Head of Marketing Analytics

📋 Description

• • Lead the strategic transformation and scaling of Miro's Marketing Analytics function, evolving it from a centralized support model to a dedicated, high-impact embedded team.
• • Define and champion the overarching vision and strategic roadmap for marketing analytics, ensuring close alignment with Miro's overarching business objectives and growth strategies across both Product-Led Growth (PLG) and enterprise segments.
• • Spearhead the establishment of a trusted, single source of truth for all marketing metrics, fostering seamless collaboration with key stakeholders including Marketing Operations, Sales, Growth teams, and Finance to ensure data integrity and consistency.
• • Architect and implement sophisticated attribution frameworks and investment models, such as multi-touch attribution (MTA), Marketing Mix Modeling (MMM), and incrementality testing, to provide clear visibility into marketing ROI and enable data-driven optimization of budget allocation.
• • Drive the expansion and refinement of experimentation capabilities across the marketing organization by establishing robust testing standards, ensuring statistical rigor in analysis, and developing comprehensive measurement frameworks for all marketing initiatives.
• • Collaborate closely with the Data Engineering team to enhance the reliability and quality of marketing data, strengthen metric governance practices, and optimize the underlying reporting infrastructure to support advanced analytics needs.
• • Act as a key strategic thought partner and advisor to marketing leadership and executive stakeholders, translating complex analytical findings into clear, actionable insights and strategic recommendations that influence decision-making.
• • Build, mentor, and scale a high-performing marketing analytics team, defining the optimal team structure, establishing efficient processes, and cultivating a strong, collaborative team culture that fosters innovation and continuous learning.
• • Develop and maintain deep expertise in the nuances of PLG and B2B marketing analytics, with a particular focus on understanding and optimizing self-serve funnels, user activation, lead scoring methodologies, and pipeline attribution models.
• • Ensure a systems-thinking approach is applied to all analytics initiatives, with a strong emphasis on data quality, robust metric governance, and adherence to privacy-by-design principles throughout the data lifecycle.
• • Partner with Marketing Operations to integrate and leverage the marketing technology stack (including Salesforce, Marketo, Segment, Google Analytics, etc.), ensuring seamless data flows and comprehensive understanding of cross-system data interactions.
• • Translate complex data into compelling narratives and visualizations, effectively communicating insights to diverse audiences, ranging from technical teams to non-technical executives, to drive understanding and action.
• • Proactively identify opportunities for analytical innovation and process improvement within the marketing analytics domain, staying abreast of industry best practices and emerging technologies.
• • Guide the marketing team in understanding campaign performance, customer behavior, and market trends to inform strategic planning and tactical execution.
• • Foster a data-informed culture within the marketing department, empowering teams to leverage data for decision-making at all levels.
• • Oversee the development and implementation of dashboards and reporting tools that provide real-time visibility into key marketing performance indicators (KPIs).
• • Contribute to the strategic planning process by providing data-backed insights on market opportunities, competitive landscape, and customer segmentation.
• • Ensure that all analytical work adheres to ethical data handling practices and privacy regulations.
• • Champion the use of advanced analytical techniques to uncover deeper insights into customer journeys and marketing effectiveness.
• • Manage relationships with external vendors or partners related to marketing analytics tools or services, if applicable.
• • Continuously evaluate and refine the marketing analytics strategy to adapt to evolving business needs and market dynamics.
• • Empower the team to conduct deep-dive analyses that uncover root causes of performance trends and identify actionable levers for improvement.
• • Develop and implement frameworks for measuring the impact of brand marketing initiatives, beyond direct response metrics.
• • Ensure the marketing analytics function is a proactive partner in identifying new growth opportunities and potential risks.
• • Drive the adoption of a standardized approach to A/B testing and other experimental methodologies across marketing campaigns.
• • Build strong cross-functional relationships with Product, Engineering, Sales, and Finance to ensure a holistic understanding of the customer and business impact of marketing efforts.