Act strategically to monitor the customer journey end-to-end — from acquisition via digital campaigns through product engagement and retention.
Analyze the full funnel, identify optimization opportunities, generate data-driven insights and collaborate with media and product teams.
Track key metrics from campaign sources through in-product behavior.
Identify bottlenecks and improvement opportunities at each stage of the funnel.
Assess the volume, quality and evolution of audiences generated by campaigns.
Consolidate data from multiple sources (media, product and conversions).
Build dashboards and executive views for ongoing monitoring.
Analyze trends, fluctuations and campaign impacts on funnel progression.
Develop hypotheses and run A/B tests focused on incremental impact.
Produce actionable insights to guide strategic decisions.
Serve as the liaison with media and acquisition teams.
Ensure campaigns are executed according to strategy and calendar.
Recommend adjustments to targeting, audiences and creative/offer positioning.
Document learnings and ensure replication of best practices.

Experience analyzing performance of digital campaigns and acquisition funnels.
Experience managing performance data and tracking KPIs.
Experience creating, monitoring or optimizing campaigns (Google, Meta, TikTok or similar).
Ability to consolidate data from multiple sources.
Intermediate knowledge of GA4, Looker Studio and/or Power BI.
Basic to intermediate SQL skills.
Experience with A/B testing and impact analysis.
Nice to have:
Experience with digital products or financial services.
Knowledge of tracking, event instrumentation and traffic source analysis.
Familiarity with attribution modeling or incrementality analyses.

Senior Business Analyst – Growth & GTM

Key skills