Senior Marketing Analyst, Strategy & Analytics in London

About Toptal: Toptal is a global network of top talent in business, design, and technology that enables companies to scale their teams, on-demand. With $200+ million in annual revenue and team members based around the globe, Toptal is the world’s largest fully remote workforce.

Job Summary: Toptal is looking for a Senior Marketing Analyst to provide marketing leaders with crucial insights and recommendations for improvement. The role is part of our Business Analytics Center of Excellence, where Analysts are assigned to support one or more business functions. This role will specifically work with our Marketing organization—spanning paid search (SEM), organic search (SEO), and emerging Generative AI channels—from structuring the underlying data infrastructure to developing reports that support marketing leaders in making data‑driven decisions. This role will play a critical role as a strategic advisor to marketing functions and leaders.

Responsibilities:

• Analyze data, build models, test hypotheses, find root causes, develop prototypes, forecast performance, create Tableau reports, and write SQL scripts; and extract insights from these data activities to inform marketing decisions.
• Use descriptive (what happened) and diagnostic (why did it happen) analytics to develop specific, actionable recommendations for marketing leaders.
• Define metrics that are independent, holistic, accurate, encourage the right behaviours, and are aligned with company strategy and objectives.
• Measure and diagnose the performance of SEM, SEO, and Generative AI channels—analyzing spend efficiency, keyword and query performance, organic visibility and share of voice, funnel conversion, and lead value/ROAS—to guide budget allocation and channel strategy.
• Map marketing processes and channel journeys to their corresponding data flows across acquisition, engagement, and revenue generation.
• Proactively identify and surface opportunities to improve efficiency, conversion, revenue generation, client and talent experience, operations, communication, systems & tools, cash usage, etc.
• Work closely with marketing stakeholders, data analysts, and business process owners to empower data‑backed decision making, balancing and prioritising competing requests across teams.
• Leverage Generative AI tools (such as Claude, Gemini, and ChatGPT) to accelerate analysis, automate reporting workflows, and evaluate the growing impact of AI‑driven search and referral channels on marketing performance.
• Build and maintain marketing data infrastructure from lead acquisition to revenue generation, setting up and integrating Google Analytics, Google Search Console, and Google Ads as required.

Qualifications and Job Requirements:

• Bachelor’s degree is required.
• 5+ years of experience in data analysis, analytics, or business intelligence is required, with a focus on marketing analytics.
• 2+ years of experience within general consulting or an analytical operations function is required.
• Demonstrated experience analyzing SEM (paid search), SEO (organic search), and Generative AI / AI‑driven search channels is required.
• Both a strong background in math, science, finance, engineering, or statistics and deep business insight is required; advanced degrees and/or MBA are a plus.
• Experience with BI tools (Tableau, Qlik, PowerBI, etc.).
• Proficiency in SQL; experience with R, Python, or MATLAB is a plus.
• Hands‑on experience using Generative AI tools such as Claude, Gemini, or ChatGPT to support analysis, automation, and reporting.
• Experience with exploratory data analysis, prototyping, testing hypotheses, performing root cause analyses, modeling business processes, building forecasts, creating predictive models, defining metrics, and/or measuring marketing performance.
• Track record of linking data and analytics to marketing strategy, financial performance, and operations to drive real impact.
• Working knowledge of probability and statistics, experience with process improvement is a plus.
• Proven ability to manage diverse stakeholders and balance multiple, conflicting priorities in a fast‑moving environment.
• Ability to explain complex issues simply and intuitively, and willingness to challenge assumptions, communicate limitations, and flag blind spots.
• The ideal candidate needs to have a strong technical background particularly when it comes to marketing data infrastructure and Google products (Google Analytics, Google Search Console, Google Ads) while having the ability to master marketing processes of diverse nature.
• Outstanding written and verbal communication skills.
• Ability to work in a fast‑paced, rapidly growing company and handle a wide variety of challenges, deadlines, and a diverse array of contacts.