Marketing Analyst in Montréal

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.

Job Summary: Toptal is looking for a Marketing Analyst to build and own the marketing data infrastructure to support new businesses and companies we acquire through M&A. The role is part of our Business Analytics Center of Excellence, where analysts are assigned to support one or more business functions. You will track paid advertising performance and translate it into metrics such as LTV and ROAS that inform budget allocation and channel strategy, from structuring the underlying data pipelines to developing the reports that help marketing and business leaders make data-driven decisions.

Responsibilities:

• Analyze data, build models, test hypotheses, find root causes, develop prototypes, forecast performance, create Tableau reports, and write SQL scripts; extract insights from these data activities to inform marketing decisions.
• Build, own, and maintain the marketing data infrastructure, from ad impression and click through lead acquisition to revenue, setting up and integrating Google Analytics, Google Ads, and other paid advertising platforms as required.
• Rapidly assess and integrate the marketing data of newly acquired (M&A) companies, establishing tracking, attribution, and reporting so their acquisition spend is measured with the same rigor as the rest of Toptal.
• Measure and diagnose paid advertising performance across channels and businesses—analyzing spend efficiency, CAC, funnel conversion, lead value, ROAS, and LTV—to guide budget allocation and channel strategy.
• Define metrics that are independent, holistic, accurate, encourage the right behaviors, and are aligned with company strategy and objectives.
• Use descriptive and diagnostic analytics to develop specific, actionable recommendations for marketing leaders and business owners.
• Partner closely with the Business Analyst, New Businesses and the Senior Business Analyst focused on acquisitions to connect marketing performance with revenue, unit economics, and the broader business picture.
• 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.
• Leverage Generative AI tools to accelerate analysis and automate reporting workflows.

Qualifications and Job Requirements:

• Bachelor’s degree is required.
• 3+ years of experience in data analysis, analytics, or business intelligence is required, with a focus on marketing analytics.
• Demonstrated experience analyzing paid advertising performance and translating it into metrics such as LTV, CAC, and ROAS is required.
• Demonstrated experience building or owning marketing data infrastructure is required.
• 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 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.
• Experience in a startup, early-stage business, or M&A integration environment 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.
• 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.