ABOUT THE ROLE:
As Operatic’s first dedicated Analytics Specialist, you will play a pivotal role in shaping how we measure, optimize, and elevate marketing performance. Reporting to the Director of Omnichannel Media, your focus extends beyond cost-efficiency, but in connecting marketing intelligence, consumer behaviour across channels, media performance, business strategy, and data infrastructure to enable smarter decisions that drive meaningful and profitable growth for our clients. In a world flooded with data, you prioritize business outcomes over vanity metrics, focusing on what truly matters to deliver meaningful and profitable growth for our clients.
The ideal candidate is equal parts strategist and technician, with a deep understanding of digital marketing performance and omnichannel consumer behaviour. You thrive on diving into data to uncover the “why” behind the numbers and contribute to the “what’s next,” fueling data-driven strategies that improve return on marketing spend and unlock growth.
WHAT YOU’LL BE DOING:
Your work will directly influence client strategies, drive growth, and continuously improve our marketing performance capabilities.
Data Intelligence
- Collaborate with cross-functional teams to align measurement strategies with client business goals and meaningful outcomes.
- Develop audience segmentation and targeting strategies informed by deep, data-driven insights.
- Define KPIs and develop tailored measurement frameworks for both paid and owned media channels.
- Translate complex data into actionable insights that inform creative, media, and strategic optimization recommendations.
- Participate in client-facing presentations and campaign performance reviews to clearly communicate findings and opportunities.
- Focus on business outcomes over vanity metrics to drive meaningful and profitable growth for our clients.
Data Visualization & Performance Reporting
- Build and maintain dashboards, reports, and data models that track campaign performance across multiple channels.
- Conduct exploratory data analysis to uncover trends, anomalies, and optimization opportunities.
- Ensure data accuracy and integrity across platforms such as GA4, Meta Ads, Google Ads, and Google Tag Manager.
- Build visual and narrative reporting that ties performance trends to business outcomes, speaking to technical and non-technical audiences alike.
Marketing Measurement & Modelling
- Design and validate incrementally studies and media mix models grounded in real business outcomes, moving beyond vanity metrics to drive meaningful and profitable growth.
- Apply testing methodologies such as geo-lift studies, hold-out experiments, and multi-touch attribution to measure true incremental impact and accurately assess channel performance.
- Build predictive and agile models to support scenario planning, forecasting, and campaign optimization aligned with evolving business objectives.
- Translate complex modeling outputs into practical tools that guide budget allocation, media mix decisions, and strategic planning.
- Continuously refine measurement frameworks to adapt to changing media environments and ensure data integrity across platforms.
Experimentation & Optimization
- Plan and execute controlled experiments including A/B tests and geo-based lift studies to validate marketing hypotheses..
- Investigate performance shifts and anomalies with a hypothesis-driven approach to identify root causes and actionable solutions.
- Frame insights with clear narratives (challenge → experiment → result), demonstrating measurable improvements in key metrics such as lead growth, bounce reduction, or customer lifetime value.
- Drive ongoing campaign optimization by applying learnings from testing and analysis to improve return on marketing spend.
Collaboration & Communication
- Work alongside client stakeholders to understand business goals and customize reporting and insights to meet their needs.
- Translate data insights into narratives and presentations tailored for diverse audiences
- Present clear, compelling narratives and performance summaries to leadership, internal teams, and clients, informing planning, retrospectives, and strategic reviews.
- Translate datasets into actionable recommendations that inform strategic planning, campaign retrospectives, and future business strategies.
- Translate data insights into narratives and presentations tailored for diverse audiences, ensuring clarity and actionable understanding.
WHAT YOU’LL BRING TO THE ROLE:
- A degree or diploma in Marketing Analytics, Business Intelligence, Data Science, or a related field.
- 3 or more years of qualified experience in marketing or data analytics or a related field in an agency, consultancy, or fast-paced environment.
- Strong communication skills are mandatory. You must be able to translate complex data, analysis, and technical concepts into clear, compelling stories that non-technical audiences can easily understand and act upon.
- Strong understanding of performance marketing metrics, customer journeys, and attribution models.
- Familiarity with SQL or querying tools (e.g., BigQuery, Snowflake) at a foundational level is expected.
- Proficient in Excel, Google Sheets and GA4/GA360. These tools are core to our day-to-day performance analysis and decision-making
- Hands-on experience with Google marketing platforms such as Google Ads, Tag Manager, Looker Studio, Search Console, and Campaign Manager.
- Comfortable building dashboards and reports using tools such as Power BI, Tableau, Wicked Reports, or Google Sheets, and skilled in using connectors such as Supermetrics to centralize data.
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