Marketing Analytics Lead

Head of Marketing Analytics & Measurement

Remote, Global Team

About Airalo

Ready to make travel easier for millions? Airalo is the world’s first and largest eSIM store, helping travellers stay connected seamlessly in over 200 countries and regions.

We foster a culture where teams take ownership, prioritise customer needs, and drive meaningful impact daily.

About the Role

Hi, I'm Andra, Director of Data at Airalo!

Our data team operates across the entire data lifecycle—from collection to strategic activation—ensuring every data insight drives actionable decisions. We’re curious problem-solvers who relish solving unsolved challenges and building scalable processes.

Airalo’s growing, fully remote Data team needs a leader to transform data into business-aligning decisions. You’ll collaborate across departments to address complex challenges, influence product and growth strategies, and help millions stay connected. This goes beyond dashboards—you’ll use data to shape Airalo’s future.

This is a hands-on leadership role. For the first 6–12 months, you’ll split evenly between:

• Technical execution (building models, running analyses/experiments)
• Leadership (defining direction, scaling the team—from 2 to 3 FTE+, and steering key stakeholders)

As the team solidifies, your focus shifts to leadership, but you’ll remain engaged enough to set standards.

Key Responsibilities

• Shape and scale the marketing and growth analytics pod:
  • Set technical guidelines and elevate expectations for measurement excellence.
  • Define working processes and grow capability through direct coaching and mentorship.
• Drive ownership of the measurement portfolio:
  • Balance reactive stakeholder demands with long-term frameworks while staying hands-on.
  • Collaborate with stakeholders to define roadmaps and prioritisation.
• Growth Marketing Mix Modelling (MMM):
  • Develop and validate MMM models, ensuring they become production-grade decision tools.
  • Expand into additional markets as business and data maturity allow.
• Incrementality Testing:
  • Design experiments (geo-holdouts, lift studies, synthetic controls, difference-in-differences) to prove causal impact.
• Attribution Methodology:
  • Evaluate and evolve models for purchase cycle alignment—ensuring accuracy and granularity.
• LTV:CAC as a Strategic KPI:
  • Calculate and optimise CAC across variants (platform, incremental, blended) and influence budget decisions.
  • Translate MMM and incrementality insights into actionable spend adjustments.
• Empower stakeholders with self-service analytics:
  • Develop frameworks and tooling alongside Analytics Engineering, enabling teams to derive answers independently.
  • Enhance measurement literacy for better decision-making.
• Dedicate institutional knowledge:
  • Document experiments, model updates, and trends to improve future decision-making.
• Partner across data domains:
  • Collaborate with Analytics Engineering, Data Science, Data Platform, MarTech, and others to shape standards and shared tooling.