About the role
Responsibilities: • Driving customer data strategy, lifecycle analytics, BI dashboarding, and end-to-end funnel optimization to fuel growth and retention. • Architect, scale, and maintain the enterprise digital MarTech stack (CDPs, Server-Side GTM, AppsFlyer/MMPs, Tag Management, and Webhooks) across all app, web, and paid channels. • Design and deploy automated data pipelines merging high-volume digital ad data (cost, impressions, clicks) with downstream business databases (Telesales CRM, CRP retention databases, and Affiliate portals). • Enforce robust tracking standards-including first-party cookies, dynamic UTM taxonomies, event-naming conventions, and fraud-prevention protocols-across internal campaigns, affiliates, and external agencies. • Eliminate manual reporting workflows by engineering centralized data models within cloud warehouses (BigQuery, Snowflake), serving as the single source of truth for marketing operations. • Build and maintain automated, real-time BI dashboards (Looker, Tableau, Power BI) tracking end-to-end funnel metrics-from ad impression to Telesales conversion, CRP repeat loan/purchase, and Affiliate payout. • Develop multi-touch attribution (MTA) and incrementality frameworks to measure true digital ROI, monitor affiliate traffic quality, and accelerate digital-lead-to-telesales conversion speed. • Analyze digital user journeys to identify drop-off points across all placements, providing technical optimization insights that reduce CAC and improve overall funnel conversion.
Requirements: • Education: Bachelor's or Master's degree in Computer Science, Data Analytics, Information Systems, Statistics, or a related quantitative field. • Experience: 6+ years of experience in Marketing Analytics, MarTech, or Revenue Operations with exposure to both digital and offline/partner channels. • Data & Technical Skills: - Advanced SQL proficiency (BigQuery, Snowflake, PostgreSQL) for joining complex online ad data with offline CRM/Telesales databases. - Expertise in Bl tools (Looker, Tableau, Power BI) and advanced modeling in Excel/Google Sheets. - Deep knowledge of Google Tag Manager (including Server-Side GTM), CDPs (Segment, RudderStack, etc.), and Webhooks/APls. • Domain Knowledge: - Digital Channels: Hands-on understanding of major ad platforms (Google Ads, Meta Ads, TikTok, Ad Partner and Programmatic). - Telesales & CRM: Familiarity with telephony/dialer integrations, CRM, (Moengage), and retention/loyalty tracking mechanics (Tada, Xoxoday). - Affiliates & Agencies: Solid understanding of affiliate tracking platforms (HasOffers/Tune, Impact, Everflow, CJ), postback URLs, conversion pixel integration, and agency reporting standards. • Soft Skills: Excellent cross-functional communicator capable of aligning technical data workflows between internal tech teams, media agencies, affiliate managers, and telesales leaders.
Bonus point if: • Experience implementing multi-touch attribution (MTA) or Marketing Mix Modeling (MMM). • Having certifications on digital marketing trainings / bootcamp / other similar relevant professional or expertise recognitions. • Agency, F-commerce, banking or financial services knowledge or experience is a plus.
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