Senior Data Analyst - Marketing Operations & Analytics

POS-31368

The HubSpot Paid Marketing and Website Monetization teams leverage data to optimize prospect and customer experiences across our digital properties and acquisition channels. The Marketing Analytics team provides the data infrastructure and analytical expertise to drive data-informed decisions across the organization.

As a Senior Data Analyst on the Marketing Operations & Analytics team, you will be instrumental in providing strategic insights and actionable recommendations to our partners across Paid Marketing and Web/AEO (Answer Engine Optimization) strategy. You will translate complex data into clear business implications, develop robust reporting, and partner with cross-functional teams to enhance the performance of our paid acquisition efforts as well as our web experience, AEO traffic, and on-site conversion outcomes. This role offers the opportunity to become a subject matter expert in how data and analytics can directly impact our paid acquisition, web strategy, and AEO execution.

In this role, you'll get to:

• Analyze paid marketing campaign performance and web behavior data across various channels (e.g., Google Ads, Meta Ads, Affiliate) and surfaces (e.g., website, AEO referrals) to identify trends, opportunities for optimization, and areas for improvement in the full marketing and web funnel.
• Develop and maintain key reporting dashboards and analyses in our data visualization tools (e.g., Looker) to provide teams with timely and actionable insights into campaign performance, ROI, web engagement, conversion rates, and other key metrics.
• Conduct in-depth quantitative research and build forecasting and performance models to support strategic planning, budget allocation for paid marketing initiatives, and prioritization of AEO and web strategy projects (e.g., CRO tests, web personalization, AEO content and experience investments).
• Collaborate closely with Marketing stakeholders and Analytics Engineers to define data requirements, develop data infrastructure, and ensure accurate and efficient reporting for both acquisition and on-site performance.
• Communicate findings and data-driven recommendations to stakeholders and leadership with a clear point of view, enabling them to make informed decisions about investment, experimentation, and strategy across channels and the website.
• Become a go-to expert on paid marketing, web performance/tracking, and AEO-related data, educating teams on best practices for data analysis and interpretation, including how to measure AEO impact and web conversion performance.
• Proactively identify opportunities to improve data quality, reporting processes, and analytical capabilities across the Paid Marketing and Web/AEO strategy domains, including integrating new data sources for AEO and web measurement where needed.
• Coordinate with stakeholders across Product, Finance, Marketing, Sales, and Customer Success to ensure data is accessible and metrics are well-defined, relevant, and actionable.

We are looking for people who have:

• 3+ years of experience in a data analyst role with a strong focus on Marketing Analytics, preferably but not required to have direct exposure to paid acquisition data.
• Demonstrated experience using data to influence business decisions and drive measurable results in a marketing context.
• Advanced proficiency in SQL for data extraction, transformation, and analysis (experience with Snowflake SQL is a plus).
• Strong hands-on experience with Business Intelligence and data visualization tools (experience with Looker is highly preferred).
• Excellent analytical, problem-solving, and project management skills.
• Strong communication and presentation skills with the ability to convey complex data insights to both technical and non-technical audiences.
• Proven ability to collaborate effectively with cross-functional teams (Marketing, Finance, ProdOps).
• A proactive and curious mindset with a desire to continuously learn and improve.

Nice to Have:

• Solid understanding of the marketing funnel and key paid marketing metrics (e.g., CPA, ROAS, LTV).
• Experience with statistical modeling or data science techniques (e.g., regression analysis).
• Familiarity with marketing automation platforms (e.g., HubSpot).
• Familiarity with website tracking and analytics, including hands-on experience with tracking code implementation, cross-domain analytics, and segmentation/reporting to support web performance and conversion optimization initiatives.
• Experience driving projects related to web strategy and AI Engine Optimization (AEO), such as building AEO referral reporting, integrating new data streams for AEO measurement, and enabling CRO & web personalization attribution and reporting.
• Experience with advanced SQL techniques (window functions, CTEs, etc.).
• Experience working within the Hex data platform.
• Understanding of attribution models in a marketing context.
• Experience working in a SaaS business.