Digital Marketing Analyst (Principal-Data Analytics)

Upbound Group

Find out exactly what skills, experience, and qualifications you will need to succeed in this role before applying below. Digital Marketing Analyst (Principal-Data Analytics)

Job Purpose:

First and foremost, to be a company advocate and love what we do—effectively driving improvement for our Upbound brands (Rent-A-Center, Acima, Get It Now!, Home Choice) across various customer segments and digital marketing channels. An experienced Marketing Analytics Principal will be leading the advanced analytics charge on creating complex analytics solutions.

What you will Do: Lead and mentor junior analysts, providing training and guidance to develop future data experts. Pull data from internal and external data sources via SQL. Develop, debug, and execute SQL code to acquire the correct data with the needed dimension. Partner with team leaders on real-time optimizations as well as own weekly and monthly performance reviews with dashboards in Power BI. Analyze digital marketing campaign performance of various marketing channels and support marketing teams for marketing analytics. Prepare the “whys” behind performance trends and communicate both in written and verbal formats. Drive innovation by collaborating with the marketing campaign team to recommend and execute tests on marketing campaigns and site promotional pages to increase conversion and ROI. Help forecast future performance for campaigns and marketing channels by using various forecasting techniques and creating alerts. Work with team principal and managers to build machine learning models for classification and regression to discover predictive insights related to network and business objectives. Partner with data engineering teams to build scalable data pipelines and ensure the availability of clean, structured data for analysis. Enhance data collection processes and ensure seamless data movement across systems like BigQuery and Snowflake. Cleanse, validate, and process structured and unstructured data for accuracy and integrity. Develop and maintain databases, ensuring data is organized and usable for analysis. Manage data intake, validation, modeling, and visualization processes while driving efficiency through automation. Partner with business leaders and stakeholders (Executive, Product, Data, and Design teams) to articulate requirements, address technical data issues, and support infrastructure needs. Translate complex data findings into actionable insights with compelling visualizations and reports for non-technical stakeholders. Collaborate with internal and external technology teams to deploy AI technologies for personalization, segmentation, and search. Develop predictive models (e.g., decision trees, regression) and perform advanced analytics using R or Python across marketing segments and target groups. Develop project milestones, manage small-to-mid-scale projects, and resolve issues to ensure smooth data operations. What are we looking for – Bachelor’s or master’s in data science, Marketing, Business Analytics, Computer Science, or a related field. 5+ years of experience in marketing analytics, data science, or related disciplines. Proven track record of delivering measurable business outcomes through data-driven strategies. 5+ years of proficiency in statistical programming languages (R, Python), database query languages (SQL, NoSQL), and data engineering tools (e.g., Snowflake, AWS, BigQuery). 5+ years with strong skills in data wrangling, mining, and handling unstructured datasets. Proven ability to conduct advanced analytics (e.g., regression, hypothesis testing) and drive data-driven decision-making through actionable insights. Extensive experience with machine learning techniques (e.g., k-Nearest Neighbors, SVM, Decision Forests), predictive modeling, and Marketing Mix Modeling (MMM) projects using Python, TensorFlow, or Databricks. 5+ years of proficiency with visualization tools like Power BI, Tableau, or Looker to craft dashboards and deliver data stories. Expertise in data storytelling and creating strategic reports for diverse audiences, including senior executives. 5+ years' experience with an analytical mindset and strong business sense to translate complex data insights into impactful recommendations. Exceptional communication skills to explain findings to both technical and non-technical stakeholders. 2+ years demonstrated leadership, mentoring analysts, and engaging stakeholders. Strong organizational skills with the ability to manage multiple priorities, meet deadlines under pressure, and collaborate with cross-functional teams in dynamic environments. Friendly demeanor, excellent customer service skills, excellent stakeholder management skills, and a solution-oriented mindset. Experience with CDP tools (e.g., Zeta, Salesforce), session replay tools (e.g., ContentSquare, Quantum Metric), and marketing analytics platforms is a plus. Hands-on experience with Google Analytics, Google Cloud Platform. Familiarity with tools like Databricks and advanced data visualization platforms. MUST be able to work in office (Plano, TX) Monday through Friday. #LI-JD1

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