Marketing Analyst

Job Purpose

Support Air India Express's commercial and marketing function by translating data into actionable insights that drive revenue, customer engagement, and campaign effectiveness. Own the analytics infrastructure for marketing performance, leveraging SQL, Tableau, Power BI, and Google Analytics 4 (GA4) to deliver dashboards, reports, and data-driven recommendations. Act as the analytical backbone for the marketing team — enabling smarter decisions across digital campaigns, member programs, and customer lifecycle initiatives.

Key Accountabilities

1. Marketing Analytics & Reporting

• Build, maintain, and automate marketing performance dashboards in Tableau and Power BI, covering paid media, organic, CRM, and loyalty metrics.
• Extract and transform data from multiple sources using SQL to support weekly, monthly, and ad hoc reporting requirements.
• Deliver campaign-level analysis covering reach, engagement, conversion, and ROI across all channels.
• Track and communicate KPI performance against targets to marketing leadership on a regular cadence.

2. Digital & Web Analytics (GA4)

• Monitor tracking, tagging, and data accuracy on GA4 across the AIX website and app.
• Analyse user journeys, funnel performance, and conversion rates; surface insights to improve booking flow and digital experience for members.
• Build custom GA4 reports, explorations, and audiences to support segmentation and campaign targeting.
• Collaborate on A/B test measurement, attribution modelling, and traffic source analysis.

3. Customer & Segment Insights

• Use SQL and BI tools to profile customer segments, identify high-value cohorts, and track lifecycle behaviour (activation, frequency, churn).
• Support member program analytics including earn/burn analysis, redemption trends, and member revenue contribution.
• Develop audience sizing and segmentation logic for targeted campaigns in collaboration with CRM and loyalty teams.

4. Data Infrastructure & Governance

• Write and optimise SQL queries for data extraction, cleaning, and transformation from the data warehouse.
• Ensure data accuracy and consistency across all marketing reports and dashboards.
• Maintain documentation for data definitions, report methodologies, and dashboard logic.
• Improve data pipelines and marketing data availability.

*Any other additional responsibility could be assigned to the role holder from time to time as a standalone project or regular work. The same would be suitably represented in the Primary responsibilities and agreed between the incumbent, reporting officer and HR.

Skills Required for the Role

Advanced SQL (joins, CTEs, window functions, query optimisation)

Tableau — dashboard design, calculated fields, data blending

Power BI — data modelling, DAX, interactive reports

GA4 — event tracking, funnel analysis, custom explorations

Marketing measurement — attribution, incrementality, A/B testing

Strong storytelling and data visualisation skills

Cross-functional collaboration with marketing, tech, and product teams

Attention to detail, structured thinking, and ability to work with ambiguity

Key Performance Indicators

KPI Category

Key Indicators

1. Reporting Quality & Timeliness

Dashboard uptime and accuracy; on-time delivery of weekly/monthly reports; reduction in ad hoc data pulls via self-serve adoption

2. Campaign Analytics Impact

Number of campaign analyses delivered; insights adopted in campaign optimisations; improvement in tracked conversion and ROI metrics

3. GA4 Health & Coverage

% of key user events correctly tracked; data accuracy score; coverage of booking funnel events

4. Insights Adoption

% of recommendations acted upon by marketing / CRM teams; stakeholder satisfaction score from internal reviews

5. Data Accuracy

Error rate in dashboards and reports; query validation coverage; audit compliance on data definitions

Key Interfaces

Internal Interfaces

Digital Marketing & CRM

Primary analytics partner — campaign measurement, audience builds, and customer lifecycle reporting

eCommerce

Web analytics support via GA4, booking funnel optimisation, and A/B test measurement

Technology & Data Science

Data pipeline access, warehouse connectivity, and collaboration on predictive model inputs

Revenue Management

Shared reporting on yield, ancillary performance, and demand signals from marketing activity

Finance

Marketing spend tracking and ROI reporting against budget allocations

External Interfaces

Analytics & MarTech Vendors

Coordinate with platform vendors (Google, Meta, CDPs) on data integrations, tagging, and reporting capabilities

Educational and Experience Requirements

Minimum Education Requirement

Bachelor's degree in Statistics, Mathematics, Economics, Computer Science, or a related quantitative field. MBA or postgraduate qualification is a plus.

Minimum Requirement Desired

Experience

Experience in marketing analytics, digital analytics, or business intelligence role

Hands-on proficiency in SQL with demonstrable experience querying large datasets

Practical experience building dashboards in Tableau, Power BI and Looker Studio

Working knowledge of GA4 including event setup, reporting, and analysis.

Desired: Experience in aviation, travel, eCommerce, or fintech. Familiarity with CDP/CRM data structures, marketing attribution models, or media mix modelling.