Senior Marketing Data Analyst

About the role

Let's go on an adventure together! Hey there, we're G Adventures. We're one of the world's leading small group travel companies, and we've always believed that travel isn't just about where you go - it's about how it changes you. For the last 35 years, we've set out to do things differently. No cookie-cutter tours. No giant buses or cruise ships. And not to mention, as few selfie sticks as possible. Just real humans, travelling your heart out across the world with open minds and a non-stop desire to make our planet better, simply by exploring it. At G Adventures, our DNA (or GNA, if you will) is built on belonging - where bringing your authentic self to work every day isn't just accepted, it's downright celebrated. For our office crew - you wanna rock a t-shirt with your dog's face on it? We say go for it. For our Chief Experience Officers - you wanna hit the road and call some of the most epic places on Earth your home office? We love that - and we've got you. Wanna spend your days with people you genuinely like? Us too - and we're pretty sure you'll fit right in, wherever that is. Now about that career of yours - this is the kind of place where you can spread your wings and truly grow into your role. The best part? You get to do it all alongside a passionate, freakishly talented, one-of-a-kind bunch excited to produce top-notch work and spread a ridiculous amount of goodness at the same time. Feel like this could be the right fit? We think so too, and we're already way too excited to meet you. Key Duties & Responsibilities Data Analysis & Strategic Insights Own global marketing data analysis, delivering actionable insights and recommendations to inform strategic decision-making. Partner closely with the Vice President, Global Marketing & E-Commerce to translate data into clear, impactful business strategies. Conduct ad-hoc analyses to address specific business questions and support decision-making across the organization. Proactively identify trends, opportunities, and efficiencies by leveraging multiple data sources. Campaign Performance & Optimization Lead end-to-end campaign performance analysis, translating findings into data-driven recommendations for optimization and growth. Evaluate marketing effectiveness and continuously refine strategies to improve ROI and conversion. Customer Segmentation & Advanced Analytics Develop and enhance customer segmentation models using behavioral and transactional data. Provide recommendations on advanced data modeling approaches (e.g., attribution modeling, marketing mix modeling) in collaboration with senior analytics stakeholders. Data Governance & Integrity Establish and enforce marketing data governance standards, including tagging frameworks (e.g., UTM parameters, platform tagging) to ensure accurate attribution and reporting. Provide technical guidance to marketing teams on proper tracking implementation and best practices. Plan and conduct regular data audits to ensure accuracy, consistency, and readiness for data warehouse integration. Reporting & Visualization Design and deliver dashboards and reports in BI tools (e.g., Looker) to provide clear visibility into campaign performance and key KPIs. Translate complex datasets into intuitive, actionable insights for stakeholders. SQL & Data Modeling Support Write SQL queries to support deep-dive analyses and data exploration. Support enhancements to the Looker data model to improve reporting accuracy and usability. Process Improvement & Innovation Identify and implement opportunities to improve data collection, reporting processes, and workflow efficiency. Evaluate and integrate new tools, technologies, and data sources to enhance marketing analytics capabilities.