Head of Marketing Analytics

📋 Description

• • Spearhead the strategic evolution of marketing analytics at Miro, transitioning the function from a centralized support model to a dedicated, high-impact, embedded team that drives measurable business outcomes.
• • Define and articulate a compelling vision and strategic roadmap for marketing analytics, ensuring alignment with overarching business objectives across both Product-Led Growth (PLG) and enterprise customer segments.
• • Establish and champion a trusted, unified source of truth for all marketing metrics, collaborating closely with Marketing Operations, Sales Operations, Growth teams, and Finance to ensure data integrity and consistency.
• • Design, implement, and refine sophisticated attribution frameworks and investment models, including multi-touch attribution (MTA), Marketing Mix Modeling (MMM), and incrementality testing, to provide clear visibility into marketing ROI and enable optimized budget allocation decisions.
• • Scale and mature Miro's experimentation capabilities by establishing robust testing standards, ensuring statistical rigor in analysis, and developing comprehensive measurement frameworks for all marketing initiatives.
• • Act as a key strategic partner to marketing leadership across various functions, including Paid Acquisition, Lifecycle Marketing, Web & Growth, Brand Marketing, Product Marketing, and Pipeline Generation, translating complex data into actionable insights and strategic recommendations.
• • Collaborate effectively with the Data Engineering and Analytics Platform teams to enhance data reliability, strengthen metric governance, and optimize the underlying reporting infrastructure, ensuring a scalable and robust data foundation.
• • Lead the hiring, development, and mentorship of a high-performing marketing analytics team, establishing team structure, defining clear processes, and fostering a culture of data-driven decision-making and continuous improvement.
• • 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 models, and pipeline attribution across the customer journey.
• • Serve as a critical thought partner to executive leadership, presenting complex analytical findings in a clear, concise, and compelling manner tailored to both technical and non-technical audiences.
• • Champion systems thinking throughout the marketing analytics function, with an unwavering focus on data quality, robust metric governance, and the integration of privacy-by-design principles into all analytical processes and data handling.
• • Drive the adoption of advanced analytical techniques and methodologies to uncover deeper insights into customer behavior, campaign performance, and market trends, informing strategic marketing investments and initiatives.
• • Ensure that all analytical outputs and recommendations are directly tied to business impact and contribute to Miro's growth objectives, fostering a culture of accountability and results.
• • Proactively identify opportunities for analytical innovation and process improvement within the marketing analytics domain and across related data functions.
• • Manage stakeholder relationships across marketing, sales, finance, and data teams, ensuring alignment and effective communication regarding analytical projects, insights, and roadmaps.
• • Oversee the development and maintenance of dashboards and reporting tools that provide real-time visibility into key marketing performance indicators (KPIs) for various levels of the organization.
• • Contribute to the broader analytics community within Miro, sharing best practices and collaborating on cross-functional data initiatives.
• • Stay abreast of the latest trends and technologies in marketing analytics, attribution, experimentation, and data science to ensure Miro remains at the forefront of data-driven marketing.