Paid Analytics Manager

🕒 May 28

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Kueski

WebsiteLinkedInAll Job Openings

501 - 1000 employees

Founded 2012

💳 Fintech

💸 Finance

👥 B2C

💰 $23.3M Venture Round - Kueski on 2022-10

Fintech • Finance • B2C

Kueski is a Mexico-based digital financial services company and fintech that provides online, unsecured personal loans and microcredits, plus a buy-now-pay-later payment product called Kueski Pay. It serves consumers through a mobile app and website with fast, automated loan decisions (including products that don’t require a credit bureau record), and also offers merchant integrations to enable installment payments. Kueski emphasizes 100% online processes, data encryption, regulatory compliance with Mexican authorities (CONDUSEF/CNBV), customer support, and financial-education resources.

📋 Description

• Design, implement, and continuously refine marketing attribution models across all channels, ensuring they reflect the true complexity of the customer journey. • Develop a framework to identify and account for second-order effects initiatives whose impact on brand awareness, funnel priming, or downstream conversion isn't directly attributable but is strategically significant. • Define incrementality measurement approaches (geo holdouts, intent-to-treat analyses, synthetic controls) to evaluate the true causal impact of marketing investments beyond last-touch or even multi-touch models. • Own attribution methodology decisions and communicate trade-offs clearly to stakeholders and leadership. • Lead the implementation and maintenance of tracking infrastructure: pixel setup, tag management (Google Tag Manager or equivalent), and event tracking across web and app. • Design and implement server-to-server (S2S) integrations to improve signal quality, reduce data loss from browser restrictions, and enhance campaign optimization inputs for paid media platforms. • Audit and troubleshoot data discrepancies across tracking systems, ensuring data accuracy and integrity end-to-end. • Manage and evolve the marketing analytics stack (GA4, Amplitude, third-party attribution tools, Databricks) and stay current on emerging measurement technologies and privacy-driven changes. • Partner with Data Engineering and Product to improve event schemas, tracking coverage, and data pipeline reliability. • Pull, structure, and analyze your own data independently building the analyses needed to reach conclusions and push initiatives forward, without relying on others to surface information. • Develop and maintain dashboards and reports that give clear, actionable visibility into campaign performance, channel ROI, and attribution trends. • Identify patterns and anomalies proactively; bring forward recommendations with a clear point of view, not just observations. • Use advanced analytics to correlate marketing activities with business outcomes, providing the strategic inputs needed for budget allocation and channel mix decisions. • Collaborate with Performance and Lifecycle marketing teams to translate attribution insights into concrete campaign optimizations. • Conduct A/B and multivariate experiments to validate attribution assumptions and improve measurement accuracy over time. • Help forecast marketing budgets based on attribution data and provide a clear framework for where to allocate spend for maximum ROI. • Act as the internal expert on attribution and measurement educating teams on best practices and building shared understanding across marketing, data, and finance.

🎯 Requirements

• 5+ years of experience in marketing analytics, growth analytics, or a closely related field, with a strong track record of operating autonomously on complex, end-to-end projects. • Deep technical expertise in tracking implementation: tag management (GTM or equivalent), pixel setup, event tracking across web and mobile, and server-to-server integrations for campaign signal optimization. • Strong command of attribution modeling: multi-touch, data-driven, and incrementality-based approaches with the ability to articulate the limitations of each and when to apply them. • Developed analytical sensibility for second-order effects: able to reason about indirect, non-attributable contributions of marketing initiatives and incorporate that thinking into budget and strategy recommendations. • Proficiency in SQL and at least one BI/analytics tool (Databricks, Data Studio, Tableau, or equivalent); able to independently extract and model data without relying on data teams for every pull. • Experience with web analytics platforms (GA4, Adobe Analytics) and behavioral analytics tools (Amplitude or equivalent). • Solid understanding of digital marketing channels and their specific measurement challenges including paid social, SEM, programmatic, affiliate, and CRM. • Experience with A/B testing and statistical analysis applied to marketing measurement. • Clear, concise communicator: able to translate complex analytical findings into strategic recommendations for non-technical stakeholders and senior leadership. • Detail-oriented and proactive, with a high standard for data accuracy and a bias toward action • experience with statistical modeling, machine learning applied to marketing (e.g., MMM, propensity models), and mentorship of junior analysts.

🏖️ Benefits

• Diversity & Inclusion • reasonable accommodations during hiring process