- Company Name
- AutoTrader.ca
- Job Title
- Data Analyst - Central Analytics
- Job Description
-
**Job title:** Data Analyst – Central Analytics
**Role Summary:**
Own the operational KPI reporting for AutoTrader Canada Marketplace, establishing governance, defining core KPI standards, translating business needs into technical specifications, and delivering data products (datasets, pipelines, semantic layers, dashboards). Serve as the central marketing analytics SME, collaborating with stakeholders and data teams to ensure accurate measurement, attribution, and experiment design across the organization.
**Expactations:**
- Deliver end‑to‑end KPI reporting that is reliable, auditable, and aligns with legal, ops, and business standards.
- Act as the single accountability point for core KPI definitions, sources, and published truth.
- Translate business requirements into technical specifications for data modeling and reporting.
- Present insights, stories, and recommendations to senior leadership and technical teams.
**Key Responsibilities:**
- Establish and enforce best practices for core KPI governance, change management, lineage, and observability.
- Own creation and maintenance of datasets, ETL/ELT pipelines, semantic models, dashboards, and automated reports.
- Interface with business stakeholders, data engineers, tracking experts, and platform teams to ensure correct instrumentation, UTM standards, and campaign structures.
- Serve as subject‑matter expert in marketing analytics, advising on campaign measurement, attribution, experiment design, and KPI selection.
- Collaborate with the AS24 Marketing Analytics team on shared measurement frameworks, best practices, and joint cross‑company analyses.
- Conduct deep‑dive analyses, driver work, and performance diagnostics to identify levers and recommend actions.
- Produce executive‑grade storytelling and presentations tailored to both business and technical audiences.
- Define and maintain documentation, playbooks, and runbooks for KPI consistency and analytics self‑service.
**Required Skills:**
- SQL and analytic engineering tools (dbt, orchestration).
- Cloud data warehouse experience (BigQuery, Redshift, Snowflake).
- Semantic modeling and BI dashboarding (Amazon QuickSight, Tableau, or similar).
- Marketing analytics expertise: campaign measurement, attribution, lifecycle metrics, experiment design, incrementality testing.
- Instrumentation governance, UTM conventions, and collaboration with tracking specialists/MMPs.
- Strong stakeholder management, influencing, and presentation skills for senior/executive audiences.
- Fluency in English.
**Required Education & Certifications:**
- Bachelor’s degree in marketing analytics, economics, data science, statistics, or a related field.
- Several years of experience in marketing analytics, growth analytics, digital marketing measurement, or data‑driven consulting, preferably in a marketplace or B2C environment.