In this role you will:

• Partner with Marketing, Operations, and Executive teams to finalize and maintain the definitions of core KPIs: Ridership, Reputation (e.g., NPS, Sentiment), and Brand Awareness (e.g., Share of Voice, Branded Search Volume).
• Oversee the data flow and integrity across the core analytics stack: Salesforce Data Cloud, AppsFlyer, GA4, Sprinklr, and Salesforce Marketing Cloud.
• Lead, where applicable, to successfully integrate proprietary data into the tools and applications to ensure accurate linking of marketing IDs (from AppsFlyer/GA4) to custom
• Define, implement, and maintain the Position-Based Attribution Model to accurately allocate credit for Ridership conversions across all paid and organic channels.
• Lead the design and implementation of scalable marketing processes and operating rhythms that translate strategy into consistent, measurable execution across the team.
• Lead the calculation and reporting of Marketing Return on Investment (MROI), Customer Acquisition Cost (CAC), Customer Lifetime Value (CLV), and CLV:CPAR (Cost Per Acquired Rider) ratio by channel.
• Conduct proactive analyses to identify growth opportunities, diagnose drops in ridership, and determine the causal relationship between improvements in Reputation (e.g., rising NPS) and increases in Ridership Retention.
• Support the team by analyzing and proposing controlled experiments across digital channels (ad creative, landing pages, in-app promotions) to generate statistically significant findings.
• Design and build automated, integrated dashboards in the BI tool that leverage internal and external datasets .
• Create or contribute to reports and presentations summarizing marketing performance against the core KPIs for executive leadership, clearly translating complex data into strategic recommendations.
• Create dashboards, reports, and presentations that show the performance of marketing activities.
• Establish and enforce standards for data quality, UTM usage, and naming conventions across all marketing campaigns to ensure reporting accuracy.
• Provide insights and strategic recommendations from competitive, category, and product analyses provided from cross-functional teams to inform marketing plans.
• Drive end-to-end customer and market insights initiatives, integrating quantitative analytics with qualitative research to uncover emerging behaviors, unmet needs, and new opportunities for differentiation.
• Manage Voice of Consumer (VoC) programs, including social sentiment, customer feedback, and review analysis into actionable insights informing brand messaging, product, and service decisions.

Qualifications

• Experience: 8+ years of experience in Marketing Analytics, Data Science, or a related quantitative field, preferably within a D2C, mobility, or subscription business.
• Technical Stack Expertise: Demonstrated experience with a modern data stack, including proficiency in:
• SQL for querying and manipulating large datasets.
• A Cloud Data Warehouse (e.g., Databricks, BigQuery, Snowflake, or a similar CDP/DataCloud).
• A Business Intelligence tool (e.g., Tableau, Power BI, Looker Studio).
• Domain Knowledge: Solid understanding of digital marketing metrics (Impression, Reach, CTR, Conversion Rate) and mobile app attribution (AppsFlyer/Branch).
• Quantitative Skills: Proven ability to build models for CAC, CLV, perform segmentation, and conduct rigorous statistical analysis.
• Comfortable navigating ambiguity and iterating quickly in a fast-paced, high-growth environment.
• Demonstrated ability to lead research end-to-end—from planning and execution through analysis and implementation—and translate findings into clear, strategic recommendations.
• Demonstrated project management proficiency, with the ability to effectively coordinate and deliver multiple reports and dashboards.

Bonus Qualifications

• Direct experience integrating proprietary software with a Data Warehouse.
• Familiarity with marketing platforms in our current stack (Sprinklr, Data Cloud, Marketing Cloud, Tracksuit, Lucid, G4, Appsflyer, AppsFollow).
• Familiarity reporting on the role of longer-term tactics, like measures of Brand Awareness, and how they contribute to the business objective

148000 - 178000 USD a year