Job Overview:

Plooto is seeking a highly skilled and experienced Senior Marketing Data Scientist to join our growing Data Science team. This pivotal role will spearhead the development and implementation of advanced marketing analytics strategies, focusing on optimizing our marketing spend, improving customer acquisition costs (CAC), and enhancing our lifetime value (LTV) to CAC ratio. The successful candidate will leverage cutting-edge data science techniques to drive quantitative decision-making in our marketing efforts across multiple channels, including Google Ads, LinkedIn Ads, Microsoft Ads, Meta Ads, and emerging social media platforms.

This position offers a unique opportunity to make a significant impact on Plooto's growth by leveraging advanced data science techniques in marketing. The ideal candidate will combine technical expertise with business acumen to drive measurable improvements in our marketing effectiveness and efficiency.

Key Responsibilities:

• Attribution Modeling:
  • Lead the development and implementation of multi-touch attribution models, including Shapley and Markov chain approaches.
  • Collaborate with stakeholders to cultivate agreement on the most appropriate attribution model for Plooto.
• Marketing Mix Modeling and Optimization
  • Develop and implement sophisticated marketing mix model to optimize spend across various channels and strategies.
  • Conduct in-depth analysis to determine optimal keyword strategies and bidding approaches.
  • Continuously refine models to improve marketing ROI and reduce CAC.
• Customer Segmentation and Targeting:
  • Develop advanced customer segmentation strategies using machine learning techniques.
  • Create and maintain predictive models for customer behavior, including potential churn analysis.
• A/B Testing and Causal Analysis:
  • Design and execute A/B tests for marketing campaigns across various channels.
  • Conduct multivariate causal analysis to understand complex interactions in marketing efforts.
• Marketing Analytics Infrastructure:
  • Work with the data engineering team to ensure robust data pipelines for marketing analytics.
  • Contribute to the development of Plooto's overall data and analytics strategy, with a focus on marketing applications.
• Stakeholder Communication:
  • Translate complex analytical findings into clear, actionable insights for non-technical stakeholders.
  • Regularly present findings and recommendations to marketing, product, and executive teams.

Qualifications:

• PhD in Data Science, Statistics, Computer Science, or a related field with 5+ years of experience in marketing data science; Master's degree with 6+ years of experience; Bachelor’s with 7+ years of experience
• Proven track record of developing and implementing marketing mix models, attribution models, and customer segmentation strategies in a B2B context.
• Expert-level proficiency in Python for data analysis and machine learning.
• Strong SQL skills for complex data manipulation and analysis.
• Experience with marketing analytics platforms including Google Analytics, Hubspot, and Segment.
• Familiarity with cloud-based data platforms, particularly Databricks.
• Demonstrated experience in reducing CAC and optimizing marketing spend through data-driven approaches.
• Strong understanding of statistical methods, machine learning algorithms, and their applications in marketing.
• Experience with A/B testing and causal inference methodologies.

Required Experience:

• Minimum 5 years of hands-on experience applying data science in marketing contexts, with a focus on B2B companies.
• Proven experience in startup environments.
• Track record of building and implementing multi-touch attribution models, including Shapley and Markov approaches.
• Demonstrated success in optimizing marketing spend and improving LTV/CAC ratios through data science techniques.

Preferred Qualifications:

• Experience in fintech or SaaS industries.
• Familiarity with content marketing analytics and influencer marketing measurement.
• Knowledge of customer lifecycle modeling and churn prediction in B2B contexts.

Skills and Attributes:

• Exceptional problem-solving skills with the ability to translate business needs into analytical frameworks.
• Strong communication skills, with the ability to convey complex technical concepts to non-technical audiences.
• Must be able to measure the impact of your efforts in spend, customer conversion, or some other cost/benefit metrics
• Proactive and self-motivated, with the ability to work independently and as part of a cross-functional team.
• Excellent project management skills and attention to detail.
• Adaptability and willingness to learn in a fast-paced startup environment.

What We Offer:

• Opportunity to shape the future of marketing analytics at a growing fintech startup.
• Collaborative work environment with exposure to multiple aspects of the business.
• Competitive salary and benefits package.
• Professional development opportunities and the chance to work with cutting-edge marketing data science techniques.