Senior Marketing Analytics & Insights Lead

AppFolio; Richardson (TX); On-site; USD 104,000 - 130,000; Full time

Job summary

AppFolio is seeking a Senior Marketing Data Analyst to drive end-to-end funnel measurement, diagnose root causes, and build automated reporting that guides where marketing dollars go.

You will present to senior leaders, collaborate with Marketing, Revenue, and Customer Marketing, and develop models linking activity to pipeline and revenue. This role emphasizes proactive insights and actionable recommendations.

Qualifications

• 5+ years in marketing analytics, growth analytics, business analytics, or a similar role. B2B SaaS preferred.
• Advanced SQL and hands-on experience with a cloud data warehouse (Snowflake preferred).
• Demonstrated experience with funnel analysis and attribution modeling across multiple channels.
• Proven record of presenting complex data to senior leaders in a way that drives action.

Responsibilities

• Own weekly, monthly, and quarterly performance reporting across the full funnel, by program, channel, segment, and campaign.
• Analyze leads, pipeline, bookings, and units by channel, segment, and sales motion.
• Quantify marketing's influence on Growth outcomes.
• Build and maintain attribution and influence models that tie marketing activity to pipeline and revenue.
• Design diagnostic dashboards in HEX that answer business questions at a glance for any audience.
• Investigate changes in performance proactively and isolate root causes across channels, segments, and funnel stages.
• Support demand modeling and forecasting for Acquisition and Growth.
• Present findings and recommendations to VP, CMO, and Finance audiences.

Skills

Marketing analytics

SQL

Python or R

Executive communication

Dashboard storytelling

Education

MBA or advanced quantitative degree

Bachelor’s degree in quantitative field

Tools

Snowflake

dbt

Tableau

HEX

Salesforce

Job description

AppFolio is seeking a Senior Marketing Data Analyst to drive end-to-end funnel measurement, diagnose root causes, and build automated reporting that guides where marketing dollars go.

You will present to senior leaders, collaborate with Marketing, Revenue, and Customer Marketing, and develop models linking activity to pipeline and revenue. This role emphasizes proactive insights and actionable recommendations.