Manager - Marketing Analytics

Role Overview

As the Manager for Marketing Analytics, you will play a pivotal role in bridging data insights and marketing strategy. Your primary focus will be owning the analysis of user funnels, tracking traffic, measuring campaign performance, and building insightful dashboards to optimize our marketing spend across various channels (Brand, SEO, Performance, etc.). Additionally, you will have the opportunity to collaborate on advanced initiatives like Marketing Mix Modeling (MMM) and Causal Inference projects to help evaluate the long-term impact and incrementality of our marketing efforts.

Key Responsibilities

• Campaign Measurement & Budget Optimization : Track, analyze, and report on the performance of various marketing channels (Performance Marketing, Brand Campaigns, SEO, and other digital channels). Drive data-backed recommendations to optimize marketing budget allocation, lower CAC, and maximize ROI.
• Product & Funnel Analytics: Deep dive into traffic patterns, user funnels, and conversion rates across the redBus app and website to identify drop-offs, user friction
  
  

points, and growth opportunities.

• Events Instrumentation: Partner closely with product and engineering teams to ensure clean data collection by defining, tracking, and auditing custom user events (e.g., clicks, searches, bookings).
• User Segmentation: Build data-driven user personas and behavioral segments to power high-impact, targeted CRM campaigns and personalized marketing initiatives.
• Dashboarding & Reporting: Design, build, and maintain automated, intuitive
  
  

dashboards to monitor key marketing metrics (KPIs) and regularly present actionable findings to marketing leadership.

• Advanced Project Support: Assist the team in forward-looking projects involving
  
  

Marketing Mix Modeling (MMM) and Causal Inference ML models to understand true marketing incrementality.

• Market Research: Conduct market and competitive research to identify emerging trends, benchmarks, and new growth avenues.