Lead Analyst, Marketing (Hybrid)
Homebase
Marketing & Communications, IT
Toronto, ON, Canada
Location
Toronto
Employment Type
Full time
Location Type
Hybrid
Department
Finance, Accounting & Analytics
Compensation
- TorontoCA$127,925 – CA$150,500 • Offers Equity
Our Compensation Philosophy
We believe compensation should be fair, transparent, and reflective of impact. At Homebase, compensation is based on role level, skills, and performance. During the interview process, we evaluate experience, scope, and impact to determine the appropriate level for the role, which maps to a defined salary range. Posted ranges reflect the expected starting range for the role, and offers are made within that range, with flexibility based on experience, market context, and leveling. As impact grows, so does compensation over time.
Hi, Future Homie!
At Homebase, you’ll join a team that’s bold, fast-moving, and obsessed with helping small businesses thrive. We build with empathy, act with urgency, and take big swings that drive real-world impact. Here, every Homie shows up to raise the bar, support one another, and celebrate wins as a team.
We’re not just building an app—we’re building unstoppable teams. So what do you say, are you in?
📍Your Impact Starts Here
We’re looking for a Marketing Analyst who owns how Homebase measures and optimizes the full acquisition engine — from the first web visit to a paying customer. You’ll be the analytical authority on paid media effectiveness, attribution, web conversion, and organic performance, bringing rigor and clarity to decisions that directly shape where we spend, what we test, and how we grow.
This isn’t a basic reporting or BI role. You’ll design and run advanced causal measurement frameworks (geo holdout tests, synthetic control experiments) to cut through attribution noise, build the infrastructure that makes marketing measurement trustworthy at scale, and act as a strategic thought partner to Marketing, Growth, RevOps, and Finance leadership. If you’re energized by hard measurement problems, love building things that last, and want real ownership over how a growth business learns — this role is built for you.
These are the key ways you’ll contribute and create impact in this role:
Own paid media measurement end-to-end — go beyond platform-reported ROAS to design and execute geo holdout tests, synthetic control experiments, and incrementality frameworks that give leadership a true signal on what’s actually driving growth.
Lead attribution strategy — evaluate, implement, and maintain multi-touch and algorithmic attribution models that connect marketing spend to pipeline and closed revenue; surface where credit is being mis-assigned and what that means for budget allocation.
Drive CRO and web analytics — partner with Marketing and Growth to instrument, analyze, and improve the website funnel; define what’s being measured, ensure tracking integrity, and identify the highest-leverage conversion opportunities.
Build the organic measurement framework — own SEO and content analytics, connecting organic traffic trends to acquisition outcomes and helping the team prioritize based on actual business impact.
Support Lifecycle analytics — partner with the lifecycle team on measurement for email, push, and engagement programs; provide analytical support on segmentation and campaign performance without owning the roadmap.
Partner with Engineering and Data Engineering on measurement architecture — define tracking requirements, co-design event schemas, and ensure the data infrastructure underpinning marketing analytics is reliable, scalable, and built right the first time.
Build scalable, self-serve marketing analytics tools — dashboards, models, and metric layers that the CMO, Head of Growth, channel managers, RevOps, and Finance can trust and use independently without ad hoc requests.
Translate complex measurement into clear decisions — turn geo test results, attribution shifts, and funnel findings into concise, exec-ready narratives that influence spend decisions, headcount planning, and GTM strategy.
Champion AI-assisted workflows — automate recurring reporting, accelerate analysis turnaround, and raise the measurement bar across the marketing org.
Ensure instrumentation integrity — partner with data engineering and marketing ops to define tracking requirements for new campaigns, channels, and funnels before they launch, not after.
🚀 The Foundation for Success - These are the experiences and strengths that will set you up for success in this role:
5–8 years of experience in marketing analytics, growth analytics, or data science with measurable business impact; at least 2 years at a senior or lead level.
Deep hands-on experience with advanced paid media measurement — geo holdout testing, synthetic control methods, incrementality analysis, or similar causal inference approaches. This is the core differentiator for this role.
Strong working knowledge of attribution modeling — multi-touch, data-driven, and the tradeoffs between them — with experience actually rebuilding or challenging an existing attribution setup.
Advanced SQL and experience with modern analytics stacks (dbt, Databricks/Snowflake, Looker, or equivalent).
Proficiency in Python (or AI-assisted Python) for experiment design, causal inference, and statistical modeling.
Demonstrated experience with web analytics and CRO — event tracking, funnel instrumentation, conversion analysis (GA4, Segment, or similar).
Experience partnering across Marketing (CMO/channel leads), Growth, RevOps, and technical teams (Engineering, Data Engineering) in a high-velocity tech or growth environment; SaaS or subscription background is a plus but not required.
Exceptional communication and storytelling — able to explain a synthetic control experiment to a Head of Growth or channel manager and make it decision-ready.
Demonstrated AI fluency — using AI to accelerate analysis, automate recurring workflows, and extend analytical capability.
Self-starter mindset with strong ownership instincts; comfortable operating in ambiguity and setting the agenda rather than waiting for one.
🤝 The Homie Way - These principles guide everything we do—from how we work and make decisions to how we show up for each other.
💡 Be Customer Obsessed – Solve problems with empathy and creativity.
⚡ Move Fast, Learn Fast – Experiment, take action, and grow every day.
🎯 Own Your Impact – Think big, focus on what matters, and make decisions you stand behind.
🏆 Master Your Craft – Excellence fuels impact—show up, step up, and make your mark.
🏅 Win Together – Put goals over roles, lead with trust, and connect to our mission and each other.
What We Offer
💰 Ownership & Savings: Stock options + TFSA/RRSP with 4% company match
🏥 Health & Wellness: Comprehensive medical, dental, and vision for you and your dependents
⏰ Paid Time Off: Flexible PTO + company holidays + designated focus periods
🤖 AI access, for real: We invest in builders and believe that curiosity shouldn't have a paywall. That means you'll have access to paid AI tools with minimal restrictions, so you can build, experiment, and level up your craft.
👶 Family Support: Maternity/Parental Leave EI top-up support offered (after 6 months of service)
🌟 Work Your Way: Work From Anywhere Month + meeting-free weeks yearly
🛡️ Protection Plans: Life insurance + short/long-term disability coverage
🍽️ Workspace Perks: Meals provided, team offsites, and Customer Days
💼 Our Hybrid Rhythm: We believe collaboration drives impact. That’s why Tuesday and Wednesday are our required in-office days—a time to move faster as a team, build deeper connections, make better decisions, and build together.
What to Expect During the Interview Process
Meet the Talent Acquisition team, Kaitlyn S.
Meet the Hiring Manager, Vlad A.
Participate in a Talent Showcase
Meet with Cross-functional Stakeholders
Meet with the CMO, Katie D.
Background Check + Offer Stage
Welcome to the team, Homie 🎉
💜 Belonging at Homebase - We're committed to fostering a welcoming space where every Homie can be their full self. Experience comes in many forms—so if you're excited about this role, even if you don’t meet 100% of the qualifications, we encourage you to apply!
Homebase will consider qualified applicants with criminal histories in a manner consistent with the San Francisco Fair Chance Ordinance.
👋 Hey, We’re Homebase
Homebase is the everything app for hourly teams—built to simplify the day-to-day and superpower local businesses. With tools for scheduling, time clocks, payroll, communication, HR, and more, we help teams stay connected and in control. Today, over 150,000 small (but mighty) businesses rely on us to make work radically easier. Together, we’ve tracked over a billion hours for 2M+ workers—and we’re just getting started.
At Homebase, we celebrate diversity and are proud to be an equal opportunity employer. We welcome all candidates and do not discriminate based on any legally protected status. If you need accommodations during the hiring process, please let us know—we’re committed to ensuring fair and equitable access for all.
Compensation Range: CA$127,925 - CA$150,500