Hybrid Lead Analyst, Marketing

at Homebase (YC W21)

• Job title: Lead Analyst, Marketing
• Job type: Full Time
• Experience level: Senior
• Salary: CA$127,925 - CA$150,500 per year
• Degree requirement: Bachelor's Degree
• Tech skills: Python, SQL
• Location requirements: Hybrid, Toronto, Canada

About the role

• Marketing Analyst at Homebase measuring and optimizing acquisition strategies using data analytics. Collaborating with various teams to enhance growth performance and decision making.

Responsibilities

• Own paid media measurement end-to-end — go beyond platform-reported ROAS to design and execute geo holdout tests, synthetic control experiments, and incrementality frameworks that give leadership a true signal on what’s actually driving growth.
• Lead attribution strategy — evaluate, implement, and maintain multi-touch and algorithmic attribution models that connect marketing spend to pipeline and closed revenue; surface where credit is being mis-assigned and what that means for budget allocation.
• Drive CRO and web analytics — partner with Marketing and Growth to instrument, analyze, and improve the website funnel; define what’s being measured, ensure tracking integrity, and identify the highest-leverage conversion opportunities.
• Build the organic measurement framework — own SEO and content analytics, connecting organic traffic trends to acquisition outcomes and helping the team prioritize based on actual business impact.
• Support Lifecycle analytics — partner with the lifecycle team on measurement for email, push, and engagement programs; provide analytical support on segmentation and campaign performance without owning the roadmap.
• Partner with Engineering and Data Engineering on measurement architecture — define tracking requirements, co-design event schemas, and ensure the data infrastructure underpinning marketing analytics is reliable, scalable, and built right the first time.
• Build scalable, self-serve marketing analytics tools — dashboards, models, and metric layers that the CMO, Head of Growth, channel managers, RevOps, and Finance can trust and use independently without ad hoc requests.
• Translate complex measurement into clear decisions — turn geo test results, attribution shifts, and funnel findings into concise, exec-ready narratives that influence spend decisions, headcount planning, and GTM strategy.
• Champion AI-assisted workflows — automate recurring reporting, accelerate analysis turnaround, and raise the measurement bar across the marketing org.
• Ensure instrumentation integrity — partner with data engineering and marketing ops to define tracking requirements for new campaigns, channels, and funnels before they launch, not after.

Requirements

• 5–8 years of experience in marketing analytics, growth analytics, or data science with measurable business impact; at least 2 years at a senior or lead level.
• Deep hands-on experience with advanced paid media measurement — geo holdout testing, synthetic control methods, incrementality analysis, or similar causal inference approaches. This is the core differentiator for this role.
• Strong working knowledge of attribution modeling — multi-touch, data-driven, and the tradeoffs between them — with experience actually rebuilding or challenging an existing attribution setup.
• Advanced SQL and experience with modern analytics stacks (dbt, Databricks/Snowflake, Looker, or equivalent).
• Proficiency in Python (or AI-assisted Python) for experiment design, causal inference, and statistical modeling.
• Demonstrated experience with web analytics and CRO — event tracking, funnel instrumentation, conversion analysis (GA4, Segment, or similar).
• Experience partnering across Marketing (CMO/channel leads), Growth, RevOps, and technical teams (Engineering, Data Engineering) in a high-velocity tech or growth environment; SaaS or subscription background is a plus but not required.
• Exceptional communication and storytelling — able to explain a synthetic control experiment to a Head of Growth or channel manager and make it decision-ready.
• Demonstrated AI fluency — using AI to accelerate analysis, automate recurring workflows, and extend analytical capability.
• Self-starter mindset with strong ownership instincts; comfortable operating in ambiguity and setting the agenda rather than waiting for one.

Benefits

• Ownership & Savings: Stock options + TFSA/RRSP with 4% company match
• Health & Wellness: Comprehensive medical, dental, and vision for you and your dependents
• Paid Time Off: Flexible PTO + company holidays + designated focus periods
• AI access, for real: We invest in builders and believe that curiosity shouldn't have a paywall. That means you'll have access to paid AI tools with minimal restrictions, so you can build, experiment, and level up your craft.
• Family Support: Maternity/Parental Leave EI top-up support offered (after 6 months of service)
• Work Your Way: Work From Anywhere Month + meeting-free weeks yearly
• Protection Plans: Life insurance + short/long-term disability coverage
• Workspace Perks: Meals provided, team offsites, and Customer Days
• Our Hybrid Rhythm: We believe collaboration drives impact. That’s why Tuesday and Wednesday are our required in-office days— a time to move faster as a team, build deeper connections, make better decisions, and build together.