Martin L.

As a Data Analyst specializing in Marketing Analytics, I help Marketing, Media, and Business teams transform their data into levers for growth, budget optimization, and performance management.

I am involved in the entire analytical chain: scoping, collection, preparation, modeling, visualization, analysis, and insight activation.

I work daily with data from CRM, Paid Media, digital campaigns, sales, web analytics, and consumer segmentation.

As a Marketing Data Analyst, I consolidate and analyze this data to measure activation performance, optimize media budget, identify conversion levers, and improve campaign ROAS.

I design marketing dashboards to track the performance of campaigns, channels, and audiences, and to ensure the consistency and governance of business, media, and CRM KPIs.

I also contribute to defining the Marketing Data roadmap, improving attribution models, optimizing retargeting cycles, and analyzing the effectiveness of media investments.

I collaborate with global and local teams to structure reliable analytical models and activate concrete insights. My communication is stakeholder-oriented.

As a Data Analyst specializing in Marketing Analytics, I supported Marketing teams in understanding, structuring, and activating their data to improve campaign performance, customer knowledge, and media investment effectiveness.

My role consisted of transforming marketing data into actionable, reliable, and directly usable insights for the business teams.

I started each assignment by analyzing marketing needs: segmentation, attribution, CRM, media performance, customer journey, to identify relevant data and KPIs to build.

I then participated in defining the analytical vision and translating it into a roadmap focused on insights, ROI, and business impact.

As a Marketing Data Analyst, I collaborated closely with Product and Data Engineering teams to:

consolidate multi-channel marketing data (CRM, Paid Media, Web Analytics, sales),

design marketing data models and dashboards,

prioritize high-value analyses and user stories,

guarantee data quality, consistency, and compliance with marketing needs.

I measured campaign performance by analyzing reach, conversion, ROI/ROAS, retention, journeys, engagement, and retargeting cycles.

I also evaluated the impact of new data features on user behavior to improve the relevance of activations.

I provided training and support to Marketing teams to maximize the adoption of dashboards, KPIs, and data-driven practices.

Finally, I conducted regular analytical monitoring of marketing trends, competitor benchmarks, and the evolution of media & data technologies.

As a Lead Data Analyst, I manage the planning, budgets, dependencies, and risks related to data projects. I ensure the monitoring and communication of progress KPIs, as well as data quality and analytical performance indicators.

I structure and lead the agile framework around data work, fostering autonomy, analytical rigor, and accountability for analysts and data engineers.

I support the Product Owner in defining and prioritizing the analytical backlog (data models, dashboards, marketing/performance use cases), ensuring alignment of priorities with business objectives.

I take the lead in resolving technical or analytical blockers encountered by the team, and I coordinate release management to ensure reliable, documented deliveries that can be used by the business.

I lead or co-lead key rituals: analytical scoping workshops, prioritization sessions, user story mapping, customer journey mapping, dashboard reviews, demonstrations, retrospectives, and sprint planning.

Tools: SQL, Google Cloud Platform, Jira, Confluence, GitLab, ServiceNow

Team: 2 data teams (7 – 1 – 1)