Marketing Analytics Lead

Koalafi is seeking a Marketing Analytics Lead to build and lead the analytical foundation of our growing marketing function. This is a high-impact role responsible for developing attribution frameworks, evaluating campaign and channel performance, shaping go-to-market test strategy, and partnering with marketing leadership to scale our direct-to-consumer and business-to-business marketing efforts.

In this role, you’ll work primarily with marketing and analytics to design and execute analyses that guide investment decisions, optimize performance , and accelerate Koalafi’s channel expansion across both B2C and B2B marketing. You will play a critical role in launching new paid marketing channels, optimizing lifecycle communications, and evaluating the ROI of new initiatives.

This is a rare opportunity to build a marketing analytics foundation from the ground up for a high-growth fintech company—while shaping how we understand, influence, and grow our customer base.

Marketing Analytics & Attribution

• Build Koalafi’s first scalable attribution model to measure performance of email, SMS, in-app, and emerging paid digital marketing channels and campaigns.
• Develop frameworks to evaluate incrementality, ROI, CAC, and long-term value implications of new marketing programs.
• Monitor channel performance and partner with Marketing Team leadership to optimize mix, creative testing, and audience segmentation.
• Establish core dashboards and reporting cadences that enable self-serve insights across the Marketing and Sales Teams.

Experimentation & Insights

• Design, implement, and evaluate A/B and multivariate tests across creative designs, channels, offers, and customer lifecycle stages.
• Identify key drivers of engagement, conversion, retention, and reactivation.
• Synthesize insights and recommendations into clear presentations for cross-functional partners and leadership.

Direct-to-Consumer Growth

• Support testing into new paid channels such as SEM, paid social, programmatic display, and retargeting.
• Analyze channel expansion performance and evaluate early-stage metrics to inform investment decisions.
• Partner with marketing managers to enhance lifecycle campaigns and improve customer onboarding, activation, and retention.

B2B Support

• Design the B2B analytics roadmap from the ground up.
• Provide data-driven guidance to retailer partners on best practices for promoting consumer financing programs.
• Support performance measurement for newly launched B2B campaigns and merchant-facing marketing programs.

About You (

• Bachelor’s degree in a quantitative or analytical field (e.g., Engineering, Mathematics, Statistics, Finance, Economics)
• 4–6 years of experience in marketing analytics, growth analytics, or a related field
• Sound understanding of attribution models and underlying rationale for various model types
• Strong SQL skills and experience working with large datasets
• Proficiency building dashboards in Tableau, Looker, or similar BI tools
• Experience designing and analyzing A/B tests
• Comfortable working in ambiguous, fast-paced environments and excited to build something new from the ground up
• Excellent communication skills, with the ability to translate complex results into crisp insights that influence marketing and business strategy
• You have a growth mindset and are comfortable giving and receiving feedback to continuously learn and grow
• Detail-oriented, proactive, and driven by curiosity and continuous improvement
• Location Requirement: This position requires regular in-person attendance at one of our two office locations (Richmond, VA or Arlington, VA). Candidates must already be located within a commutable distance to either location, as relocation assistance is not available at this time.