Principal Data Analyst, Marketing Analytics

Ready to make travel easier for millions? Airalo is the world s first and largest eSIM store, helping travellers stay connected seamlessly in over 200 countries and regions. We trust our teams to take ownership, put customers first, and do work that has a real impact every day. What s in it for you? Airalo offers team members a range of perks, including remote work, generous PTO, wellness and learning allowances, and, of course, our annual Airalo Away retreat. Learn more about our benefits here; www.notion.so/airalo-public/Benefits-25396a97ffca81fb9bc1f0be479f1be3 Hi, I'm Andra, Director of Data at Airalo! Our team works across the full data ecosystem, from collection to insights activation, ensuring that every piece of data drives meaningful action. We re curious problem-solvers who love tackling challenges that haven t been solved before and building tools and processes that scale impact across the company. Airalo s fully remote Data team is growing. You ll turn numbers into decisions that shape the future of our business, collaborating with cross-functional teams to solve complex problems and influence how millions of travellers stay connected. This isn t just dashboards - it s using data to drive strategy, inform product and growth decisions, and create real impact. You ll have access to best-in-class tools, the freedom to experiment, and a team ready to turn insights into action. Do you thrive at the intersection of marketing science and business strategy? We're looking for a Principal Data Analyst, Marketing Analytics to own and execute our marketing measurement strategy - from Marketing Mix Modeling and incrementality testing through to attribution, channel economics, and budget allocation. This role is for someone who combines deep technical expertise with the ability to influence how a global organisation thinks about growth. You'll design experiments, build models, and deliver the insights that shape how we invest our marketing spend across 190+ countries. But measurement only matters if it changes decisions - so you'll also drive adoption of your work across the Growth organisation, build measurement literacy with stakeholders, and elevate the data culture that turns analysis into action. If you're ready to operate at the frontier of modern marketing measurement in a high-growth, global business - we'd love to hear from you. Responsibilities include, but are not limited to: • Manage and evolve Airalo s growth MMM portfolio - driving the existing market model from validation into a production-grade decision tool, and scaling to additional markets as growth ambition and data readiness allow. • Design and execute incrementality experiments (geo-holdouts, conversion lift studies, synthetic control, difference-in-differences) that calibrate the MMM and establish true causal impact of marketing spend across channels. • Evolve our attribution methodology: determine the right models and attribution windows for our purchase cycle, specify the data requirements, and measure the impact of tracking remediation on attribution accuracy. • Calculate and continuously optimize the CAC metrics (platform-reported, internally-attributed, incremental, and blended) and own LTV:CAC as a strategic KPI reported to leadership. • Build measurement literacy within the Growth and Acquisition teams: train stakeholders to interpret the LTV/CAC related metrics, understand the difference between attributed and incremental performance, and use self-service reporting with confidence. • Build and maintain the performance marketing reporting framework - with Analytics Engineering to ensure the underlying models serve both reporting and measurement needs. • Act as analytics partner to the Growth and Acquisition teams: translate business questions into measurement plans, deliver the analytics that inform spend decisions, and build self-service reporting that reduces ad-hoc dependency. • Drive adoption of measurement outputs-ensure MMM scenarios, incrementality results, and attribution insights translate into concrete budget allocation changes • Contribute to the development of a unified decision framework that integrates signal health, attribution, and incrementality into budget allocation guidance with clear go/no-go criteria for scaling spend by market and channel. • Build institutional knowledge: document every experiment result, every MMM refresh, and every signal quality trend so that each quarter s decisions are better informed than the last. • Collaborate with the Senior CDP Engineer and MarTech on the data and signal infrastructure that underpins measurement - defining what you need, so they can build it right. Must-haves: • Several years of experience in marketing analytics, marketing science, or growth analytics, with deep expertise across at least two of Marketing Mix Modeling, Incrementality Testing (geo-experiments, RCTs), and Multi-Touch Attribution. • Hands-on experience building, validating, or cal...