Marketing Analytics And Strategy Manager

Summary

Join Tala, a company on a mission to empower the financially underserved, as their Marketing Analytics & Strategy Manager. You will leverage data-driven insights to optimize marketing strategies, expand reach, and drive sustainable growth. This role blends analytics and marketing, focusing on improving marketing channels, lifecycle campaigns, retargeting, and testing. You will analyze user journeys, conduct segmentation analysis, and support expansion into new markets. The ideal candidate is a collaborative team player with strong analytical, communication, and problem-solving skills, passionate about financial inclusion. This position reports to the Senior Director of Lifecycle Marketing & Analytics.

Requirements

• 5+ years of experience in marketing, analytics, or strategy, with a strong focus on data analysis and marketing performance
• Expertise in marketing analytics tools (e.g., Google Analytics, Mobile Measurement Partners) and optimization methods (multi-touch attribution, media mix modeling)
• Strong SQL skills for data querying and analysis; experience with Snowflake is a plus
• Proficient in data visualization tools like Looker, Tableau, or Amplitude
• Comfortable with experimental design, using data to drive improvements across various business objectives
• Ability to push through ambiguity to interpret and analyze data with minimal guidance
• Strong project management skills and the ability to prioritize in a fast-paced environment
• Excellent written and verbal communication skills, with the ability to present complex data in a simple, actionable way
• A passion for financial inclusion and working with global teams across Mexico, Philippines, Kenya, and India

Responsibilities

• Optimize Marketing Channels: Develop frameworks to assess and improve our marketing channels. You’ll build attribution models (last-touch, first-touch, multi-touch) and evaluate how different campaigns, including offline media, contribute to user growth
• Support Lifecycle Campaigns: Lead data analysis for lifecycle marketing campaigns, tracking key metrics such as customer retention, churn rate, and lifetime value to identify areas for optimization and to improve customer engagement across their journey
• Refine Retargeting & Incremental Impact: Define how we measure the true value of campaigns, focusing on identifying which campaigns bring in new users who wouldn’t have converted organically
• Test & Learn: Set up a robust testing process to compare media tactics, creative approaches, and audience targeting. Analyze results and update strategies accordingly
• Conduct Segmentation Analysis: Identify high-value customer groups through segmentation and tailor messaging strategies to enhance customer experience and lifetime value
• Define & Implement Marketing Strategies: Synthesize data and insights to form actionable marketing strategies. Develop and test hypotheses based on available data or identify ways to gather the right data if needed
• A/B and Multivariate Testing: Lead the design and analysis of A/B and multivariate tests on campaign elements (e.g., channel mix, content, timing) to refine strategies and maximize impact
• Map User Journeys: Analyze the user experience across all touchpoints (website, app store, social platforms) and find opportunities for growth
• Support Expansion: Collaborate with local marketing teams to explore and build business cases for expanding into new channels like app marketplaces or developing an iOS app

Preferred Qualifications

• Experience with Snowflake
• A Collaborative Team Player: You work well with diverse teams, whether in HQ or across different countries, to align marketing strategies with business goals
• Action-Oriented: You love digging into data, uncovering patterns, and transforming insights into impactful actions
• An Innovative Problem Solver: You thrive on challenges and continuously seek out creative solutions to improve marketing performance
• A Strong Communicator: You can clearly explain your analysis, share findings, and influence decisions based on data-driven insights
• Mission-Driven: You’re passionate about providing financial inclusion and making a meaningful impact for underserved populations