Business Analyst

Roles and Responsibilities

• Collect, analyze, and interpret campaign performance data across digital marketing channels, including Google Ads, Affiliates, and Legacy platforms.
• Track and report key performance metrics such as CTR, Conversion Rate, ROI, CAC, LTV, impressions, conversions, and revenue KPIs.
• Collaborate with the AVP – Global Digital Marketing and regional teams to optimize campaign performance and recommend budget reallocations based on insights.
• Develop and maintain dashboards, reports, and presentations to communicate performance and trends to Regional Digital Marketing Heads across Asia, the Middle East, Africa, LATAM, and Europe.
• Conduct deep-dive analyses to uncover growth opportunities, performance gaps, and potential risks.
• Support marketing teams in forecasting, budgeting, and ROI modeling to improve efficiency and resource allocation.
• Partner with cross-functional teams—Business, Telecom Clients, Program Management, Analytics, MIS, Engineering, Operations, Product, and Finance—to ensure alignment on performance goals and data integrity.
• Ensure accuracy, consistency, and reliability of all marketing performance data and reporting systems.
• Monitor competitor activity, market benchmarks, and industry best practices to inform strategy and drive continuous improvement.

Required Skills and Qualifications

• Strong analytical and problem-solving skills with the ability to translate complex data into actionable insights.
• Proficiency in Excel or Google Sheets, SQL, and data visualization tools such as Tableau, Power BI, Looker, or Google Data Studio.
• Solid understanding of key digital marketing channels, including Google Ads, Meta Ads, Programmatic, Affiliate, TikTok, and Video Advertising.
• Hands-on experience with analytics and attribution platforms such as Google Analytics (GA4), AppsFlyer, or similar.
• Familiarity with A/B testing, attribution modeling, and user funnel analysis.
• Excellent communication and presentation skills to explain insights effectively to both technical and non-technical stakeholders.
• Detail-oriented, organized, and able to manage multiple priorities under tight deadlines.
• Proactive, data-driven mindset with a focus on performance optimization and business impact.