Senior Analyst - Marketing Analytics

ROLE SNAPSHOT

Department : Marketing & Growth

Reports To : SVP, Marketing & Growth

Location : Noida HQ

Type : Full-Time, Individual Contributor

Experience : 3-6 years

WHY THIS ROLE EXISTS

Redcliffe Labs is one of India's fastest-growing diagnostics companies - 7M+ patients annually, 220+ cities, home-collection model. The marketing team runs a multi-crore monthly revenue engine across Google, Meta, CRM retention, organic, and phlebotomist referral channels.

The problem: business-critical decisions happen daily in a Growth War Room, but the data feeding those decisions is manually compiled, tracked, and spread across various platforms.

This role is the fix. You will be the single owner of marketing measurement - making sure dashboards are reliable, events are firing correctly, attribution is clean, and leadership never has to ask "can we trust this number?"

WHAT YOU WILL OWN

1. Tracking & Instrumentation

- Own GA4 setup and hygiene: data streams, custom dimensions, audiences, event configuration, and measurement protocol debugging. You are the first call when a number looks off.

- Maintain Meta CAPI and Google Enhanced Conversions. Monitor Event Match Quality, deduplication accuracy, and conversion lag. Flag signal degradation before it impacts campaign performance.

- Own GTM web containers: dataLayer design, trigger/variable configuration, tag hygiene. No rogue tags, no orphaned triggers, no undocumented custom HTML.

- Manage event taxonomy in MoEngage (or equivalent CRM tool) - ensure marketing automation events are consistently named, correctly mapped to user actions, and available for segmentation.

- Run quarterly instrumentation audits across all platforms. Document coverage gaps, platform discrepancies, and attribution blind spots.

2. Dashboards & Daily Reporting

- Build and maintain the daily Growth data layer - replacing manual CSV/MIS compilation with automated Looker Studio dashboards connected to BigQuery.

- Design channel-wise performance dashboards: Google (Brand / Competitor / Generic / Packages), Meta (Prospecting / Retargeting / Lookalike), Organic, Retention, Phlebo Referral. Each with CAC, AOV, volume, and conversion rate views.

- Build MTD revenue projection dashboards: actuals-based run rate and trailing-5-day trend vs. monthly target. These are the numbers the SVP reviews every morning.

- Automate the weekly marketing MIS: blended S&M ROI, channel-wise CAC, ASP trends, coupon impact analysis, and anomaly flags (e.g., zero-price bookings, sudden ASP drops).

- Ensure all dashboards have clear data freshness indicators, source documentation, and are self-serve for the broader marketing team.

3. Cohort & Retention Analytics

- Build new vs. repeat customer views by channel: acquisition cost per cohort, 30/60/90/180-day return rates, frequency compression tracking (days between bookings).

- Track repeat rate contribution and return rate as separate metrics - repeat mix improving while return rates decline is a diagnostic the team actively monitors.

- Surface channel-level retention signals: which acquisition sources produce customers that come back vs. one-and-done users.

- Support CRM team with segment-level analytics: dormant reactivation rates, coupon redemption by segment, campaign-level lift measurement.

4. Attribution & Channel Intelligence

- Maintain UTM hygiene across all paid and owned channels. Enforce naming conventions, audit parameter integrity monthly, and flag misattribution patterns.

- Build a last-touch vs. first-touch attribution comparison view. Surface channel credit discrepancies that affect budget allocation decisions.

- Ensure clean, granular, timestamped spend and conversion data is queryable by channel, city, campaign tier, and device - setting the foundation for future Marketing Mix Modeling.

5. Ad-Hoc Analysis & Strategic Support

- Run deep-dive analyses on demand: coupon impact on ASP, city-level phlebo upsell variance, day-of-week booking patterns, campaign restructure impact measurement, brand search lift correlation.

- Support A/B test measurement for CRM experiments, landing page variants, and pricing tests - define test design, sample sizing, and statistical significance thresholds.

- Prepare data packs for leadership reviews, board presentations, and investor updates. Clean numbers, clear narratives, no manual last-minute scrambles.

TOOLS & STACK PROFICIENCY

Tools & Proficiency Expected - Web Analytics

- GA4 (custom dimensions, audiences, explorations, data streams, consent mode, debugging), Google Search Console, basic familiarity with Firebase Analytics.

Marketing Automation:

- MoEngage or equivalent (CleverTap / WebEngage) - event taxonomy, flow setup, segmentation, campaign analytics. Branch deep linking familiarity is a plus.

Ads Tracking & Attribution:

- Meta CAPI (setup, EMQ monitoring, deduplication), Google Enhanced Conversions, Google Ads conversion tracking (primary/secondary actions), basic UTM discipline and attribution logic.

Tag Management

- GTM (web containers, dataLayer design, trigger/variable configuration). Server-side GTM familiarity is a plus.

- SQL & Data Querying

- BigQuery or any cloud SQL (writing joins, window functions, cohort queries against GA4 export tables and ads data). You query the warehouse; you don't build it.

Dashboards & Reporting:

- Looker Studio (multi-source blending, calculated fields, drill-downs). Google Sheets (advanced formulas, pivot tables, IMPORTRANGE). Metabase or Superset familiarity is a plus.

- Automation (Plus)

- Python (pandas, requests) or Google Apps Script for pulling data, scheduling reports, and building alerts. Not mandatory, but a strong differentiator.

MUST-HAVE QUALIFICATIONS

- 3-6 years in a marketing analytics, digital analytics, or growth analytics role. D2C, e-commerce, healthtech, fintech, or any high-frequency transactional business preferred.

- Hands-on GA4 expertise: you've configured data streams, built custom audiences, debugged event discrepancies, and created explorations - not just read pre-built reports.

- Working experience with at least one marketing automation platform (MoEngage, CleverTap, WebEngage): event setup, segmentation, and campaign-level analytics.

- Meta CAPI or Google Enhanced Conversions implementation experience - you've dealt with EMQ, deduplication, or conversion lag issues firsthand.

- GTM proficiency: web container management, dataLayer design, and tag debugging.

- SQL fluency: can write BigQuery (or equivalent) queries with joins, window functions, and aggregations without hand-holding. You don't need to be a data engineer, but you must be self-sufficient in pulling and shaping data.

- Dashboard building experience: Looker Studio, Google Sheets, or equivalent - with a focus on making data self-serve and leadership-readable.

- Comfort being the first dedicated analytics hire on a marketing team. No existing playbook. You write the playbook.

GOOD TO HAVE

- Branch deep linking / mobile attribution experience.

- Firebase Analytics familiarity (SDK events, DebugView, audiences).

- Python or Apps Script for data automation, report scheduling, or alerting.

- Apple Search Ads tracking and attribution.

- Prior healthcare, diagnostics, or insurance industry experience.

- Exposure to Marketing Mix Modeling or incrementality testing concepts.

- Server-side GTM container setup and management.

WHAT THIS ROLE IS NOT

- Clarity on scope prevents misaligned expectations:

- Not a Data Engineer. You query BigQuery; you don't build or maintain the data warehouse.

- Not a Campaign Manager. You don't run ads or write copy. You make sure the people who do have trustworthy data.

- Not a Product Analyst. Product/app analytics may surface as a need over time, but day one this is a marketing analytics role.

- Not a People Manager. This is an IC role reporting directly to the SVP. You may mentor juniors later, but you won't manage a team from the start.

WHY JOIN

- First dedicated marketing analytics hire in a - 350 Cr+ company growing at 40%+ YoY. The impact surface area is massive.

- Direct reporting to the SVP, Marketing & Growth. No layers between your work and decisions that move - 14 Cr/month in revenue.

- Full-stack marketing exposure: paid search, paid social, CRM, organic, referral, brand - all in one seat.

- Build the analytics foundation for an IPO-track company. You're not maintaining someone else's system; you're creating it.

- Healthcare diagnostics is a meaningful category. The data you get right directly improves how quickly and confidently this team grows.

INTERVIEW PROCESS

- Screening Call (30 min) - Background, motivation, stack familiarity.

- Technical Assessment (Take-home, 60-90 min) - GA4 debugging scenario + SQL query exercise.

- Hiring Manager Round (45-60 min) - Past work deep-dive, dashboard walkthrough, problem-solving discussion.

- Founder Round (30 min) - Culture fit and ownership mindset.