Job Description
Performance Marketing Analytics:
▪ MIS Dashboard Creation: Build and maintain comprehensive dashboards
tracking key performance metrics (CAC, CPL, CPA, ROAS, CTR, CPM,
Conversion Rates)
▪ Funnel Monitoring: Create end-to-end marketing funnel tracking systems
from ad impression to lead/registration, identifying drop-off points and
optimization opportunities
▪ Campaign Performance Tracking: Monitor daily/weekly/monthly campaign
performance across all channels and flag anomalies
▪ Data Quality Monitoring: Audit conversion data accuracy and identify
tracking discrepancies or data gaps
▪ Marketing ROI Tracking: Track marketing spend, cost per lead, cost per
acquisition, and overall marketing ROI
▪ Attribution Modeling: Develop multi-touch attribution frameworks to
understand customer journey
Data Management & Reporting:
▪ Automated Reporting: Set up automated daily/weekly reports for marketing
team and leadership
▪ RCA (Root Cause Analysis): Conduct deep-dive analysis on campaign
success and failures
▪ Data Integration: Connect data from multiple sources (Meta Ads Manager,
Google Ads, CRM, payment gateways, webinar platforms)
▪ Data Quality: Ensure accuracy and consistency of marketing data across all
systems
▪ Custom Reports: Create ad-hoc reports based on stakeholder requirements
Business Intelligence:
▪ Performance Forecasting: Build predictive models for lead volume, lead
quality scores, and campaign performance trends
▪ Cohort Analysis: Analyze lead acquisition cohorts by campaign, channel, and
time period for performance patterns
▪ Competitive Benchmarking: Track industry benchmarks and compare
performance
▪ A/B Testing Analysis: Design experiments and analyze statistical significance
of test results
▪ Audience Insights: Analyze demographic, geographic, and behavioral data
to identify high-performing segments
Process & System Optimization :
▪ Marketing Data Flow: Ensure seamless data flow between ad platforms,
landing pages, webinar platforms, and CRM
▪ Dashboard Optimization: Continuously improve existing dashboards based
on user feedback
▪ Documentation: Maintain clear documentation of data definitions,
calculations, and processes
Key Skills & Competencies:
Technical Skills
▪ Analytics Platforms: Google Analytics (GA4), Meta Ads Manager, Google
Ads, LinkedIn Campaign Manager
▪ Dashboard Tools: Looker Studio (Data Studio), Tableau, Power BI, or similar BI
tools
▪ Spreadsheets: Advanced Excel/Google Sheets (Pivot Tables, VLOOKUP,
complex formulas, macros)
▪ CRM Systems: HubSpot, Salesforce, Zoho, or similar platforms
▪ Data Sources: Understanding of how conversion tracking works (pixels, UTM
parameters) for data analysis and troubleshooting
▪ SQL: Basic to intermediate SQL for data extraction and manipulation
(preferred)
▪ Automation Tools: Experience with integration platforms like Zapier or API
integrations (preferred)
Analytical Competencies
▪ Strong understanding of performance marketing metrics and KPIs
▪ Ability to identify trends, patterns, and actionable insights from data
▪ Statistical knowledge for A/B testing and significance analysis
▪ Experience with funnel optimization and conversion rate optimization
principles
▪ Understanding of customer acquisition economics and unit economics
Business Acumen
▪ Understanding of B2C marketing funnels and customer journey mapping
▪ Ability to translate data insights into marketing recommendations
▪ Understanding of marketing budget allocation and ROI optimization
▪ Knowledge of lead generation and conversion optimization strategies
Soft Skills
▪ Clear communication of complex data to non-technical stakeholders
▪ Attention to detail and commitment to data accuracy
▪ Proactive problem-solving approach
▪ Ability to work independently and manage multiple priorities
▪ Collaborative mindset to work with marketing and tech teams
Requirements:
▪ 2-3 years in Performance Marketing Analytics, Marketing Operations, or MIS
roles in a B2C setup
▪ Experience in education, coaching, training, or consulting industry preferred
▪ Proven track record of building dashboards and reporting systems
▪ Understanding of paid advertising platforms (Meta, Google)
▪ Experience analyzing lead generation and conversion campaigns
▪ Demonstrated ability to work with large datasets and multiple data sources
Preferred Certifications:
▪ Looker Studio (Data Studio) or Tableau or Power BI Certification
▪ Advanced Excel or Google Sheets Certification
▪ SQL for Data Analysis Certification (optional but preferred)
Key Performance Indicators (KPIs):
▪ Dashboard Accuracy: 99%+ data accuracy in all marketing reports and
dashboards
▪ Report Timeliness: Daily marketing performance reports delivered by 10 AM
▪ Actionable Insights: Minimum 2 data-driven marketing optimization
recommendations per week
▪ Data Integration: All marketing data sources (ad platforms, CRM, webinar
tools) connected within first 30 days
▪ Process Documentation: Clear documentation of all metrics, calculations,
and data flows maintained
▪ Stakeholder Satisfaction: Positive feedback from performance marketing
team on dashboard usability and data quality
