toptal - Senior Marketing Analyst, Strategy & Analytics
Requirements
• 5+ years of experience in data analysis, analytics, or business intelligence is required, with a focus on marketing analytics. • 2+ years of experience within general consulting or an analytical operations function is required. • Demonstrated experience analyzing SEM (paid search), SEO (organic search), and Generative AI / AI-driven search channels is required. • Both a strong background in math, science, finance, engineering, or statistics and deep business insight is required; advanced degrees and/or MBA are a plus. • Experience with BI tools (Tableau, Qlik, PowerBI, etc.). • Proficiency in SQL; experience with R, Python, or MATLAB is a plus. • Hands-on experience using Generative AI tools such as Claude, Gemini, or ChatGPT to support analysis, automation, and reporting. • Experience with exploratory data analysis, prototyping, testing hypotheses, performing root cause analyses, modeling business processes, building forecasts, creating predictive models, defining metrics, and/or measuring marketing performance. • Track record of linking data and analytics to marketing strategy, financial performance, and operations to drive real impact. • Working knowledge of probability and statistics, experience with process improvement is a plus. • Proven ability to manage diverse stakeholders and balance multiple, conflicting priorities in a fast-moving environment. • Ability to explain complex issues simply and intuitively, and willingness to challenge assumptions, communicate limitations, and flag blind spots. • Outstanding written and verbal communication skills. • Ability to work in a fast-paced, rapidly growing company and handle a wide variety of challenges, deadlines, and a diverse array of contacts. • You must be a world-class individual contributor to thrive at Toptal. You will not be here just to tell other people what to do.
Responsibilities
• Analyze data, build models, test hypotheses, find root causes, develop prototypes, forecast performance, create Tableau reports, and write SQL scripts; and extract insights from these data activities to inform marketing decisions. • Use descriptive (what happened) and diagnostic (why did it happen) analytics to develop specific, actionable recommendations for marketing leaders. • Define metrics that are independent, holistic, accurate, encourage the right behaviors, and are aligned with company strategy and objectives. • Measure and diagnose the performance of SEM, SEO, and Generative AI channels—analyzing spend efficiency, keyword and query performance, organic visibility and share of voice, funnel conversion, and lead value/ROAS—to guide budget allocation and channel strategy. • Map marketing processes and channel journeys to their corresponding data flows across acquisition, engagement, and revenue generation. • Proactively identify and surface opportunities to improve efficiency, conversion, revenue generation, client and talent experience, operations, communication, systems & tools, cash usage, etc. • Work closely with marketing stakeholders, data analysts, and business process owners to empower data-backed decision making, balancing and prioritizing competing requests across teams. • Leverage Generative AI tools (such as Claude, Gemini, and ChatGPT) to accelerate analysis, automate reporting workflows, and evaluate the growing impact of AI-driven search and referral channels on marketing performance. • Build and maintain marketing data infrastructure from lead acquisition to revenue generation, setting up and integrating Google Analytics, Google Search Console, and Google Ads as required. • In the first week, expect to: • Onboard and integrate into Toptal, quickly learning about Toptal’s history, culture, and vision. • Shadow key teams to learn the core of the marketing organization and its channels. • In the first month, expect to: • Understand the data generated through marketing operations and activities and where/how that data is stored–especially as it relates to our team. • Obtain a basic understanding of the assigned marketing function and its operations across SEM, SEO, and Generative AI channels. • Assess the current state of performance metrics, reports, dashboards, models, and analyses used, and identify discrepancies and areas for improvement. • Begin supporting the function leader with relevant insights and reports for leadership meetings. • In the first three months, expect to: • Develop a proficiency of the data elements of the function and obtain a robust understanding of critical marketing processes. • Gain an understanding and ability to assess the drivers and impacts of marketing decisions on financial performance. • Begin identifying new opportunities to explore in the quest to improve performance continually, while exercising discretion and independent judgment. • In the first six months, expect to: • Begin to solve real business problems as a team that will move the needle on key marketing performance metrics and financial performance. • Help us align and standardize metric definitions across the company. • Perform detailed root cause analysis to expose critical drivers of channel performance. • In the first year, expect to: • Inform significant strategic initiatives, goals, priorities, and performance indicators. • Become an expert both on marketing process and data flow, and assist in building a new outstanding marketing analytics function.
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