Sr. Marketing Data Analyst

AppFolio Inc; California; Hybrid; USD 104,000 - 130,000; Full time

Benefits offered by this job

Hybrid work options

Total Rewards package

Job summary

AppFolio Inc. is seeking a Senior Marketing Data Analyst to lead end-to-end measurement of marketing performance.

You will partner with Marketing, Revenue, and Customer Marketing to diagnose drivers of funnel movement and build automated reporting to optimize where marketing dollars go. You will present to senior stakeholders, create diagnostic dashboards in HEX, and maintain attribution models linking activity to revenue.

Qualifications

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

Responsibilities

• Own weekly, monthly, and quarterly performance reporting across the full funnel.
• Analyze leads, pipeline, bookings, and units by channel and segment.
• Build and maintain attribution and influence models linking marketing activity to pipeline and revenue.
• Design diagnostic dashboards to answer business questions for any audience.
• Investigate performance changes and isolate root causes across channels and funnel stages.

Skills

Marketing analytics

SQL

Python/R

Multi-touch attribution

AI for automation

Education

Bachelor's degree in quantitative field

MBA or advanced quantitative degree

Tools

Tableau

HEX

dbt

Snowflake

Salesforce

Job description

AppFolio is more than a company. We’re a community of dreamers, big thinkers, problem solvers, active listeners, and multipliers. At every opportunity, we set the pace while delivering innovation built to carry real estate into the future. One in which every experience feels effortless, yet meaningful. Where customers are empowered to take on any opportunity. We show up as one team, connected by our values to be a force for good. Because together, we have the power to create extraordinary outcomes for our customers, our communities, and ourselves.

The Senior Marketing Data Analyst is a strategic thinker and hands-on executor who finds out why performance moved and tells leaders what to do about it. You will work with Marketing, Revenue, and Customer Marketing leadership to measure the funnel end-to-end, diagnose root causes, and build the models and automated reporting that guide where marketing dollars go. You will present to senior stakeholders and defend your methodology and recommendations.

Your impact

• 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. Isolate root causes across channels, segments, and funnel stages, and recommend an action, not just a readout.

• Support demand modeling and forecasting for Acquisition and Growth.

• Present findings and recommendations to VP, CMO, and Finance audiences.

• Build buy-in and manage expectations through clear status, results, and next steps.

Qualifications

• Experience with marketing mix modeling, incrementality testing, or multi-touch attribution.

• Hands-on use of AI tools to automate analysis and reporting.

• Python or R for data analysis and statistical modeling.

• Familiarity with Salesforce and marketing automation data.

• Working knowledge of financial and budgeting concepts.

• MBA or advanced quantitative degree.

Must have

• 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.

• Strong problem-solving instincts and a track record of finding root cause, not just reporting symptoms.

• Working knowledge of dbt or comparable data transformation tools.

• Experience building dashboards in Tableau, HEX, or a similar BI tool.

• Ability to work independently, create buy-in, and drive projects to completion in a fast-paced environment.

• Bachelor's degree in a quantitative field (statistics, mathematics, economics, finance, engineering, or similar).

Location

Find out more about our locations by visiting our site.

All late-stage candidates complete an in‑person meeting with an AppFolian as part of our hiring process.

Compensation & Benefits

The compensation that we reasonably expect to pay for this role is: $104,000 to $130,000 [base pay]. The actual compensation for this role will be determined by a variety of factors, including but not limited to the candidate’s skills, education, experience, and internal equity.

Please note that compensation is just one aspect of a comprehensive Total Rewards package. The compensation range listed here does not include additional benefits or any discretionary bonuses you may be eligible for based on your role and/or employment type. Regular full-time employees are eligible for benefits - see here.

About AppFolio

AppFolio is the technology leader powering the future of the real estate industry. Our innovative platform and trusted partnership enable our customers to connect communities, increase operational efficiency, and grow their business. For more information about AppFolio, visit appfolio.com.

Why AppFolio

Grow | We enable a culture of high performance, where delivering results is recognized by opportunities for growth and compelling total rewards. Our challenging and meaningful work drive the growth of our business, and ourselves.

Learn | We partner with you to realize your potential by investing in you from the start. We're cultivating a team of big thinkers through coaching and mentorship with our best-in-class leaders, and giving you the time and tools to develop your skills.

Impact | We are creating a world where living in, investing in, managing, and supporting communities feels magical and effortless, freeing people to thrive. We do this by innovating with purpose while cultivating a culture of impact. We learn as much from each other as we do our customers and our communities.

Connect | We excel at hybrid work by fostering an environment that feels flexible, personal and connected, no matter where we are. We create space to fuel innovation and collaboration, and we come together to celebrate, connect, and succeed.

Paddle as One.

Learn more at appfolio.com/company/careers

Statement of Equal Opportunity

At AppFolio, we value diversity in backgrounds and perspectives and depend on it to drive our innovative culture. That’s why we’re a proud Equal Opportunity Employer, and we believe that our products, our teams, and our business are stronger because of it. This means that no matter what race, color, religion, sex, sexual orientation, gender identity or expression, national origin, age, marital status, ancestry, physical or mental disability, or medical condition, pregnancy, genetic information, veteran or military status, or any other characteristic protected by law, you’re always welcome at AppFolio.

We are committed to providing an inclusive and accessible candidate experience. If you need a reasonable accommodation at any point in the application or interview process for a disability, pregnancy‑related condition, or religious practice, please contact us at [e-mail] or [phone]. You do not need to use any particular wording.