Senior Business Intelligence Analyst, Marketing

About Toptal Toptal is a global network of top talent in business, design, and technology that enables companies to scale their teams, on-demand. With $200+ million in annual revenue and team members based around the globe, Toptal is the world’s largest fully remote workforce. We take the best elements of virtual teams and combine them with a support structure that encourages innovation, social interaction, and fun. We see no borders, move at a fast pace, and are never afraid to break the mold. Job Summary: Toptal is looking for a Senior Business Intelligence Analyst to provide marketing leaders with crucial insights and recommendations for improvement. The role is part of our Business Analytics Center of Excellence, where Analysts are assigned to support one or more business functions. This role will specifically work with our Marketing organization—spanning paid search (SEM), organic search (SEO), and emerging Generative AI channels—from structuring the underlying data infrastructure to developing reports that support marketing leaders in making data-driven decisions. This role will play a critical role as a strategic advisor to marketing functions and leaders. This person will use data, create and define metrics, measure channel and campaign performance, and develop reports. They will also build models, forecast outcomes, run experiments, and perform in-depth diagnostic analysis. Ultimate success goes beyond data-related activities, delivering the “so what” that drives decisions and real business impact. It is imperative to fully understand the business (processes, objectives, organization, performance drivers, barriers), and connect the dots between data analysis, marketing strategy, and financial and operational effectiveness. We are looking for someone who is excited about seeing the bigger picture to make cross-functional connections in marketing channels, financial performance, and data. We expect that we not only answer the question asked, but also the question that was not. The Senior Marketing Analyst needs to build positive relationships across the organization, manage diverse stakeholders with competing and often conflicting priorities, and have a “find a way” attitude. This is a remote position. We do not offer visa sponsorship or assistance. Resumes and communication must be submitted in English. Responsibilities: The following information is intended to describe the general nature and level of work being performed. It is not intended to be an exhaustive list of all duties, responsibilities, or required skills. Analyze data, build models, test hypotheses, find root causes, develop prototypes, forecast performance, create Tableau reports, and write SQL scripts; and extract insights from these data activities to inform marketing decisions. Use descriptive (what happened) and diagnostic (why did it happen) analytics to develop specific, actionable recommendations for marketing leaders. Define metrics that are independent, holistic, accurate, encourage the right behaviors, and are aligned with company strategy and objectives. Measure and diagnose the performance of SEM, SEO, and Generative AI channels—analyzing spend efficiency, keyword and query performance, organic visibility and share of voice, funnel conversion, and lead value/ROAS—to guide budget allocation and channel strategy. Map marketing processes and channel journeys to their corresponding data flows across acquisition, engagement, and revenue generation. Proactively identify and surface opportunities to improve efficiency, conversion, revenue generation, client and talent experience, operations, communication, systems & tools, cash usage, etc. Work closely with marketing stakeholders, data analysts, and business process owners to empower data-backed decision making, balancing and prioritizing competing requests across teams. Leverage Generative AI tools (such as Claude, Gemini, and ChatGPT) to accelerate analysis, automate reporting workflows, and evaluate the growing impact of AI-driven search and referral channels on marketing performance. Build and maintain marketing data infrastructure from lead acquisition to revenue generation, setting up and integrating Google Analytics, Google Search Console, and Google Ads as required. In the first week, expect to: Onboard and integrate into Toptal, quickly learning about Toptal’s history, culture, and vision. Shadow key teams to learn the core of the marketing organization and its channels. In the first month, expect to: Understand the data generated through marketing operations and activities and where/how that data is stored–especially as it relates to our team. Obtain a basic understanding of the assigned marketing function and its operations across SEM, SEO, and Generative AI channels. Assess the current state of performance metrics, reports, dashboards, models, and analyses used, and identify discrepancies and areas for improvement. Begin supporting the function leader with relevant insights and reports for leadership meetings. In the first three months, expect to: Develop a proficiency of the data elements of the function and obtain a robust understanding of critical marketing processes. Gain an understanding and ability to assess the drivers and impacts of marketing decisions on financial performance. Begin identifying new opportunities to explore in the quest to improve performance continually, while exercising discretion and independent judgment. In the first six months, expect to: Begin to solve real business problems as a team that will move the needle on key marketing performance metrics and financial performance. Help us align and standardize metric definitions across the company. Perform detailed root cause analysis to expose critical drivers of channel performance. In the first year, expect to: Inform significant strategic initiatives, goals, priorities, and performance indicators. Become an expert both on marketing process and data flow, and assist in building a new outstanding marketing analytics function. Qualifications and Job Requirements: Bachelor’s degree is required. 5+ years of experience in data analysis, analytics, or business intelligence is required, with a focus on marketing analytics. 2+ years of experience within general consulting or an analytical operations function is required. Demonstrated experience analyzing SEM (paid search), SEO (organic search), and Generative AI / AI-driven search channels is required. Both a strong background in math, science, finance, engineering, or statistics and deep business insight is required; advanced degrees and/or MBA are a plus. Experience with BI tools (Tableau, Qlik, PowerBI, etc.). Proficiency in SQL; experience with R, Python, or MATLAB is a plus. Hands-on experience using Generative AI tools such as Claude, Gemini, or ChatGPT to support analysis, automation, and reporting. Experience with exploratory data analysis, prototyping, testing hypotheses, performing root cause analyses, modeling business processes, building forecasts, creating predictive models, defining metrics, and/or measuring marketing performance. Track record of linking data and analytics to marketing strategy, financial performance, and operations to drive real impact. Working knowledge of probability and statistics, experience with process improvement is a plus. Proven ability to manage diverse stakeholders and balance multiple, conflicting priorities in a fast-moving environment. Ability to explain complex issues simply and intuitively, and willingness to challenge assumptions, communicate limitations, and flag blind spots. The ideal candidate needs to have a strong technical background particularly when it comes to marketing data infrastructure and Google products (Google Analytics, Google Search Console, Google Ads) while having the ability to master marketing processes of diverse nature. Outstanding written and verbal communication skills. Ability to work in a fast-paced, rapidly growing company and handle a wide variety of challenges, deadlines, and a diverse array of contacts. You must be a world-class individual contributor to thrive at Toptal. You will not be here just to tell other people what to do.