Sr. Marketing Data Analyst

AppFolio Inc; Columbus (OH); Hybrid; USD 104,000 - 130,000; Full time

Benefits offered by this job

Total Rewards package

Job summary

AppFolio Inc. in Columbus, OH, is hiring a Senior Marketing Data Analyst for a hybrid role. You will design models, automate reporting, and deliver insights to Growth, VP, CMO, and Finance audiences.

Lead weekly, monthly, and quarterly marketing performance, analyze leads and pipeline by channel, and build attribution models to connect activity to revenue. You’ll craft HEX dashboards and present actionable findings to senior leadership.

Qualifications

• Marketing mix modeling, incrementality testing, or multi-touch attribution experience.
• Hands-on AI tools to automate analysis and reporting.
• Python or R for data analysis and modeling.
• Familiarity with Salesforce and marketing automation data.
• MBA or advanced quantitative degree.
• 5+ years in marketing analytics or similar roles (B2B SaaS preferred).
• Advanced SQL and cloud data warehouse experience (Snowflake preferred).
• Experience building dashboards in Tableau or HEX.
• Proven ability to present findings to senior leaders.
• Bachelor’s degree in a quantitative field.

Responsibilities

• Own weekly, monthly, and quarterly performance reporting by program, channel, segment, and campaign.
• Analyze leads, pipeline, bookings, and units by channel and sales motion.
• Quantify marketing’s impact on Growth outcomes.
• Build attribution and influence models linking activity to pipeline and revenue.
• Design diagnostic HEX dashboards for quick business insights.
• Investigate performance changes and recommend actions.
• Support demand modeling and forecasting for Acquisition and Growth.
• Present findings to VP, CMO, and Finance audiences.
• Build buy-in with clear status updates, results, and next steps.

Skills

Marketing analytics

Growth analytics

SQL

Python

R

Education

MBA or quantitative degree

Bachelor's degree in quantitative field

Tools

Tableau

HEX

dbt

Salesforce

Snowflake

Job description

AppFolio Inc is hiring a Senior Marketing Data Analyst for a hybrid role in Columbus, OH. This position combines strategic thinking with hands‑on analytics to connect marketing activity to Growth outcomes, with visibility and influence across senior leadership. You will build models, automate reporting, and deliver clear insights to VP, CMO, and Finance audiences.

Compensation: $104,000 to $130,000 base pay (annual). AppFolio also offers a Total Rewards package, with additional benefits and potential discretionary bonuses depending on role and/or employment type. Regular full‑time employees are eligible for benefits (details available on the company site).

Responsibilities

• Own weekly, monthly, and quarterly performance reporting across the full marketing funnel by program, channel, segment, and campaign.
• Analyze leads, pipeline, bookings, and units by channel, segment, and sales motion to support Growth decisions.
• Quantify marketing’s influence on Growth outcomes.
• Build and maintain attribution and influence models that connect marketing activity to pipeline and revenue.
• Design diagnostic dashboards in HEX that help different audiences answer business questions quickly.
• Proactively investigate performance changes by isolating root causes across channels, segments, and funnel stages, and recommend actions.
• Support demand modeling and forecasting for Acquisition and Growth.
• Present findings and recommendations to VP, CMO, and Finance audiences.
• Build buy‑in by managing expectations with clear status updates, results, and next steps.

Requirements

• Experience with marketing mix modeling, incrementality testing, or multi‑touch attribution.
• Hands‑on experience using 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 an advanced quantitative degree.
• 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 ability to present complex data to senior leaders in a way that drives action.
• Strong problem‑solving skills with a track record of finding root causes, 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).

Tools & Technologies

Python, R, SQL, Snowflake, Salesforce, dbt, Tableau, HEX

Location & Hiring Process

The role is based in Columbus, OH and is hybrid. Late-stage candidates complete an in‑person meeting with an AppFolian as part of the hiring process.