Lead Marketing Analyst (CRM, Organic, Brand)

About Cleo
At Cleo, we’re not just building another fintech app. We’re embarking on a mission to fundamentally change humanity’s relationship with money. Imagine a world where everyone, regardless of background or income, has access to a hyper-intelligent financial advisor in their pocket. That’s the future we’re creating.

Cleo is a rare success story: a profitable, fast-growing unicorn with over $200 million in ARR and growing over 2x year-over-year. This isn’t just a job; it’s a chance to join a team of brilliant, driven individuals who are passionate about making a real difference. We have an exceptionally high bar for talent, seeking individuals who are not only at the top of their field but also embody our culture of collaboration and positive impact.

If you’re driven by complex challenges that push your expertise, the chance to shape something truly transformative, and the potential to share in Cleo’s success as we scale, while growing alongside a company that’s scaling fast, this might be your perfect fit.

About The Role
We’re looking for a Senior / Lead Marketing Analyst (Organic, Brand, CRM) to join Cleo’s Marketing Analytics team. You’ll be a primary analytics partner for our organic, brand and CRM functions, building the strategy and measurement foundations for channels including organic social, ASO, SEO and our CRM program. Your work will directly influence how we grow beyond paid, how we measure the impact of brand and content, and how we use lifecycle communications to drive activation, engagement and retention.

You’ll work day-to-day with organic marketers, brand and PMM, CRM, and growth leadership to uncover insights, improve measurement frameworks, and shape channel and campaign strategy. This role is for someone who wants to define how Cleo does organic and lifecycle growth at scale, not just report on it.

Why this role matters
Paid acquisition has been a core growth engine for Cleo. To build a more efficient and durable growth model, we’re investing heavily in organic, brand and lifecycle channels. You’ll be central to that shift – building the measurement, attribution and performance frameworks that increase our organic and owned contribution, make brand investment smarter, and ensure CRM is driving meaningful long-term value, not just near-term clicks.

What you’ll be doing

• Organic & owned channel analytics
  Analyse performance across SEO, ASO, organic social and other owned/earned channels. Build foundational measurement frameworks for organic acquisition and content, including clear channel KPIs and diagnostics. Identify opportunities to grow organic contribution and reduce dependency on paid channels through content, distribution and optimisation.
• Brand & product launch measurement
  Partner with Brand and Product Marketing to measure the impact of major product launches and brand campaigns. Define and track mid-funnel and brand metrics (e.g. awareness, consideration, engagement) and connect them to downstream outcomes using causal methods. Contribute to cross-channel attribution frameworks that account for both brand and performance activity.
• CRM & lifecycle analytics
  Own the analytics for our email program via Customer.io and other lifecycle touchpoints. Define and track key CRM and lifecycle metrics across acquisition, activation, engagement and retention. Partner with CRM and growth teams to design, test and optimise lifecycle journeys and campaigns, including segmentation and targeting. Design, analyse and iterate on CRM A/B tests, with clear hypotheses, success metrics and learnings that feed back into future campaigns and journey design.
• Experimentation & insights
  Design, run and interpret experiments across organic, brand and CRM – from content and SEO tests to message and journey experiments. Conduct cohort and funnel analyses to understand user behaviour from organic entry through to long-term value. Move beyond reporting to surface strategic insights and clear recommendations on where to invest, what to change and what to stop.
• Cross-functional collaboration
  Work with CRM, Brand, Product Marketing and Growth leadership as a thought partner on strategy, roadmaps and investment decisions. Present insights and recommendations clearly to non-technical stakeholders, turning complex analysis into actionable decisions.

The team you’ll join
You’ll sit within Cleo’s Data organisation – a 60-person team of Analysts and Data Scientists who partner across product and growth. You’ll have peers working on experimentation, pricing, lifecycle and product analytics, and a manager who cares about your development through regular feedback, mentoring and dedicated time for learning.

What we’re looking for
3+ years’ experience in marketing or growth analytics, with significant time spent on organic, brand and/or CRM/lifecycle channels for B2C or subscription products. Strong SQL skills; comfortable exploring, transforming and validating large datasets independently. Hands-on analytics experience with organic or owned channels (e.g. SEO/ASO, organic social, content) and/or CRM/email programs. Practical experience with experimentation (e.g. A/B tests, holdouts, brand or CRM tests) and interpreting results for non-technical stakeholders. Experience with funnel and cohort analysis, and comfort working with mid-funnel metrics (engagement, consideration, intent) as well as revenue outcomes. Strong commercial judgement: able to connect organic, brand and CRM metrics to acquisition efficiency, retention, LTV and profitability. Ability to communicate complex analysis simply, with clear narratives and recommendations.

Nice to have
Python or R for more advanced analysis, experimentation or modelling. Hands-on experience with SEO/ASO analytics (e.g. search console, keyword analysis, store listing optimisation) or social/content analytics. Experience with CRM tools such as Customer.io, Braze, Iterable or similar, including segmentation and lifecycle experimentation. Understanding of brand measurement (e.g. brand lift studies, brand tracking, survey-based measurement, causal inference). Experience shifting acquisition mix from paid to organic/owned or building new organic/brand programs from scratch. Experience in consumer fintech, high-growth consumer apps or subscription products.

What do you get for all your hard work?
A competitive compensation package (base + equity) with bi-annual reviews, aligned to our quarterly OKR planning cycles. Work at one of the fastest-growing tech startups, backed by top VC firms, Balderton & EQT Ventures. A clear progression plan. We want you to keep growing. That means trying new things, leading others, challenging the status quo and owning your impact. Always with our complete support. Flexibility. We can’t fight for the world’s financial health if we’re not healthy ourselves. We work with everyone to make sure they have the balance they need to do their best work. Work where you work best. We’re a globally distributed team. If you live in London we have a hybrid approach, we’d love you to spend one day a week or more in our beautiful office. If you’re outside of London, we’ll encourage you to spend a couple of days with us a few times per year. And we’ll cover your travel costs, naturally.

Other Benefits
Company-wide performance reviews every 6 months. Generous pay increases for high-performing team members. Equity top-ups for team members getting promoted. 25 days annual leave a year + public holidays (+ an additional day for every year you spend at Cleo, up to 30 days). 6% employer-matched pension in the UK. Private Medical Insurance via Vitality, dental cover, and life assurance. Enhanced parental leave. 1 month paid sabbatical after 4 years at Cleo. Regular socials and activities, online and in-person. Online mental health support via Spill. Workplace Nursery Scheme.

Welcoming Everyone
We strongly encourage applications from people of colour, the LGBTQ+ community, people with disabilities, neurodivergent people, parents, carers, and people from lower socio-economic backgrounds. If there’s anything we can do to accommodate your specific situation, please let us know.