Marketing Analytics Lead

Marketing Analytics Lead

At ZBiotics, we make genetically engineered probiotics that improve daily life. As a group of motivated, yet down-to-earth people, we are fueled by a love for science and a commitment to being people-first. GMO products like ours – built to create benefits for people in their daily lives – are the future. As the first to market, we believe it's our duty to set a high bar for product quality, safety, and transparency for others to follow. In 2019, ZBiotics launched Pre-Alcohol™ – the world's first genetically engineered probiotic drink – designed to break down acetaldehyde, an unwanted alcohol byproduct. In 2024, we launched Sugar-to-Fiber™ – a genetically engineered probiotic drink mix – that creates fiber from the sugar you already eat, contributing to microbiome health. With a full line of genetically engineered probiotics in development, our team is growing. We're looking for people as excited as we are to build this new category of consumer products. ZBiotics is headquartered in San Francisco and backed by venture investors including Y Combinator and Khosla Ventures, among others.

We're looking for a Marketing Analytics Lead who is equally at home writing a SQL query and designing a survey, who can build a dashboard and explain what it means to a non-technical stakeholder, and who brings enough statistical rigor that A/B testing is second nature. This person will be embedded in the Marketing team—working directly with the CMO, VP of Growth, and Brand Director—while partnering closely with our central Data & Analytics team on infrastructure and standards.

As Marketing Analytics Lead, you are the analytical engine behind ZBiotics' growth marketing function. You ensure that the team's performance data is accurate, accessible, and actionable—and that our decisions are grounded in rigorous analysis, not instinct alone.

You own the data infrastructure that powers marketing reporting, the measurement frameworks that connect spend to outcomes, and the analytical partnership that keeps Marketing leadership operating with a clear view of where we are and where we're headed.

This is not a reporting-only role. You'll shape how we think about attribution, incrementality, and brand impact—areas where the right frameworks matter as much as the right data.

You will report to the Chief Marketing Officer, with a dotted line to the VP of Growth Marketing, who will be a primary internal client. You will also partner regularly with the Brand team on awareness campaigns and qualitative insights work, and with our central Data & Analytics team, keeping them informed on marketing data infrastructure decisions and aligned on shared standards.

The following are essential functions to this role:

DTC & Amazon Performance Analysis

• Own marketing analytics across DTC and Amazon, including paid acquisition, retention, LTV, and channel-level performance.
• Build and maintain attribution models for DTC acquisition that account for multi-touch and organic effects—not just last-click.
• Analyze Amazon performance data including traffic, conversion, ad spend efficiency, and organic/paid contribution.
• Identify performance trends and surface actionable insights to growth leads on a regular cadence.

A/B Testing & Experimentation

• Support the Growth Marketing and Ecommerce teams on the design and analysis of A/B and multivariate tests across paid channels, email, website, and Amazon storefronts.
• Set standards for test design, sample sizing, and statistical significance across the marketing team.
• Be the resident expert on when a test result is meaningful and when it isn't—and communicate that clearly.

Ecommerce & Digital Store Analytics

• Support the ecommerce team on updating Marketing on website and digital storefront performance analysis.
• Track and report on conversion funnel metrics, site behavior, and the impact of UX or merchandising changes.
• Support testing initiatives on-site and on Amazon, including landing page tests and product detail page optimization.

Growth Modeling & Forecasting

• Support the CMO and VP of Growth in the monthly revenue forecasting cycle — pulling and organizing upstream inputs, updating the growth model, and flagging anomalies or trends that warrant a closer look.
• The goal is to make forecasting faster and more data-driven, not to hand off ownership of the forecast; the CMO and VP of Growth retain that.
• Build enough context in the model to contribute a point of view on channel-level inputs and their downstream effects on revenue.
• Maintain model hygiene and QA for the Marketing Updates section. Propose and implement improvements to make the growth model more streamlined and user-friendly.

Incrementality & Media Mix Modeling

• As ZBiotics stands up an incrementality testing platform, take ownership of running and interpreting that tool.
• Use incrementality results to inform channel investment decisions and validate or challenge attribution models.
• Partner with growth leadership to build toward a media mix model that gives us a durable, cross-channel view of how marketing dollars drive revenue.

Data Infrastructure & Dashboard Automation

• Connect and maintain marketing data sources to build unified performance dashboards—reducing reliance on manual pulls and one-off reports.
• Automate the weekly performance reporting process for growth leads, who currently pull from multiple platforms and reconcile data manually.
• Document data pipelines and definitions so that dashboards are trustworthy and self-service for the team.
• Consult the central Data & Analytics team on any data infrastructure you're building or modifying, and align on shared standards where appropriate.

Qualitative & Survey Research Support

• Partner with our Insights Lead to support qualitative research initiatives including surveys, interviews, and focus groups.
• Help design research instruments that avoid leading questions and minimize response bias.
• Assist in analyzing qualitative data and translating findings into clear, evidence-based conclusions.
• Interest and a willingness to learn matters more than existing experience.

Brand Impact Measurement

• Help develop frameworks for measuring the downstream effects of brand awareness and brand equity campaigns—channels where ROI doesn't show up immediately in last-click data.
• Draw on existing methodologies (brand lift studies, long-lag attribution, econometric modeling) to give the team confidence in brand investments even when perfect measurement isn't possible.
• This is a genuinely challenging measurement problem with no industry-standard answer - we expect this role to bring a point of view and help us build what's right for our business.

Must-haves:

• Mid-senior level experience in marketing analytics or growth analytics at a DTC or ecommerce brand.
• Strong command of DTC acquisition data: attribution, CAC, ROAS, and what each does and doesn't tell you.
• Expert-level fluency in A/B testing: experiment design, power analysis, statistical significance, and communicating results to non-technical stakeholders.
• Experience building and maintaining marketing dashboards and connecting data sources (e.g., using tools like Looker, Tableau, Supermetrics, Hex, or similar).
• Proficiency in SQL; comfort with Python or R is a strong plus.
• Experience with retention and LTV analysis, including cohort modeling.
• Strong written and verbal communication—you can explain what the data means, not just what it says.
• An interest in building expertise in qualitative research methodologies and analysis.

Nice-to-haves:

• Familiarity with Amazon marketing and sales data (Seller Central, Brand Analytics, AMC, or similar) is a plus; for someone with DTC experience, it's not hard to learn.
• Experience in qualitative research methods (surveys, user interviews, focus groups).
• Familiarity with incrementality testing platforms (Northbeam, Haus, Triple Whale Compass, or similar).
• Experience building or contributing to media mix models.
• Background in consumer packaged goods (CPG) or subscription commerce.
• Experience with brand measurement frameworks—brand lift, awareness-to-conversion modeling, or long-lag attribution.
• Comfort with data pipeline or automation tooling (dbt, Fivetran, Zapier, etc.).
• Experience working in a startup or small-team environment where scope is broad and resourcefulness counts.

By Month 3 — Solid Foundation

• Marketing dashboards are accurate, unified, and used by the team daily.