Principal Analyst – Growth

Role Overview

• Shape UA Measurement Strategy: Define and evolve the analytical framework for how Second Dinner evaluates paid growth — including measurement methodology, attribution philosophy, and the roadmap for predictive capabilities. Your work will directly inform budget allocation, channel strategy, and how aggressively we scale acquisition across markets.
• Drive Paid User Acquisition Performance: Collaborate with the Director of Growth to optimize campaigns across channels. Surface trends, flag risks, and accelerate decisions through sharp analysis and scalable tooling (reports, dashboards).
• UA Performance Deep Dives & Analysis: Scope and execute UA analysis across key dimensions to uncover insights that inform media mix, geo strategy, and budget decisions.
• Build & Deploy Predictive Models: Design, train, and deploy models that predict cohort LTV, payback periods, and ROAS — informing how aggressively we invest across channels and geographies. Own the full lifecycle from feature engineering through production deployment, and clearly communicate model performance and limitations so insights translate into confident spend decisions.
• Measurement, Attribution & Data Quality: Own the measurement and attribution framework across platforms (AppsFlyer, Firebase, Meta), ensuring reliable signals for evaluating channel performance. Monitor attribution windows, event quality, and fraud signals to ensure accurate measurement. Validate performance data across UA systems and marketer-operated platforms, acting as the first line of QA on the UA side and escalating discrepancies to Data Engineering as needed.
• Incrementality & Experimentation: Design and execute incrementality tests, geo lift studies, and media mix analyses to validate the true impact of UA spend — going beyond last-touch attribution to build a more complete picture of channel contribution across platforms and titles. Establish a rigorous experimentation framework that informs how Second Dinner scales investment with confidence.
• Establish & Evangelize Measurement Best Practices: As the senior-most analytics voice on the Growth team, define the standards for how Second Dinner measures, attributes, and evaluates UA performance — and ensure those standards scale as we expand to additional titles. Serve as an internal resource and thought partner for analysts and data scientists across the organization, raising the bar on analytical rigor and building a culture where data-driven decision-making is the norm.
• Collaborate Cross-Team: Partner with Product Analytics and Data Engineering to interpret business performance and ensure reliable measurement across acquisition and product funnels.

Requirements

• 7+ years in growth analytics, UA data, or marketing performance roles (mobile or gaming strongly preferred)
• Strong understanding of marketing channels (Meta, Google, ASA, DSPs), and how media buying connects to attribution, ROAS, LTV, and optimization
• Experience building cohort-based analysis to guide geo, channel, and budget decisions
• Hands-on with attribution platforms (e.g., AppsFlyer, Adjust, or Singular), including event setup, SKAN, and postback QA
• Proficiency in building dashboards and visualizations to track UA performance, pacing, and results using tools like Tableau, Looker, or similar
• Fluent in SQL and Python, with experience using both for analytical workflows and model development
• Experience with cloud data platforms (e.g., Snowflake, Redshift, Databricks) and data libraries such as pandas, Spark.
• Strong QA instincts and a bias toward proactive data validation and troubleshooting
• Able to communicate data insights clearly across teams and identify opportunities in ambiguous situations.

Tech Stack

• Amazon Redshift
• Cloud
• Firebase
• Pandas
• Python
• Spark
• SQL
• Tableau

Benefits

• Medical, Dental, and Vision insurance plans with Second Dinner paying 100% of premiums for employees and 75% for dependents for many plans
• 401(k) contribution with no waiting period
• 16 weeks paid parental leave with no waiting period
• Home office improvement bonus
• Paid Vacation & Sick time
• Up to 10 BetterHelp sessions covered each benefits plan year
• Remote-first with core overlap hours between 10AM and 4PM PT
• Company Summer Holiday shutdown (week of July 4)
• Company Winter Holiday shutdown (Dec 25-Jan 1)
• Company Events
• In-person all-hands gathering, and virtual events throughout the year