Principal Data Analyst, Marketing Analytics

Principal Data Analyst, Marketing Analytics 

As a Principal Data Analyst, Marketing Analytics, you will lead end-to-end measurement of the customer journey and marketing performance – from initial engagement through pipeline and revenue realization. You will partner with vertical and regional stakeholders to define success metrics, build scalable measurement frameworks, and apply advanced analytics (e.g., experimentation, predictive modeling) to optimize marketing investment and drive business outcomes. 

This role requires expertise in B2B marketing analytics, strong technical execution, and the ability to translate complex data into clear, executive-level insights in a fast-paced software environment. 

Day-to-Day Responsibilities: 

• Own and evolve end-to-end measurement of marketing performance across the full customer journey (interactions -> engagement -> pipeline -> revenue), delivering insights that inform campaign strategy and orchestration. 

• Partner with stakeholders to translate business objectives into clear measurement frameworks, success metrics, and analytics roadmap aligned to GTM goals. 

• Deliver actionable, data-driven insights that clearly articulate performance drivers, optimization opportunities, and business impact to inform decision-making. 

• Lead experimentation and advanced analytics (e.g., multivariate testing, causal inference) and develop predictive models and forecasting approaches to evaluate marketing effectiveness, optimize spend allocation, and improve omnichannel performance and outcome prediction in complex environments. 

• Develop, maintain, and evolve dashboards and reporting to support executive decision-making and recurring business cadences (e.g., monthly performance reviews, QBRs), ensuring self-service access, data accuracy, and consistent storytelling. 

• Drive cross-functional alignment across Marketing, Sales, and Operations to improve data quality, streamline data pipelines, and strengthen reporting consistency, while defining measurement standards, benchmarks, and governance to enable scalable and trusted decision-making. 

• Drive adoption of analytics through stakeholder enablement, including training, documentation, and ongoing consultation. 

Preferred Experience: 

• 5+ years in marketing, growth analytics, or revenue analytics, preferably within a B2B SaaS or enterprise environment. 

• Proven experience owning end-to-end marketing measurement, including funnel analytics, customer journey analytics, attribution models, and campaign performance evaluation. 

• Demonstrated ability to influence senior stakeholders through data storytelling, strategic insights, and clear recommendations. 

• Experience partnering closely with cross-functional teams to align data, processes, and measurement. 

Preferred Skills and Knowledge: 

• Strong expertise in marketing and revenue data ecosystems, including tools such as Salesforce (SFDC), Eloqua, GA4, Dreamdata (or similar), Qlik, Power BI, Looker Studio, and BigQuery. 

• Advanced proficiency in SQL and experience with Python, R, or other statistical programming languages. 

• Hands-on experience with cloud data warehousing (e.g., Snowflake), ETL processes, and data modeling. 

• Deep understanding of B2B customer journeys, lifecycle marketing, and inbound/outbound strategies. 

• Expertise in experimentation, statistical analysis, predictive modeling, and forecasting in complex, multi-channel environments. 

• Strong ability to synthesize data from disparate sources into cohesive, insight-driven narratives tied to business outcomes. 

• Strong understanding of GTM operations systems, data dependencies, and process optimization. 

• Exceptional analytical thinking, problem-solving, and attention to detail, with the ability to balance strategic perspective and execution. 

• Strong communication skills, with the ability to lead discussions, challenge assumptions, and drive continuous improvement.