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Head of Growth Analytics
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Responsibilities
- Define and own the marketing intelligence roadmap.
- Build and lead a high-performing team of analysts, engineers, and data scientists.
- Partner with Growth, Data, Finance and Product Marketing leadership to enable data-driven decisions.
- Lead the design and deployment of multi-touch attribution (MTA) and probabilistic attribution approaches.
- Champion marketing mix modelling (MMM) to measure cross-channel ROI and incrementality.
- Advance predictive analytics for LTV, churn, and customer journey optimisation, leveraging AI-powered models for greater accuracy.
- Deploy AI and machine learning models for anomaly detection, predictive spend optimization, and customer segmentation.
- Introduce Generative AI (GenAI) solutions for:
- Automated campaign insights ( explain spend efficiency by channel in natural language ).
- Dynamic customer journey clustering to identify emerging cohorts.
- Generating personalized marketing narratives and creative testing at scale.
- Build a culture of automation where insights flow seamlessly into marketing strategy and execution.
- Oversee marketing data pipelines and modelling powered by AppsFlyer, Databricks, Google Marketing Platform, and Google BigQuery.
- Ensure strong data governance, quality, and compliance with GDPR, CCPA, ATT, and other privacy regulations.
- Develop and maintain high-impact dashboards in Tableau.
- Deliver regular insights that guide marketing investment and strategy, supported by automated reporting and GenAI-driven summaries for executives.
- Act as the bridge between advanced AI/ML outputs and marketing strategy, ensuring models directly influence spend and creativity.
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