Senior Data Analyst - Performance Marketing

We're looking for a data-driven performance marketer to join our team! The role involves analyzing campaign performance metrics to uncover insights, optimizing Google and Meta ads through in-depth testing and targeting, and leveraging attribution tools to understand user journeys and long-term value. You'll provide strategic recommendations backed by data, run A/B experiments, and help scale winning campaigns with clear, impactful reporting.

Key Responsibilities:

• Conduct rigorous statistical and quantitative analysis of campaign data across Google Ads and Meta Ads at multiple levels: campaigns, ad sets, ads/creatives, keywords, audiences, placements, and bidding strategies.
• Leverage mobile attribution platforms to track installs, funnel, and in-app events; integrate with in-app analytics to compute metrics like LTV (Lifetime Value), ROAS (Return on Ad Spend), cohort retention, and incrementality.
• Design, execute, and interpret A/B and multivariate tests on elements such as creatives, targeting options (e.g., lookalike audiences, custom audiences, interest-based), ad copy, landing pages, and bidding models; use hypothesis testing and statistical significance to optimize for KPIs like CPI (Cost Per Install), CPA (Cost Per Action), CTR (Click-Through Rate), and CVR (Conversion Rate)
• Build and maintain analytical dashboards and reports using tools like Google Data Studio, Tableau, or Power BI
• Provide actionable recommendations to creative, product, and data teams to align campaigns with user funnel stages (e.g., awareness, consideration, conversion) and fintech-specific factors like regulatory compliance and seasonal trends (e.g., festive seasons in India).
• Perform ad hoc deep-dive analyses, including competitive intelligence, fraud detection in attribution data, segmentation analysis (e.g., by demographics or behavior).

Required Qualifications:

• Bachelor's/ Master's degree in Marketing, Business Analytics, Statistics
• 3 5 years of core experience in performance marketing analytics, with hands-on expertise in data-intensive optimization of Google Ads and Meta Ads for mobile apps (fintech or similar competitive sectors like e-commerce or gaming preferred).
• Proficiency in mobile attribution platforms (MMPs) for event tracking, attribution modelling, and fraud prevention.
• Experience with in-app analytics tools (e.g., MixPanel, Percept, Amplitude) for user journey analysis, funnel optimization, and cohort studies.
• Advanced analytical skills in tools: Excel/Google Sheets, SQL for complex queries and data manipulation, and visualization platforms like Tableau, Power BI, or Google Data Studio.
• Strong command of performance metrics and analytics: ROAS, CPI, CPA, LTV, CTR, CVR, CAC, cohort analysis, A/B testing statistics and incrementality measurement.
• Deep understanding of app and web campaign nuances, including SKAdNetwork for iOS, Google App Campaigns, Meta's Advantage+ features, attribution windows (e.g., 1-day click vs. 7-day view), web tracking (e.g., pixels, UTM parameters), and cross-device behavior.
• Analytical mindset with proven ability to handle large datasets, perform root-cause analysis, derive insights from ambiguity, and communicate complex findings simply to non-technical audiences.

Preferred Qualifications:

• B2C fintech app experience (Lending, Wealth, Insurtech, etc)
• Performance marketing agency experience in handling clients with annual spends above USD 10 Million
• Certifications in Google Ads, Meta Blueprint, Google Analytics
• Experience with programming for analytics (e.g., Python/R for data scripting, statistical modeling, or API integrations with ad platforms).
• Familiarity with additional channels like programmatic advertising, affiliate networks, or integrated SEO/SEM strategies.