Marketing Analyst - Funnel

About the Role

The Marketing Analyst is a data-driven strategist responsible for measuring, interpreting, and optimizing performance across all marketing channels. This individual provides the reporting backbone for the Web, Paid Media, CRM, and Loyalty teams, blending statistical expertise with AI-powered tools to uncover and act on patterns in guest behavior, campaign performance, and web analytics. They bridge human judgment with machine intelligence to accelerate business insights and drive smarter, faster marketing decisions, delivering insights that help Backroads improve acquisition, conversion, and retention.

• Develop and maintain dashboards and reports to track KPIs across paid media, email, web, CRM, and loyalty campaigns.
• Collaborate with channel leads to define campaign goals and monitor performance against targets.
• Document and maintain the data layer in Google Tag Manager, ensuring the accuracy and integrity of data collection throughout the ecosystem.
• Regularly analyze user behavior across the booking funnel and generate actionable insights.
• Use AI tools and platforms (like GPT, Big Query ML, or AutoML) to generate and test hypotheses at scale.
• Automate repetitive queries and reporting via scripts, bots, or AI copilots.
• Communicate insights visually and contextually, often embedding generative narratives directly into dashboards.
• Play a key role in data governance, ensuring AI-generated insights are ethical and unbiased.

• 3‑5 years of experience in marketing analytics, performance marketing, or ecommerce analytics.
• Proficiency in tools such as GA4, Google Tag Manager, Power
  
  BI/Looker/Tableau, and Excel.
• Familiarity with AI tools and platforms.
• Experience analyzing multichannel funnels and user journeys.
• Strong understanding of KPIs such as CAC, LTV, ROAS, and conversion rate.
• Excellent communication skills and the ability to convey data clearly to stakeholders.

On‑site, Berkeley, CA – 4 days in office, 1 day remote. Backroads is unable to provide visa sponsorship or take over existing sponsor ships at this time or in the future.