Marketing Analyst

Role: Marketing Analyst

Level: Senior Executive/Assistant Manager

Reporting To: Manager - Marketing Analytics

Location: Gurgaon

About the Function

Marketing team at MakeMyTrip plays a critical role in shaping brand perception, driving customer acquisition and unlocking growth across our lines of business. The function works across brand marketing, performance marketing, CRM, mobile marketing, and social/digital

channels to build high-impact campaigns that strengthen customer engagement and elevate MMTs presence in the market.

Within this ecosystem, the Marketing Analytics team plays a critical role for designing, implementing, and administering Adobe Analytics and Customer Journey Analytics (CJA) across web and mobile properties, ensuring accurate, consistent, and scalable data capture across Lines of Business.

The team partners closely with Technology, Product, and Marketing stakeholders to translate business requirements into robust analytics implementations, define and maintain BRD, TSD, and SDR, and manage Adobe Launch, Web SDK, and Mobile SDK integrations. A strong focus is placed on analytics governance, QA/UAT, access management, and data quality controls.

About the Role

The incumbent will be responsible for end-to-end implementation and administration of Adobe Analytics, Customer Journey Analytics (CJA) across web and mobile platforms. The role includes managing Adobe Launch Tags, Web & Mobile SDK implementations, Schema creation, Failed Batches Analysis, defining measurement frameworks, and ensuring accurate and scalable data capture.

The individual will act as the Adobe Analytics admin and governance owner, handling report suite configuration, user access, documentation (BRD, TSD, SDR), and QA/UAT for digital releases. The role works closely with Tech, Product, and Marketing teams to ensure tracking standards, data quality, and reliable analytics delivery

What will you be doing

• Working with Adobe Launch and Google Tag Manager to enable efficient, scalable tag management and deployment across web and app platforms.
• Defining, documenting, and maintaining BRDs, TSDs, and SDRs across lines of business to ensure clarity, alignment, and consistency in analytics requirements.
• Configuring and managing Adobe Analytics / Adobe Customer Journey Analytics (CJA) implementations, including schema design, data elements, variables, and custom events to capture relevant metrics and dimensions.
• Creating, maintaining, and optimizing custom reports and dashboards in Adobe Analytics/CJA to deliver actionable insights aligned with business objectives.
• Debugging and troubleshooting analytics implementations to ensure accurate, reliable, and high-quality data collection .
• Auditing existing analytics events and continuously fine-tuning implementations to improve tracking accuracy and data quality .
• Providing expert guidance on Adobe Analytics and CJA capabilities, best practices, and use cases to internal stakeholders.
• Partnering closely with Marketing, Product, and Technology teams to enable data-driven decision-making through strong analytical support.
• Leveraging web debugging and monitoring tools such as Adobe Experience Platform Debugger, Omnibug, Charles Proxy, and Fiddler to validate, monitor, and optimize analytics implementations.

Qualification & Experience

• Graduate degree from a reputed institute with 4 to 6 years of experience in Digital Analytics, with strong hands-on expertise in Adobe Analytics or Adobe Customer Journey Analytics (CJA).
• Hands-on experience with Web and Mobile SDK implementations using Adobe Experience Platform (AEP), including datasets and XDM schemas.
• Proficiency in Microsoft Excel for reporting, along with working knowledge of Structured Query Language (SQL) and Python, is preferred.

Key Success Factors for the role

• Strong problem-solving and debugging mindset
• Strong negotiation and commercial acumen
• Excellent communication, presentation, and relationship-building ability
• Understanding of tours & attractions landscape
• Ability to analyze pricing, demand patterns, and competitor movements