Analytics Lead

Job Description

Square is looking for a talented and motivated data leader to join our Marketing Analytics team - someone who is passionate about driving business insights and analytics and who can effectively communicate their findings to cross-functional leadership and stakeholders in a fast paced environment.  As a B2B analytics lead within the Marketing Analytics organization, you will focus on optimizing key B2B strategies by measuring media and campaign effectiveness, engagement (content, experiences etc), lead acquisition, and impact to Sales. You will develop frameworks to evaluate marketing campaign results, socialize learnings and recommendations, and drive experimentation to identify growth opportunities. You will be the liaison between the Sales, Marketing, and the broader analytics team to ensure we have proper measurement in place for all B2B marketing spend. You will work closely with numerous stakeholder teams, including performance marketing, priming/mid-funnel marketing, content marketing, product marketing, finance, and sales, to understand and align marketing strategies, timelines, and tactics across Square’s Go to Market (GTM) activities and strategies. This role will drive accountability and prioritization to ensure we are focused on high impact areas that yield business growth. 

You will:

• Lead a team of 1-2 other analysts responsible for analyzing, measuring and optimizing our B2B marketing strategies and identify priority focus areas to drive success with particular focus on quality lead acquisition 

• Work closely with marketing teams to define upmarket campaign objectives and develop cross-channel measurement plans and KPIs to ensure results are measurable and actionable

• Develop a deep understanding of our customer journey and drive campaign measurement of spend across B2B demand generation tactics across both online (Search, Social, Content) and offline (Field Marketing, Conferences) marketing strategies

• Participate in target list configuration and analysis, working with Data Science and Machine Learning teams to leverage modern scoring approaches

• Monitor marketing campaigns and conduct A/B testing and incrementality testing to optimize campaign performance and improve ROI

• Develop insights to inform optimization and future go-to-market strategies and decisions

• Work with our analytics, ad operations, and data engineering teams to ensure measurement capabilities are in place prior to campaign execution

• Deliver regular business critical reports on marketing performance, ensuring consistency, accuracy and timeliness with actionable insights on learnings

Qualifications

You have:

• 8+ years of related analytical experience in B2B marketing. Experience focused on small-medium business sales and subscription services is a plus

• Strong technical skills with SQL and data visualization tools (ex: Looker). Python is a plus.  

• Hands-on technical expertise with Salesforce, marketing platforms such as Marketo and its 3P integrations with other tools, and an understanding of other sales pipeline management and routing tools such as LeanData and ChiliPiper 

• Familiarity with analytics around lead scoring, nurtures and signal based trigger campaigns

• Experience with 3rd party data enrichment for targeting, content marketing for B2B, measuring event impact, account-based marketing or other analytics and data-led approaches for B2B marketing is a plus