Senior Marketing Insights Analyst

About the role

You will own the end to end marketing measurement narrative for Paddle, translating complex cross channel data into clear opportunity maps and decision ready recommendations that directly steer how we invest our marketing budget. You will act as the analytical engine embedded within Marketing Operations, partnering closely with channel owners and campaign managers to ensure every program is defined, measured, and optimised with rigor from day one. You will work alongside our Senior Marketing Analytics Engineer in Data Engineering to challenge, refine, and improve our upstream data infrastructure so that insights are grounded in a world class data foundation. You will design and run incrementality tests to validate what attribution models alone cannot prove, and you will build the team's collective trust in each method where appropriate. You will define measurement frameworks in partnership with paid media, social, web, SEO and AEO, and content owners, agreeing success metrics, targets, and test designs ahead of campaigns rather than after. You will analyse the full buyer journey across HubSpot and Salesforce, surfacing funnel trends, conversion bottlenecks, and anomalies from lead creation through lifecycle progression to opportunity and closed won. You will lead post-mortems on campaigns and programs, quantifying what worked and what did not, and turning findings into specific changes in targeting, spend, or creative for the next cycle. You will set requirements for our GTM data layer, defining what marketing needs from Snowflake and dbt models, writing acceptance criteria, and partnering with our Senior Marketing Analytics Engineer on implementation. You will extend measurement beyond the funnel, contributing to how we track brand and upper funnel signals such as branded search, share of voice, and awareness, so that investment cases for brand spend are evidence based and defensible. You will raise the analytical bar across the team by coaching channel owners on interpreting their own dashboards, standardising definitions, and reducing ad hoc reporting requests by making self serve genuinely work and trusted.

Key facts

What you'll do

• Own the marketing performance narrative by defining questions that matter and delivering decision ready insights to channel owners and marketing leadership on a regular cadence, from weekly channel reviews to quarterly business reviews.
• Shape how marketing budget is allocated by building forecasting, scenario modelling, and benchmarking that informs quarterly and annual planning, and make clear recommendations on where to invest, hold, or pull back.
• Own our revenue attribution practice by maintaining and evolving our attribution models, interpreting multi touch and pipeline contribution data, and being the team's authority on what is genuinely driving pipeline and revenue.
• Design and run incrementally tests to validate what attribution alone cannot tell us, and build the team's understanding of when to trust each method.
• Define measurement frameworks with channel owners (paid media, social, web, SEO and AEO, content) before campaigns launch, agreeing success metrics, targets, and test designs up front, not retrospectively.
• Analyse the full buyer journey across HubSpot and Salesforce, surfacing funnel trends, conversion bottlenecks, and anomalies from lead creation through lifecycle progression to opportunity and closed won.
• Lead campaign and program post mortems, quantify what worked and what did not, and turn findings into specific changes to targeting, spend, or creative for the next cycle.
• Set requirements for our GTM data layer, define what marketing needs from Snowflake and dbt models, write acceptance criteria, and partner with our Senior Marketing Analytics Engineer who owns implementation.
• Extend measurement beyond the funnel, contribute to how we track brand and upper funnel signals such as branded search, share of voice, and awareness, so investment cases for brand spend rest on evidence.
• Raise the analytical bar across the team, coach channel owners on interpreting their own dashboards, standardise definitions, and reduce ad hoc reporting requests by making self serve genuinely work.

Requirements

• 8+ years of experience in marketing analytics, marketing operations, or a closely related role, ideally within a B2B SaaS environment where you have owned a measurement or attribution strategy, not just executed within one.
• Hands on experience with a B2B attribution platform such as Deamdata, a CRM and marketing automation stack such as HubSpot and Salesforce, and BI tooling such as Omni, Looker, or Tableau.
• Solid SQL skills: you can join, aggregate, and sanity check data across warehouse tables yourself, and you can read a dbt model well enough to challenge it.
• Deep judgment on marketing measurement: you know the strengths and limits of multi touch attribution, when to reach for incrementality testing or experiments instead, and how to explain the difference to a non analyst.
• The ability to translate complex data into plain language recommendations, not just presenting what happened, but advising what to do next.
• Strong stakeholder management: you are comfortable presenting to a CMO and a paid media specialist on the same day and calibrating your message accordingly.
• Comfortable working in a fast moving, high growth SaaS business, comfortable prioritising across multiple requests while maintaining a high standard of analysis.
• A collaborative mindset and a bias toward action, partnering closely with product, finance, sales, and leadership to turn insights into impact.

Practical notes

LENGTH: 700-900 words. No HTML, no markdown, no em dashes.

Output the page only.