Analytics & BI
Marketing Analytics
Masters both creative intuition and mathematical precision to decode consumer behavior at scale. Produces data-driven leaders who transform marketing from art into predictable science, ultimately commanding entire data strategies as Chief Data Officers.
The Career Arc
Rotational · L1–L3
Build the Marketing Analytics craft. Prove you can wield the tools of Analytics & BI.
Transformational · L4–L7
Deliver Marketing Analytics outcomes — each Analytics & BI tour at this altitude has a defined mission and success criteria.
- L4 : Lead complex marketing analyses and mentor team
- L5 : Develop analytics strategies and lead marketing insights
- L6 : Drive analytics approach for marketing organization
- L7 : Set marketing analytics strategy, defining attribution and measurement frameworks at scale
Manage a Team?
Great Marketing Analytics managers are practitioners first. The Analytics & BI IC responsibilities in L4–L7 are your foundation — your management responsibilities are additive:
- • Hire for analytical rigor AND storytelling ability—both matter equally
- • Coach analysts to translate data into decisions—not just dashboards
- • Run 1:1s that build business acumen—not just SQL skills
- • Give feedback that sharpens insight delivery—clarity over complexity
- • Remove blockers—fight for data quality, tool access, and stakeholder time
Foundational · L8–L9
Shape the Analytics & BI organization from the Marketing Analytics chair — build institutions, not just products.
L1 — Associate Marketing Analyst Rotational
Mission
Learn marketing analytics fundamentals and support analysis
This tour of duty
Complete your first campaign analysis that influences budget allocation
Own the outcomes
- • Learn marketing analytics fundamentals and attribution concepts
- • Write queries to analyze campaign performance
- • Support marketing dashboard and reporting work
- • Build foundational knowledge of marketing metrics
- • Participate in campaign performance reviews
- • Document channel metrics and analysis methods
Marketing Analytics at L1 — the competency bar
AI in this role
- • Analyzing campaign metrics
- • Drafting performance reports
- • Generating channel summaries
L2 — Junior Marketing Analyst Rotational
Mission
Conduct marketing analyses and track campaign performance
This tour of duty
Own analytics for a marketing channel and drive optimization
Own the outcomes
- • Analyze marketing performance across channels
- • Build dashboards tracking campaign ROI and efficiency
- • Define and track marketing success metrics
- • Collaborate with marketing teams on optimization
- • Create performance reports for marketing stakeholders
- • Support attribution modeling and analysis
Marketing Analytics at L2 — the competency bar
AI in this role
- • Building channel dashboards
- • Analyzing attribution data
- • Creating segment analyses
L3 — Senior Marketing Analyst Rotational
Mission
Own analytics for marketing channels or programs
This tour of duty
Lead analytics for a marketing program and establish ROI frameworks
Own the outcomes
- • Own marketing analytics for channels or programs
- • Design attribution models for marketing spend
- • Build predictive models for campaign performance
- • Partner with marketing on budget allocation
- • Develop frameworks for marketing measurement
- • Mentor junior analysts on marketing metrics
Marketing Analytics at L3 — the competency bar
AI in this role
- • Modeling attribution scenarios
- • Synthesizing campaign results
- • Generating ROI insights
L4 — Staff Marketing Analyst / Manager, Marketing Analytics Transformational
Mission
Lead complex marketing analyses and mentor team
This tour of duty
Develop attribution models that improve marketing efficiency
Own the outcomes
- • Lead marketing analytics across channels
- • Establish attribution standards and methodologies
- • Design complex marketing analytical frameworks
- • Mentor analysts on marketing measurement
- • Influence marketing strategy through insights
- • Build relationships with marketing leadership
Marketing Analytics at L4 — the competency bar
AI in this role
- • Analyzing complex funnels
- • Building predictive models
- • Creating analysis frameworks
L5 — Senior Staff Marketing Analyst / Senior Manager, Marketing Analytics Transformational
Mission
Develop analytics strategies and lead marketing insights
This tour of duty
Drive analytics initiatives that shape marketing strategy
Own the outcomes
- • Define marketing analytics strategy
- • Set standards for marketing measurement
- • Lead complex marketing analysis initiatives
- • Drive attribution best practice adoption
- • Shape analytics practices across marketing
- • Represent analytics in marketing planning
Marketing Analytics at L5 — the competency bar
AI in this role
- • Designing analytics strategies
- • Modeling budget scenarios
- • Generating strategic recommendations
L6 — Director, Marketing Analytics Transformational
Mission
Drive analytics approach for marketing organization
This tour of duty
Transform how the organization measures marketing effectiveness
Own the outcomes
- • Define marketing analytics vision and roadmap
- • Architect attribution and measurement frameworks that scale
- • Solve the most complex marketing analytics and channel optimization challenges
- • Own marketing ROI and efficiency metrics
- • Drive organizational alignment on marketing analytics
- • Represent analytics in executive discussions
Marketing Analytics at L6 — the competency bar
AI in this role
- • Analyzing strategic patterns
- • Building marketing intelligence
- • Creating executive content
L7 — Senior Director, Marketing Analytics Transformational
Mission
Set marketing analytics strategy, defining attribution and measurement frameworks at scale
This tour of duty
Build the team and systems that scale marketing analytics
Own the outcomes
- • Set marketing analytics strategy company-wide
- • Align analytics with marketing organization goals
- • Build hiring and development for marketing analytics
- • Define industry-leading marketing analytics capabilities
- • Shape company-wide marketing analytics model
- • Lead marketing analytics planning
Marketing Analytics at L7 — the competency bar
AI in this role
- • Designing team capabilities
- • Building analytics platforms
- • Creating hiring frameworks
L8 — VP, Marketing Analytics Foundational
Mission
Scale marketing analytics across organization
This tour of duty
Create the operating model that drives marketing analytics excellence
Own the outcomes
- • Own marketing analytics outcomes at scale
- • Drive transformation for analytics-driven marketing
- • Build systems for marketing insight at scale
- • Shape company strategy through marketing analytics lens
- • Establish operating model for marketing analytics
- • Lead cross-functional marketing alignment
Marketing Analytics at L8 — the competency bar
AI in this role
- • Modeling analytics maturity
- • Analyzing efficiency patterns
- • Generating operating models
L9 — SVP, Marketing Analytics Foundational
Mission
Define marketing analytics strategy and vision
This tour of duty
Define the analytics strategy that optimizes marketing investment
Own the outcomes
- • Shape company marketing analytics vision
- • Represent marketing analytics at executive level
- • Define multi-year marketing analytics roadmap
- • Build analytics partnerships and relationships
- • Lead analytics through marketing evolution
- • Establish marketing analytics as differentiator
Marketing Analytics at L9 — the competency bar
AI in this role
- • Building strategic analytics systems
- • Analyzing market dynamics
- • Creating analytics architectures
What Hiring Managers Look For
L1-L3: Demonstrates fluency in SQL, Python/R, and major marketing platforms while showing ability to translate campaign performance into actionable business recommendations.
L4-L6: Proves capability to design attribution models, manage multi-touch customer journey analysis, and influence marketing strategy through data-driven insights that directly impact revenue.
L7+: Shows track record of building marketing measurement frameworks that scaled across multiple channels and geographies, with quantifiable impact on customer acquisition costs and lifetime value.
Common Career Transitions
Marketing Analytics → Product Analytics at L4-L5 for deeper user behavior insights
Marketing Analytics → Revenue Operations at L5-L6 for broader go-to-market optimization
Marketing Analytics → Business Intelligence at L6+ for enterprise-wide analytics leadership
Official Classifications
| System | Code | Official Title |
|---|---|---|
| O*NET-SOC (US) | 13-1161.00 | Market Research Analysts and Marketing Specialists |
| ISCO-08 (UN/ILO) | 2431 | Advertising and Marketing Professionals |
| ESCO (EU) | — | market research analyst |
| SSOC 2024 (Singapore) | 24312 | Market research professional |
| NCO-2015 (India) | 2431.0100 | Market Research Analyst |
At L6 and above, the manager classification 1221 — Sales and Marketing Managers applies IN ADDITION to the professional code — a manager is a superset of the individual contributor, never a replacement.
Measure yourself against this ladder — pin it to your Career Record.
Build Your Career Record