Marketing Data Analyst

Marketing Data Analyst — Lifecycle Marketing Analytics & Reporting About the Project I’m looking for a Marketing Data Analyst with strong SQL skills and lifecycle/CRM marketing experience to help build a reusable reporting and measurement framework for lifecycle marketing clients. I work with companies using platforms such as Braze and Customer.io, with customer and event data typically available in BigQuery / SQL data warehouses. The goal is not simply to build a dashboard. I want to create the underlying data model, metric definitions, and reporting structure that allows us to understand: Who lifecycle marketing is reaching Which customer segments are receiving lifecycle communications How those segments are behaving and converting How lifecycle campaigns influence conversion Where there are gaps or opportunities within the customer journey How performance changes over time The ideal person can take relatively messy marketing + product data and turn it into a clean measurement framework that can eventually power dashboards, recurring reports, and strategic lifecycle recommendations. What You'll Help Build 1. Lifecycle Reporting Data Model Design the underlying SQL/data structure needed to analyze lifecycle marketing performance. This may include combining: Customer/user data Product/event data Braze or Customer.io messaging data Campaign and journey participation Email sends, opens, clicks SMS/push/in-app messaging Conversion events Customer lifecycle stages and segments The goal is to create reliable datasets that can be queried repeatedly rather than rebuilding analyses from scratch. 2. Metric & Measurement Framework Help define consistent lifecycle marketing metrics and their calculation methodology. Examples include: Total Reach Rate (TRR) What percentage of eligible/active customers are being reached by lifecycle marketing over a defined period? We would want to understand reach by: Lifecycle stage Customer segment Channel Campaign/journey Week/month Message frequency Segment Conversion For each important customer segment: Number of users Number reached Number engaged Number converted Conversion rate Conversion rate among reached vs. unreached users Conversion by campaign/journey exposure Time to conversion 3. Lifecycle Segment Analysis Create a framework for analyzing customers based on lifecycle behavior. For example: Acquisition → Activation → Engagement → Retention → Resurrection Within those stages, we may have behavioral segments such as: Signed up but not activated Activated but not engaged Engaged but not using a key feature High-intent users who haven't converted Previously active users becoming dormant Churned users who could potentially be resurrected We want to be able to answer: How many customers are in each segment? What percentage are currently being reached by lifecycle marketing? What percentage convert naturally? What percentage convert after lifecycle exposure? Which segments represent the largest conversion opportunities? 4. Conversion Opportunity Analysis One of the most important outcomes of this project is identifying where lifecycle marketing should focus next. The reporting should help us distinguish between: Reach problems — we aren't communicating with enough of the segment Conversion problems — we're reaching them, but they aren't converting Journey gaps — there is no lifecycle campaign addressing the behavior Targeting opportunities — certain behavioral segments significantly outperform others Initial Deliverables For the first engagement, I would expect something along the lines of: Audit available lifecycle, customer, and conversion data Recommend lifecycle reporting architecture Define core metrics and calculation methodology Define lifecycle segments and reporting dimensions Build the underlying SQL queries / data models Create documentation/data dictionary for the framework Produce an initial analysis demonstrating the framework Recommend how the data should eventually be surfaced in dashboards I'm particularly interested in creating a framework that can be adapted across multiple lifecycle marketing clients, rather than building something completely custom every time. Ideal Background You may be a strong fit if you have experience with: Advanced SQL BigQuery Marketing analytics Lifecycle / CRM analytics Braze and/or Customer.io Customer journey analysis Cohort analysis Funnel analysis Segmentation Conversion analysis Marketing attribution/measurement Data modeling Experience working with subscription businesses, fintech, SaaS, marketplaces, apps, or high-volume B2C companies would be especially useful. You do not need to be a lifecycle marketing strategist — I will own the lifecycle strategy. I need someone who can translate the strategic questions I want to answer into a technically sound data and measurement framework. What I'm Looking for in Your Proposal Please include: An example of a lifecycle/CRM/customer analytics framework you've built. How you would approach measuring conversion among users who were reached by lifecycle marketing versus those who weren't. How you would structure data to analyze conversion across behavioral customer segments. Your experience working with Braze and/or Customer.io data. Your experience with BigQuery and SQL. If you've built reporting that connects marketing communication → customer behavior → downstream conversion, please describe that project.