Sr. Marketing Analyst

About Niche

Niche is the leader in school search. Our mission is to make researching and enrolling in schools easy, transparent, and free. With in-depth profiles on every school and college in America, 140 million reviews and ratings, and powerful search tools, we help millions of people find the right school for them. We also help thousands of schools recruit more best-fit students, by highlighting what makes them great and making it easier to visit and apply.

Niche is all about finding where you belong, and that mission inspires how we operate every day. We want Niche to be a place where people truly enjoy working and can thrive professionally.

We are looking for an experienced, analytically rigorous, and collaborative Senior Marketing Analyst to own how Niche measures and improves the performance of its marketing engine, on both sides of the marketplace. This is a senior individual contributor role on the Analytics team, embedded day to day with the marketing and growth teams and reporting to the Manager of Operational Analytics.

The Senior Marketing Analyst is the analytical owner of two connected domains:

• B2B marketing and pipeline analytics: how marketing-sourced demand becomes qualified leads, opportunities, and closed business.
• B2C growth and registration analytics: how students and parents find Niche across acquisition channels, register, and convert into engaged users.

This is a deeply embedded role. You will sit in marketing, B2B, SEO, and lifecycle meetings and workflows, develop first-hand awareness of how data is actually being used, where the gaps are, and what’s needed before it becomes a problem. You will be a strategic partner to marketing leadership rather than a reporting function: proactively surfacing insights, pairing them with recommendations and clear next steps, and staying with the work through the decision it informs.

• Build the measurement foundation for how Niche markets to schools and districts: define which metrics matter, how they are calculated, and where the reporting lives, so the business can see what is actually working
• Bring rigor to questions such as which channels and campaigns produce pipeline that closes, what a marketing-sourced lead is actually worth, and where demand generation investment should go next
• Develop leading-indicator reporting that gives marketing and sales leadership early signal on pipeline health rather than a retrospective read
• Own the B2B attribution model in Marketo Measure, including touchpoint and channel definitions and the data flow between Marketo, Salesforce, and Snowflake. Partner with Marketing and Sales to keep campaign tracking and lead and opportunity attribution reliable over time
• Support new business forecasting and pipeline reviews with clear, documented methodology and honest confidence levels

• Own registration and acquisition measurement end to end: registration funnel performance, campaign and channel attribution, and the connection between how a user arrived and what they went on to do on the platform
• Measure paid acquisition efficiency: cost per registration, cost per qualified lead, and how spend translates into users who actually convert. Partner with Growth Marketing on media mix and budget decisions, and build the forecasts behind them
• Serve as the analytical partner to Growth Marketing and Lifecycle: size opportunities, design and read out growth tests, troubleshoot tracking, and maintain the reporting the team runs on day to day
• Build and maintain the marketing dashboards and self-serve views that let growth, lifecycle, and leadership answer their own recurring questions
• Own organic search analytics: measure…