Sr. Marketing Data Analyst
Marketing
Senior
Analytics
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Job Description
AppFolio Inc seeks a Senior Marketing Data Analyst to measure the end-to-end marketing funnel, diagnose performance shifts, and build models and automated reporting to guide marketing spend.
Responsibilities
- Own weekly, monthly, and quarterly performance reporting across the full funnel, broken out by program, channel, segment, and campaign
- Analyze leads, pipeline, bookings, and units by channel, segment, and sales motion
- Quantify marketing 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 answer business questions at a glance for any audience
- Proactively investigate performance changes, isolate 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 and manage expectations through clear status, 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 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 and a track record of finding root cause, not only 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)
Technologies
- Python
- R
- SQL
- Snowflake
- Salesforce
- dbt
- Tableau
- HEX
Location
- Columbus, OH (hybrid)
- Late-stage candidates complete an in-person meeting with an AppFolian as part of the hiring process
- Find out more about locations by visiting the company site
Compensation & Benefits
- Eligible for benefits as a regular full-time employee (see here)
- $104,000 to $130,000 base pay (reasonable expected compensation range)
- Total Rewards package; additional benefits or discretionary bonuses may be eligible based on role and/or employment type
- Compensation range does not include additional benefits or any discretionary bonuses
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