Senior Analyst (Consumer Analytics)

Senior Analyst (Consumer Analytics)

Software Guidance & Assistance, Inc., (SGA), is searching for a Senior Analyst (Consumer Analytics) for a contract assignment with one of our premier hospitality clients in Orlando, FL (Hybrid).

Job Summary

Our client is seeking a strategic and analytically driven Senior Analyst to help improve marketing effectiveness, support growth initiatives, and deliver actionable customer and campaign insights across integrated digital and offline marketing channels. This role will partner closely with Marketing, Analytics, and cross-functional teams to measure performance within a mature multi-touch attribution framework, identify optimization opportunities, and support data-driven decision making. The ideal candidate combines strong analytical skills with hands-on experience in marketing analytics across integrated channels, customer behavior analysis, experimentation, and performance reporting. This individual should be comfortable translating complex data into clear business insights that help improve acquisition efficiency, audience targeting, conversion performance, and overall marketing impact. This role will have the opportunity to help refine measurement strategy, enhance marketing intelligence capabilities, and influence how insights from a mature data and attribution ecosystem are used to guide growth decisions across the organization.

Responsibilities

• Analyze marketing performance across paid and owned channels to identify trends, opportunities, and areas for optimization.
• Provide actionable insights related to channel performance, audience targeting, campaign effectiveness, and creative performance.
• Support marketing teams in improving acquisition efficiency, conversion rates, and customer engagement.
• Help monitor and evaluate marketing spend efficiency and return on investment.

Customer & Audience Analytics

• Analyze customer behavior, funnel performance, audience segmentation, and engagement trends.
• Support development of insights related to customer acquisition, retention, and lifecycle performance.
• Assist in identifying high-value customer segments and opportunities to improve marketing effectiveness.

Attribution & Measurement

• Leverage and refine existing attribution and measurement frameworks to evaluate channel contribution and campaign effectiveness.
• Support ongoing incrementality testing and lift measurement through structured experiments and holdout analysis.
• Partner with stakeholders to improve measurement methodologies and reporting consistency.

Testing & Experimentation

• Assist in designing and analyzing A/B tests and other marketing experiments.
• Help ensure testing methodologies use representative audiences and statistically sound approaches.
• Provide recommendations based on test results and campaign learnings.

Reporting & Visualization

• Develop and enhance scalable reporting and visualization tools that support decision-making across marketing and leadership teams.
• Communicate findings and recommendations clearly to both technical and non-technical audiences.
• Improve reporting automation and efficiency where possible.

Data & Technical Collaboration

• Query and analyze large datasets using SQL and cloud-based data platforms.
• Work with internal teams to validate tracking, campaign data, and reporting accuracy.
• Collaborate with data and marketing teams to ensure accuracy, consistency, and usability of marketing data across systems.
• Conduct ad hoc analyses to support strategic marketing decisions and growth initiatives.

Required Skills

• 4+ years of experience in marketing analytics, digital analytics, growth analytics, or related fields.
• Strong understanding of digital marketing channels and performance measurement.
• Experience analyzing campaign performance and delivering actionable business insights.
• Knowledge of attribution concepts, marketing measurement, and A/B testing methodologies.
• Experience with customer segmentation, funnel analysis, or audience analytics.
• Strong analytical and problem-solving skills.
• Advanced SQL skills and experience working with large datasets.
• Experience with: Google Analytics, Looker Studio, Power BI, and BigQuery
• Strong communication skills with the ability to present insights clearly and effectively.
• Experience applying forecasting or predictive analytics to support marketing investment or customer growth decisions.
• Familiarity with incrementality testing or advanced attribution concepts.
• Experience working with customer lifecycle, retention, or loyalty-focused businesses.
• Understanding of digital analytics implementation and tracking concepts.
• Familiarity with APIs, marketing technology platforms, or basic HTML. Nice to have.
• Exposure to AI tools or automation workflows that improve analytics efficiency.
• Experience with experimentation frameworks and marketing optimization strategies.

Preferred Skills

• Statistical software suites (R, Python, Databricks) – Nice to have