.

2. Attribution & Revenue Modeling

• Build and refine multi-touch attribution and media-mix models to quantify channel impact.

• Integrate data from GA4, CRM, and ad platforms to create unified, analysis-ready datasets.

• Use predictive and sensitivity modeling to forecast performance and guide spend allocation.

3. SEO, Content & Campaign Analytics

• Link keyword, content, and campaign metrics to measurable outcomes.

• Evaluate ROI across Google Ads, LinkedIn, and Meta to highlight optimization opportunities.

• Track share‑of‑voice and competitive benchmarks to contextualize marketing performance.

4. Advanced Analysis & Optimization

• Apply regression, correlation, and clustering to uncover drivers of growth and efficiency.

• Quantify how spend or mix changes affect pipeline outcomes; identify funnel leaks and propose fixes.

5. Reporting & Data Storytelling

• Build executive‑ready dashboards (Tableau, Looker, or Data Studio) visualizing attribution and ROI.

• Translate data into actionable insights that influence strategy and executive decisions.

• Partner cross‑functionally with Product, Sales, and Finance to align metrics and forecasts.

Typical Week

• Monitor: Review daily dashboards for trends and anomalies; investigate spikes or dips in traffic and conversions.

• Analyze: Run weekly attribution reports and channel performance reviews; recommend budget shifts as patterns evolve.

• Report: Summarize progress toward OKRs, share‑of‑voice, and SEO insights in a concise weekly update.

• Collaborate: Present findings to marketing and content teams, aligning next steps to data‑backed recommendations.

• Optimize: Identify funnel drop‑offs, test improvements, and refine predictive models to guide future priorities on a daily basis.

Required Skills & Qualifications Description

Analytics & Tagging

• Deep expertise in GA4 and GTM; working knowledge of Google Search Console and SEO analytics.

Channel & Attribution Analysis

• Proficiency across PPC, paid social, organic, and email analytics.

• Experience with multi‑touch attribution models (first‑click, last‑click, linear, time‑decay, or data‑driven).

• Ability to connect online and offline touchpoints into one ROI view.

Statistical & Predictive Analysis

• Skilled in regression, correlation, and sensitivity analysis to forecast outcomes.

• Experience with predictive modeling, A/B testing, and tools like SQL and Excel.

• Familiarity with Python/R or other statistical languages a plus.

Data Storytelling & Visualization

• Expertise creating dashboards in Tableau, Looker, Power BI, or Data Studio.

• Strong communicator who can explain “the why” behind the numbers.

Marketing & Business Acumen

• Solid grasp of how marketing levers (SEO, PPC, email, social) affect ROI, CAC, and LTV.

• Proven ability to focus analytics on high‑impact business outcomes.

Leadership & Collaboration

• 6–10 years in marketing or growth analytics, ideally as a lead or senior analyst.

• Bachelor’s degree in a quantitative field (Marketing Analytics, Statistics, Economics, etc.).

• Operates as an independent, proactive leader who aligns analytics to OKRs and drives insight‑to‑action.