Senior Marketing Business Analyst

Toptal·Canada, Central America, South AmericaRemotesenior

In short

→Analista de marketing sénior que transforma datos en decisiones estratégicas para canales como SEM, SEO y IA generativa.
→Día a día: analiza datos, crea métricas, reportes en Tableau y modelos predictivos, y colabora con equipos de marketing global.
→Lo destacado: se espera ir más allá de los datos para anticipar necesidades y generar impacto real con el '¿y qué?'.

Resumes and communication must be submitted in English.

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What they ask for

✓Experiencia demostrable en análisis de marketing con enfoque en SEM, SEO e IA generativa.
✓Habilidades avanzadas en SQL y Tableau para extracción, análisis y visualización de datos.
✓Capacidad para definir métricas clave alineadas con objetivos estratégicos y financieros.
✓Experiencia en modelado predictivo, forecasting y análisis diagnóstico de campañas.
✓Habilidad para comunicar hallazgos complejos a líderes y otras partes interesadas.
✓Uso práctico de IA generativa (Claude, Gemini, ChatGPT) para automatizar análisis y reporting.

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SQLTableauGenerative AI (Claude, Gemini,Google AnalyticsGoogle AdsHubSpotSnowflakeLookerExcelJira

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About Toptal Toptal is a global network of top talent in business, design, and technology that enables companies to scale their teams, on-demand. With $200+ million in annual revenue and team members based around the globe, Toptal is the world’s largest fully remote workforce. We take the best elements of virtual teams and combine them with a support structure that encourages innovation, social interaction, and fun. We see no borders, move at a fast pace, and are never afraid to break the mold. Job Summary: Toptal is looking for a Senior Marketing Business to provide marketing leaders with crucial insights and recommendations for improvement. The role is part of our Business Analytics Center of Excellence, where Analysts are assigned to support one or more business functions. This role will specifically work with our Marketing organization—spanning paid search (SEM), organic search (SEO), and emerging Generative AI channels—from structuring the underlying data infrastructure to developing reports that support marketing leaders in making data-driven decisions. This role will play a critical role as a strategic advisor to marketing functions and leaders. This person will use data, create and define metrics, measure channel and campaign performance, and develop reports. They will also build models, forecast outcomes, run experiments, and perform in-depth diagnostic analysis. Ultimate success goes beyond data-related activities, delivering the “so what” that drives decisions and real business impact. It is imperative to fully understand the business (processes, objectives, organization, performance drivers, barriers), and connect the dots between data analysis, marketing strategy, and financial and operational effectiveness. We are looking for someone who is excited about seeing the bigger picture to make cross-functional connections in marketing channels, financial performance, and data. We expect that we not only answer the question asked, but also the question that was not. The Senior Marketing Business Analyst needs to build positive relationships across the organization, manage diverse stakeholders with competing and often conflicting priorities, and have a “find a way” attitude. This is a remote position. We do not offer visa sponsorship or assistance. Resumes and communication must be submitted in English. Responsibilities: The following information is intended to describe the general nature and level of work being performed. It is not intended to be an exhaustive list of all duties, responsibilities, or required skills. Analyze data, build models, test hypotheses, find root causes, develop prototypes, forecast performance, create Tableau reports, and write SQL scripts; and extract insights from these data activities to inform marketing decisions. Use descriptive (what happened) and diagnostic (why did it happen) analytics to develop specific, actionable recommendations for marketing leaders. Define metrics that are independent, holistic, accurate, encourage the right behaviors, and are aligned with company strategy and objectives. Measure and diagnose the performance of SEM, SEO, and Generative AI channels—analyzing spend efficiency, keyword and query performance, organic visibility and share of voice, funnel conversion, and lead value/ROAS—to guide budget allocation and channel strategy. Map marketing processes and channel journeys to their corresponding data flows across acquisition, engagement, and revenue generation. Proactively identify and surface opportunities to improve efficiency, conversion, revenue generation, client and talent experience, operations, communication, systems & tools, cash usage, etc. Work closely with marketing stakeholders, data analysts, and business process owners to empower data-backed decision making, balancing and prioritizing competing requests across teams. Leverage Generative AI tools (such as Claude, Gemini, and ChatGPT) to accelerate analysis, automate reporting workflows, and evaluate

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