Lead Analyst, Marketing (Hybrid)

Homebase • Toronto, ON

30d • Hybrid

About The Position

At Homebase, you’ll join a team that’s bold, fast-moving, and obsessed with helping small businesses thrive. We build with empathy, act with urgency, and take big swings that drive real-world impact. Here, every Homie shows up to raise the bar, support one another, and celebrate wins as a team.
We’re not just building an app—we’re building unstoppable teams. So what do you say, are you in?
We’re looking for a Marketing Analyst who owns how Homebase measures and optimizes the full acquisition engine — from the first web visit to a paying customer. You’ll be the analytical authority on paid media effectiveness, attribution, web conversion, and organic performance, bringing rigor and clarity to decisions that directly shape where we spend, what we test, and how we grow.
This isn’t a basic reporting or BI role. You’ll design and run advanced causal measurement frameworks (geo holdout tests, synthetic control experiments) to cut through attribution noise, build the infrastructure that makes marketing measurement trustworthy at scale, and act as a strategic thought partner to Marketing, Growth, RevOps, and Finance leadership. If you’re energized by hard measurement problems, love building things that last, and want real ownership over how a growth business learns — this role is built for you.
These are the key ways you’ll contribute and create impact in this role:

Requirements

• 5–8 years of experience in marketing analytics, growth analytics, or data science with measurable business impact; at least 2 years at a senior or lead level.
• Deep hands-on experience with advanced paid media measurement — geo holdout testing, synthetic control methods, incrementality analysis, or similar causal inference approaches. This is the core differentiator for this role.
• Strong working knowledge of attribution modeling — multi-touch, data-driven, and the tradeoffs between them — with experience actually rebuilding or challenging an existing attribution setup.
• Advanced SQL and experience with modern analytics stacks (dbt, Databricks/Snowflake, Looker, or equivalent).
• Proficiency in Python (or AI-assisted Python) for experiment design, causal inference, and statistical modeling.
• Demonstrated experience with web analytics and CRO — event tracking, funnel instrumentation, conversion analysis (GA4, Segment, or similar).
• Experience partnering across Marketing (CMO/channel leads), Growth, RevOps, and technical teams (Engineering, Data Engineering) in a high-velocity tech or growth environment; SaaS or subscription background is a plus but not required.
• Exceptional communication and storytelling — able to explain a synthetic control experiment to a Head of Growth or channel manager and make it decision-ready.
• Demonstrated AI fluency — using AI to accelerate analysis, automate recurring workflows, and extend analytical capability.
• Self-starter mindset with strong ownership instincts; comfortable operating in ambiguity and setting the agenda rather than waiting for one.

Responsibilities

• Own paid media measurement end-to-end — go beyond platform-reported ROAS to design and execute geo holdout tests, synthetic control experiments, and incrementality frameworks that give leadership a true signal on what’s actually driving growth.
• Lead attribution strategy — evaluate, implement, and maintain multi-touch and algorithmic attribution models that connect marketing spend to pipeline and closed revenue; surface where credit is being mis-assigned and what that means for budget allocation.
• Drive CRO and web analytics — partner with Marketing and Growth to instrument, analyze, and improve the website funnel; define what’s being measured, ensure tracking integrity, and identify the highest-leverage conversion opportunities.
• Build the organic measurement framework — own SEO and content analytics, connecting organic traffic trends to acquisition outcomes and helping the team prioritize based on actual business impact.
• Support Lifecycle analytics — partner with the lifecycle team on measurement for email, push, and engagement programs; provide analytical support on segmentation and campaign performance without owning the roadmap.
• Partner with Engineering and Data Engineering on measurement architecture — define tracking requirements, co-design event schemas, and ensure the data infrastructure underpinning marketing analytics is reliable, scalable, and built right the first time.
• Build scalable, self-serve marketing analytics tools — dashboards, models, and metric layers that the CMO, Head of Growth, channel managers, RevOps, and Finance can trust and use independently without ad hoc requests.
• Translate complex measurement into clear decisions — turn geo test results, attribution shifts, and funnel findings into concise, exec-ready narratives that influence spend decisions, headcount planning, and GTM strategy.
• Champion AI-assisted workflows — automate recurring reporting, accelerate analysis turnaround, and raise the measurement bar across the marketing org.
• Ensure instrumentation integrity — partner with data engineering and marketing ops to define tracking requirements for new campaigns, channels, and funnels before they launch, not after.

Benefits

• Stock options + TFSA/RRSP with 4% company match
• Comprehensive medical, dental, and vision for you and your dependents
• Flexible PTO + company holidays + designated focus periods
• AI access, for real: We invest in builders and believe that curiosity shouldn't have a paywall. That means you'll have access to paid AI tools with minimal restrictions, so you can build, experiment, and level up your craft.
• Maternity/Parental Leave EI top-up support offered (after 6 months of service)
• Work From Anywhere Month + meeting-free weeks yearly
• Life insurance + short/long-term disability coverage
• Meals provided, team offsites, and Customer Days

What This Job Offers

• Job Type: Full-time
• Career Level: Mid Level
• Education Level: No Education Listed