Marketing Analyst

Backroads • Berkeley, CA

15d

About The Position

The Digital Marketing Analyst is a data-driven strategist responsible for measuring, interpreting, and optimizing performance across all marketing channels. This individual provides the reporting backbone for the Web, Paid Media, CRM, and Loyalty teams , blending statistical expertise with AI-powered tools to uncover and act on patterns in guest behavior, campaign performance, and web analytics. They bridge human judgment with machine intelligence to accelerate business insights and drive smarter, faster marketing decisions , delivering insights that help Backroads improve acquisition, conversion, and retention.

Requirements

• 3–5 years of experience in marketing analytics, performance marketing, or ecommerce analytics.
• Proficiency in tools such as GA4, Google Tag Manager , PowerBI / Looker/Tableau, and Excel.
• Familiarity with AI tools and platforms.
• Experience analyzing multichannel funnels and user journeys.
• Strong understanding of KPIs such as CAC, LTV, ROAS, and conversion rate.
• Excellent communication skills and the ability to convey data clearly to stakeholders.

Responsibilities

• Develop and maintain dashboards and reports to track KPIs across paid media, email, web, CRM, and loyalty campaigns.
• Collaborate with channel leads to define campaign goals and monitor performance against targets.
• Document and m aintain the data layer in Google Tag Manager , ensuring the accuracy and integrity of data collection throughout the ecosystem.
• Regularly a nalyze user behavior across the booking funnel and generate actionable insights.
• Use AI tools and platforms (like GPT, BigQuery ML, or AutoML ) to generate and test hypotheses at scale .
• Automate repetitive queries and reporting via scripts, bots, or AI copilots.
• Partner with marketing teams to test and deploy predictive models ( e.g. churn risk, LTV).
• Communicate insights visually and contextually, often embedding generative narratives directly into dashboards.
• Plays a key role in data governance, ensuring AI-generated insights are ethical and unbiased.

What This Job Offers

• Job Type: Full-time
• Career Level: Mid Level
• Education Level: No Education Listed
• Number of Employees: 501-1,000 employees