Marketing AI & Analytics Lead

Role Overview

Prypco’s Marketing team is transforming the way we operate and we want you to help us make AI the default way of working. As Prypco’s Marketing AI & Analytics Lead you will own the intersection of data tracking and AI‑powered execution across all marketing channels and business verticals (Blocks, Mint, Mortgage, Exclusives and Golden Visa). Your dual mandate is to design and own the full marketing data stack (attribution, reporting, tracking, and performance analytics that tie every dirham spent to a measurable conversion) and embed AI as the default operating mode across the marketing team, building tools, agents and automations that fundamentally change how work gets done.

You will partner closely with performance, product, CRM and tech teams to ensure accurate attribution, campaign visibility and actionable insights while simultaneously coaching marketers to build and use AI tools that compress multi‑day processes into minutes. This role is for someone who can sit confidently at the intersection of marketing analytics, business intelligence and AI adoption.

Drive cross‑functional ownership of the marketing data ecosystem, ensuring data quality, timeliness and actionable insights that directly influence CAC, budget allocation and revenue.

• Partner with performance and product teams to track full‑funnel conversion across all business units and automate as much as possible with full visibility.
• Define SSOT metrics across web and mobile app.
• Use AI‑powered analysis to surface faster, more accurate growth recommendations that directly influence CAC budget allocation and revenue.

• Track daily, weekly and monthly marketing performance metrics across all channels and business units.
• Maintain centralized dashboards covering acquisition, retention, engagement, CAC, LTV and funnel metrics.
• Ensure data accuracy and consistency across CRM, MMPs, ad platforms and internal databases; solve for data variations across platforms.
• Automate recurring reports using AI tools to reduce manual intervention and improve speed to insight.

• Track and analyse campaign performance across paid media, CRM, Whats App, push and email and extract direct and probabilistic data and behaviour patterns.
• Measure true incremental ROAS from a data perspective.

• Build and manage attribution frameworks across web and mobile (Appsflyer, Amplitude, GA, Power Bi, Looker, etc.).
• Validate tracking implementation in collaboration with product and tech teams.
• Be well‑versed with implementation for Tag Manager, ensure proper UTM structures, event tracking and campaign tagging hygiene.
• Identify discrepancies across measurement platforms and flag them in a timely manner.
• Work with tech and product to improve tracking architecture.

• Identify the highest‑leverage workflow transformation opportunities within the marketing team and build AI tools, agents and automations tailored to each marketing sub‑function.
• Coach marketers through a progressive journey from first AI win, regular integration, full workflow transformation to self‑sufficiency.
• Recognise patterns across teams and systematically build to reduce repeated tasks; a tool built for one marketer should become reusable for their peers.
• Prepare the marketing team for an agentic future not just prompt writing but designing, building and overseeing autonomous workflows.
• Drive an AI‑first approach for creatives, landing pages, components etc.

• SSOT dashboard live across all Prypco verticals.
• Data and behaviour‑based recommendations that directly reduce CAC.
• Attribution discrepancy reduced to minimal level.
• Measurable AI adoption across the marketing team; marketers starting tasks with AI tools as their default.
• Truly automated reporting for leadership.

• 4–7 years of experience in Marketing Analytics, MIS, Business Intelligence, Performance Marketing Analytics or a closely adjacent AI automation role.
• Demonstrated hands‑on experience building AI‑powered tools, agents, automations or workflows that transformed real work processes, not just using AI as a chatbot but building with it.
• Proficiency with AI development tools and platforms (e.g., Claude, Claude Code, custom agent frameworks, API integrations, workflow automation tools).
• Strong hands‑on experience with reporting tools like Looker Studio, Power BI, Tableau or similar.
• Strong proficiency in Excel, Google Sheets (pivot tables, data lookup, data cleaning, etc.).
• Working knowledge of MMP tools (Apps Flyer, Adjust), CRM platforms and ad platforms (Meta, Google, Tik Tok, etc.).
• Strong analytical mindset with attention to detail and data accuracy.
• Comfort with ambiguity and messy datasets; business‑first thinking, not tool‑first.