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 Full detail →
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 Full detail →
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 Full detail →
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 Full detail →
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 Full detail →
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 Full detail →
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 Full detail →
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 Full detail →
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 Full detail →
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.
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