- Partner the Upper Funnel Operations team (brand/awareness & consideration) to turn data into decisions.
- Define and track KPIs for upper-funnel performance (reach, impressions, engagement, CTR, brand lift, assisted conversions, budget pacing).
- Build “data products”: requirements → data modeling/ETL → QA → documentation → rollout (dashboards, self-serve reports, datasets).
- Deliver business insights: channel mix, creative/campaign effectiveness, audience/geo performance, and spend efficiency; turn findings into clear recommendations for stakeholders.
- Create and maintain dashboards in BI tools (e.g., Looker/BigQuery/Sheets equivalents) for weekly and monthly reviews.
- Forecast & scenario plan upper-funnel goals (reach, traffic, awareness) and budget allocations.
- Set up automated reporting & alerts to catch anomalies and ensure data quality.
- Support experimentation (A/Bs, lift studies): define success metrics, analyze results, and share learnings.
- Drive data governance: tagging/UTM standards, metric definitions, and privacy-safe practices.
- Communicate with cross-functional teams (marketing, sales ops, finance, engineering), packaging insights into concise exec-ready narratives.
Outcome: faster, evidence-based decisions for upper-funnel strategy and spend, with reliable dashboards and repeatable analysis that the business can use week in, week out.
