Marketing AI & Analytics Lead

Experience

Role Overview

Measure Growth Impact

• Partner with performance and product teams to track full funnel conversion across all business units and automate as much as possible with full visibility. You will be the authority on all marketing related data.
• 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

Marketing Reporting & MIS

• Track daily/weekly/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

Campaign Analytics & Performance Tracking

• Track and analyze campaign performance across paid media, CRM, WhatsApp, push, and email and extract direct and probabilistic data and behavior patterns.
• Measure true incremental ROAS from a data perspective

Attribution & Data Validation

• Build and manage attribution frameworks across web and mobile (Adjust/Appsflyer, Amplitude, GA, PowerBi, Looker etc.)
• Validate tracking implementation in collaboration with product and tech teams
• Must 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

AI Tooling & Workflow Transformation

• 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 → 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.

What Success Looks Like

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

Must-Have

• 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 (Adjust/AppsFlyer), CRM platforms, and ad platforms (Meta, Google, TikTok, etc.)
• Strong analytical mindset with attention to detail and data accuracy
• Comfort with ambiguity and messy datasets; business-first thinking, not tool-first

Good To Have

• Experience building attribution models, funnel analysis, CAC, LTV, and cohort analysis with proven examples of improving CAC or ROAS
• Has run incrementality tests, geo-lift, or channel lift experiments
• Familiarity with API-based data extraction or webhook integrations
• Experience working across multiple business verticals or in emerging markets / high-growth fintech/proptech environments
• You understand marketing work. You either have direct experience in marketing or can quickly learn the workflows, deliverables, tools, and pressures of your assigned group. You know that understanding someone's work is a prerequisite to transforming it.

Bonus Points If

• You are a practitioner, not a presenter. You'd rather show a working proof-of-concept on a real deliverable today than present a polished deck about what's theoretically possible next quarter.
• You are analytically rigorous and commercially minded. You connect data to decisions and decisions to outcomes.
• You are an AI-native operator. You've used AI to fundamentally change how you work and that's your default mode. You build agents and automations fluently and can do so in real time.
• You are comfortable with ambiguity and evolution in a fast-moving, multi-vertical business. The playbook evolves as we learn. You thrive in that environment.