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Sr Analyst - Marketing Analytics (B2B)

Toronto, Ontario
This role is for a company that develops affordable fundraising technology and provides free training and education for charities so that, regardless of size, all charities have the capacity to increase their impact and succeed in the digital age. 

As part of the Data & Analytics team, the Senior Analyst, Marketing Analytics will be a strong partner to cross-functional teams, in understanding new and existing product offerings, and recommend the right metrics to measure performance. 

Reporting to the Senior Manager of Data & Analytics, your primary focus will be supporting the B2B Marketing Team. However, you’ll also collaborate with various teams across the organization. In this role, you’ll serve as the central point of contact for all data requests and insights related to B2B line of business, as well as their fundraising tools and products.

  • Charity Data Expertise: Become a subject matter expert on how charity data is stored and structured across multiple systems.
  • Design, create and automate weekly, monthly and quarterly dashboards and reports as well as meaningful Key Performance Indicators (KPIs) that feed into the monthly performance scorecards. Deep dive into campaign performance data to identify and recommend opportunities for improvement.
  • Develop models for customer segmentation, Churn & Retention prediction.
  • Collaborate with cross-functional teams including Dev/Engineering, Charity Engagement, Product, Finance etc. to create data marts, automate data and report generation and troubleshoot data issues to ensure data quality. 
  • Set up A/B testing of marketing initiatives and new product features – test, measure, make recommendations and report results of all efforts.
  • Manage all online analytics to report business performance, key changes, customer lifetime value metrics, and performance opportunities back into the Marketing or relevant teams within the organization. Maintain and support web data integrity/validation. Be able to identify gaps in the current data capture strategy and collaboratively implement enhancements.
  • Support team in ensuring marketing programs are executed with a data-driven philosophy and develop mechanisms to measure performance. Participating in/Membership of the Data guild for formulating internal policies for data related regulatory, innovation and design best practices.
  • Liaise with the Sr Manager, Data & Analytics in the technical solution design and development of new and ongoing projects using ML algorithms and statistical data modeling tools to develop data products.

Skills and Experience:
  • Bachelor’s degree in Computer Science, Statistics, Math or another quantitative discipline; or College diploma with equivalent experience.
  • 3+ years of hands-on experience in business and/or product analytics, working with large, multi-dimensional datasets, preferably at fast-growing tech B2B companies.
  • Exceptional communication skills, both verbal and written.
  • Skilled in extracting, transforming and manipulating data using query and programming languages such as SQL, Python etc.
  •  2+ years of experience using data visualization using tools like Tableau, Looker etc. Knowledge of using CRM tools such as Salesforce.
  • Knowledge of web analytics tools such as Google Analytics, and experimentation (A/B tests etc.) and basic statistics (e.g. hypothesis testing) preferred. Knowledge of commonly used analytic methods such as regression, decision trees and forecasting are highly preferred.

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