Principal Data Analyst, Marketing Analytics in London

Ready to make travel easier for millions? Airalo is the world’s first and largest eSIM store, helping travellers stay connected seamlessly in over 200 countries and regions. We trust our teams to take ownership, put customers first, and do work that has a real impact every day.

What’s in it for you? Airalo offers team members a range of perks, including remote work, generous PTO, wellness and learning allowances, and, of course, our annual Airalo Away retreat. Our team works across the full data ecosystem, from collection to insights activation, ensuring that every piece of data drives meaningful action. We’re curious problem-solvers who love tackling challenges that haven’t been solved before and building tools and processes that scale impact across the company.

Airalo’s fully remote Data team is growing. You’ll turn numbers into decisions that shape the future of our business, collaborating with cross-functional teams to solve complex problems and influence how millions of travellers stay connected. This isn’t just dashboards - it’s using data to drive strategy, inform product and growth decisions, and create real impact. You’ll have access to best-in-class tools, the freedom to experiment, and a team ready to turn insights into action.

Do you thrive at the intersection of marketing science and business strategy? We're looking for a Principal Data Analyst, Marketing Analytics to own and execute our marketing measurement strategy - from Marketing Mix Modeling and incrementality testing through to attribution, channel economics, and budget allocation.

This role is for someone who combines deep technical expertise with the ability to influence how a global organisation thinks about growth. You'll design experiments, build models, and deliver the insights that shape how we invest our marketing spend across 190+ countries. But measurement only matters if it changes decisions - so you'll also drive adoption of your work across the Growth organisation, build measurement literacy with stakeholders, and elevate the data culture that turns analysis into action.

If you're ready to operate at the frontier of modern marketing measurement in a high-growth, global business - we'd love to hear from you.

• Manage and evolve Airalo’s growth MMM portfolio - driving the existing market model from validation into a production-grade decision tool, and scaling to additional markets as growth ambition and data readiness allow.
• Design and execute incrementality experiments (geo-holdouts, conversion lift studies, synthetic control, difference-in-differences) that calibrate the MMM and establish true causal impact of marketing spend across channels.
• Evolve our attribution methodology: determine the right models and attribution windows for our purchase cycle, specify the data requirements, and measure the impact of tracking remediation on attribution accuracy.
• Calculate and continuously optimize the CAC metrics (platform-reported, internally-attributed, incremental, and blended) and own LTV:CAC as a strategic KPI reported to leadership.
• Build measurement literacy within the Growth and Acquisition teams: train stakeholders to interpret the LTV/CAC related metrics, understand the difference between attributed and incremental performance, and use self-service reporting with confidence.
• Build and maintain the performance marketing reporting framework - with Analytics Engineering to ensure the underlying models serve both reporting and measurement needs.
• Act as analytics partner to the Growth and Acquisition teams: translate business questions into measurement plans, deliver the analytics that inform spend decisions, and build self-service reporting that reduces ad-hoc dependency.
• Drive adoption of measurement outputs-ensure MMM scenarios, incrementality results, and attribution insights translate into concrete budget allocation changes.
• Contribute to the development of a unified decision framework that integrates signal health, attribution, and incrementality into budget allocation guidance with clear go/no-go criteria for scaling spend by market and channel.
• Build institutional knowledge: document every experiment result, every MMM refresh, and every signal quality trend so that each quarter’s decisions are better informed than the last.
• Collaborate with the Senior CDP Engineer and MarTech on the data and signal infrastructure that underpins measurement - defining what you need, so they can build it right.

• Several years of experience in marketing analytics, marketing science, or growth analytics, with deep expertise across at least two of Marketing Mix Modeling, Incrementality Testing (geo-experiments, RCTs), and Multi-Touch Attribution.
• Hands‑on experience building, validating, or calibrating MMM models- whether using Robyn, Google Meridian, PyMC-Marketing, LightweightMMM, Bayesian regression, or working closely with vendors who do.
• Strong foundation in causal inference and experimental design: you understand difference-in-differences, synthetic control, propensity scoring, and when each method is appropriate.
• Expert‑level SQL and Python (or R). You can write production‑quality code, not just analysis notebooks.
• Experience with modern data warehouses (BigQuery or Snowflake) and familiarity with analytics engineering workflows (dbt preferred).
• Experience with data visualisation and BI tools such as LightDash, Looker Studio, Tableau, or Metabase.
• Proven track record of calculating and optimising channel‑level CAC, LTV, churn, and ROAS, and using these metrics to influence marketing spend decisions at scale.
• Exceptional communicator: you navigate deep technical conversations and translate findings into clear recommendations for senior stakeholders and board‑level audiences.
• A proactive, self‑starter mindset. You thrive in ambiguity, work autonomously, and are energised by building in fast‑paced, high‑growth environments.

• Experience with Bayesian modelling frameworks (TensorFlow Probability, PyMC, Stan) and their applications in marketing measurement.
• Familiarity with mobile analytics platforms and MMPs: Adjust, AppsFlyer, CleverTap, or similar.
• Experience with ad platforms (Google Ads, Meta Ads, TikTok Ads, Apple Search Ads) and their attribution APIs, conversion modelling, and server‑side event integration (cAPI, Enhanced Conversions, SKAN).
• Knowledge of the eSIM, telco, MNO/MVNO, or travel‑tech landscape.
• Exposure to semantic layers, metrics‑as‑code, or KPI governance frameworks.
• Experience with privacy‑first measurement strategies in the post‑cookie, post‑ATT world.
• Experience with cross‑border or multi‑market attribution challenges where marketing geography and conversion geography diverge.

If you are interested in this position, please apply via the link.

Please note that to be considered for this role, you must reside in and be fully eligible to work in either Romania, Spain, or the UK. Proof of a valid right to work in one of these three countries will be required.

By applying, you acknowledge and agree that, in case of successful application, Airalo may request to run background checks as a condition for entering into an agreement with you. Rest assured that these checks will only occur upon your prior consent and at the end of the selection process, and will be strictly limited to what is allowed under the laws that are applicable to you.

Airalo is an equal‑opportunity employer and values diversity, equity & inclusion. We do not discriminate on the basis of race, religion, national origin, gender, sexual orientation, age, marital status, veteran status, or disability status. We are committed to providing reasonable accommodations upon request for individuals with disabilities throughout our job interview process.

At Airalo, we use AI‑assisted tools as part of our recruitment process. Your application will be reviewed using tools that help our recruiters analyze and organize CV information. These tools support, but do not replace, human judgment; all hiring decisions are made by humans. If you progress to an interview, we may use tools to generate AI‑assisted notes - you can opt out of these.