Hybrid Senior Marketing Data Strategist

AppFolio; San Diego (CA); On-site; USD 104,000 - 130,000; Full time

Job summary

AppFolio is seeking a Senior Marketing Data Analyst to measure end‑to‑end funnel performance, diagnose root causes, and build automated reporting to guide marketing spend. You will partner with Marketing, Revenue, and Customer Marketing leadership to quantify impact and inform strategic decisions across channels and campaigns.

You will own multi‑period reporting, develop attribution models, and present actionable insights to senior leadership, including the VP and CMO, while advancing

Qualifications

• 5+ years in marketing analytics or similar roles, B2B SaaS preferred.
• Advanced SQL and experience with a cloud data warehouse (Snowflake preferred).
• Experience with funnel analysis and attribution modeling across multiple channels.
• Ability to present complex data to senior leaders to drive action.
• Proficient in building dashboards in BI tools like Tableau/HEX.
• Familiarity with dbt or similar data transformation tools.

Responsibilities

• Own weekly, monthly, and quarterly performance reporting across the full funnel.
• Analyze leads, pipeline, bookings, and units by channel and campaign.
• Quantify marketing's influence on Growth outcomes and revenue.
• Build attribution and influence models linking activity to pipeline and revenue.
• Design diagnostic dashboards in HEX for varied audiences.
• Investigate performance changes and isolate root causes to recommend actions.
• Present findings to VP, CMO, and Finance audiences.
• Build buy‑in and manage expectations with clear status updates.

Skills

Marketing mix modeling

Incrementality testing

Multi‑touch attribution

Python

SQL

Snowflake

dbt

Tableau/HEX

Salesforce

Education

MBA or advanced quantitative degree

Bachelor's degree in a quantitative field

Tools

Tableau

HEX

dbt

Snowflake

Salesforce

Job description

AppFolio is seeking a Senior Marketing Data Analyst to measure end‑to‑end funnel performance, diagnose root causes, and build automated reporting to guide marketing spend. You will partner with Marketing, Revenue, and Customer Marketing leadership to quantify impact and inform strategic decisions across channels and campaigns.

You will own multi‑period reporting, develop attribution models, and present actionable insights to senior leadership, including the VP and CMO, while advancing