People Matter

Principal Analyst, Marketing Analytics



Marketing & Communications, IT, Data Science
Toronto, ON, Canada
Posted on Saturday, June 29, 2024

Hi, Future Homie!

As a Homie, you'll be part of an unstoppable team that puts customers first, embraces each day with excitement, and strives for excellence in everything you do. We’re revolutionizing the way small businesses manage their teams and grow their business. What this means for you is a shared passion for innovation and making a difference for the people we serve. So what do you say, will you join us on our mission to empower small businesses?

We are building out our Analytics team at Homebase, which comprises Marketing, GTM, Product, & Revenue Analytics. Within Marketing Analytics, you will play an integral role in building out the function from scratch, partnering closely with our CMO and Marketing Directors to drive insights, shape our strategy, improve our marketing attribution framework, stand up and improve reporting, and provide key recommendations to your business partners.

Leave a mark! As a Homie, you will:

  • Overall: You will work alongside our Head of Analytics, CMO, and their leads to play a crucial role in setting and measuring our growth strategy in this period of high growth while taking our marketing analytics to the next level.
  • Strategic thought leadership: Partner with the CMO and Marketing function to deliver executive and board-level presentations that succinctly communicate the overall health and success of Homebase’s marketing efforts, from ad-hoc analytical deep dives to long-term growth strategy. This includes conducting ad-hoc analytical deep dives to support strategic opportunities such as market mapping, and quarterly initiatives, while proactively keeping an eye out for the next big 1, 3, 5-year opportunity to propose back to the business.
  • Reporting, insights, and driving action: Owning and driving weekly, monthly, and quarterly reporting to team and executives, while helping the team understand results and uncover insights.
  • Marketing analytics & attribution strategy: Own and operationalize a marketing attribution framework for a growing growth team, including getting Exec and Finance alignment on attribution philosophy. Implement this by measuring the efficacy and performance of marketing channels (paid, organic, brand, email, chat, website (direct), social, etc). This includes collaborating with our data, engineering, marketing, and finance teams to evaluate and onboard the right vendors and tools.

As a Homie, you are a bar raiser, which means you come with:

  • 8+ years of experience in marketing analytics or related highly analytical roles, preferably in a B2B SaaS or technology-driven environment with SMB/consumer-facing products.
  • You know A/B tests & analysis, and experiment design to optimize acquisition marketing like the back of your hand. Product analytics or past collaboration with Product teams is also preferred.
  • Experience extracting insights from paid marketing tools (e.g. Google Ads), marketing analytics and tracking tools (e.g. Google Analytics, Google Tag Manager), and search and SEO tools (e.g. GSC, SEMRush, Ahrefs).
  • Hands-on experience with data visualization tools (e.g. Looker/Tableau), Excel/GSheets and SQL.
  • Deep understanding and POV on marketing attribution models (MTA, first/last click, MMM, incrementality testing), with 2+ years of hands-on experience in measuring the efficiency of marketing activities.

The most successful candidates will display these attributes and behaviors:

  • Ability to be hands-on (IC work) while thinking strategically
  • Strong understanding of marketing principles and strategies, including digital and offline marketing channels, and customer lifecycle management
  • Strong analytical and problem-solving skills with the ability to effectively convey complex analyses into approachable, simple takeaways to a broad set of people from different teams and levels
  • High comfort level with building management consultant-style strategic decks, from formatting to storytelling with visuals and data, for an executive audience
  • Track record of being entrepreneurial and a self-starter with a high level of ownership: This is a new role; you won't have a playbook - you’ll get to build it!
  • Excellent communication and interpersonal skills with the ability to collaborate effectively with cross-functional teams and present complex ideas in a clear and concise manner
  • Resourceful, fundamentally curious, and relentless in understanding the “why”. Possesses a sense of urgency in line with our value of “No Day Wasted”
  • A lover of local businesses -- supporting and building great products for them

What We Offer

  • Stock Options - Everyone is an Owner!
  • 401(k) program + 4% company match
  • Employer supplemented Medical, Dental, and Vision Insurance Plans
  • 20 days of accrued PTO, annual paid holidays, and paid volunteer time off
  • Continued learning and development stipend
  • Paid life insurance
  • Short- and long-term disability coverage
  • Paid parental leave
  • Commuter benefits
  • Flexible spending account (FSA) options
  • Top-of-the-line equipment and stipend for workspace setup
  • Work from home Monday, Thursday, & Friday
  • Meals provided at our vibrant workspaces
  • Team offsites and monthly opportunities to engage with fellow Homies

What to Expect During the Interview Process:

  • Meet the Talent Acquisition team Ivana L.
  • Meet the Hiring Manager Nick M.
  • Meet the Head of Growth Marketing Kyle M.
  • Participate in a Case + Read Out
  • Professional Reference Checks
  • Background Check + Offer Stage
  • Welcome to the team, Homie💜🎉

Diversity, Equity, and Inclusion at Homebase

At Homebase, we take pride in fostering a welcoming space where every Homie of every gender, age, orientation, culture, and walk of life can be their full selves. Diverse perspectives empower us to build the best-in-class platform for small businesses and hourly shift workers. We recognize that experience comes in many forms, so if you think you’re close to what we’re looking for (even if you don’t meet 100% of the qualifications), we encourage you to apply!

About Us

Our mission is to make small business teams unstoppable.

Homebase is the everything app for hourly teams, with employee scheduling, time clocks, payroll, team communication, HR, and more. More than 100,000 small (but mighty) businesses rely on Homebase to make work radically easy and give their teams superpowers. As the leader in small business team management, Homebase tracked 1+ billion hours for 2.5+ million workers last year.

Homebase is based in San Francisco, Houston, Denver, and Toronto. We are backed by leading venture investors L Catterton Growth, Emerson Collective, Notable Capital, Bain Capital Ventures, Khosla Ventures, Baseline Ventures, Cowboy Ventures, Bedrock Capital, and PLUS Capital.

**Interview Recording Notice

By participating in interviews with Homebase, you consent to the use of Metaview, a recording and transcription tool, during the interview process. Please be aware that all interviews may be recorded and transcribed for the purpose of evaluating candidates and ensuring the quality of our recruitment process. If you do not consent to being recorded, please inform the Talent Team at the beginning of the call, and appropriate arrangements will be made to accommodate your preference. Your privacy is important to us, and the recorded interviews will only be used for internal evaluation and assessment of candidates.