Marketing Analyst, New Business and M&A

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 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.

Are you passionate about bringing rigor to how early-stage businesses measure and optimize acquisition spend from day one? If so, we encourage you to apply! This person will define the metrics that matter, measure channel and campaign performance, and develop reports that drive decisions. They will also build models, forecast outcomes, run experiments, and perform in-depth diagnostic analysis.

Ultimate success goes beyond data-related activities, you’ll be delivering the “so what” that drives decisions and real business impact. It is imperative to fully understand each business (processes, objectives, organization, performance drivers, barriers), and connect the dots between paid acquisition data, marketing strategy, and financial and operational effectiveness. This role partners closely with the Business Analyst, New Businesses and the Senior Business Analyst focused on acquisitions, ensuring marketing performance insights are integrated with the broader business and revenue picture. We expect that we not only answer the question asked, but also the question that was not.

This 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.

• 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, including consistent definitions of LTV, ROAS, and payback across businesses.

• Use descriptive (what happened) and diagnostic (why did it happen) 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.

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 each new business and its paid acquisition channels.

In the first month, expect to:

• Understand the marketing data generated and where/how it is stored, especially as it relates to the Business Analytics team.

• Obtain a basic understanding of each business’s paid advertising channels, spend, and operations.

• Assess the current state of tracking, attribution, performance metrics, reports, dashboards, and models in use, and identify gaps and discrepancies.

• Begin supporting business leaders with relevant paid performance insights and reports for leadership meetings.

In the first three months, expect to:

• Develop proficiency in the marketing data elements of each business and obtain a robust understanding of the paid acquisition funnel from ad spend to revenue.

• Deliver a first version of the marketing data infrastructure and ROAS/LTV reporting for the new businesses, and gain the 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 LTV, ROAS, and other metric definitions across the new businesses and the company.

• Perform detailed root cause analysis to expose critical drivers of channel performance, and stand up a repeatable playbook for onboarding the marketing data of newly acquired companies.

In the first year, expect to:

• Inform significant strategic initiatives, goals, priorities, and performance indicators, including budget allocation and channel strategy for the new businesses.

• Become an expert both on marketing process and data flow, and help build an outstanding marketing analytics function for new businesses and M&A.

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 (e.g., Google Ads and other paid media platforms) and translating it into metrics such as LTV, CAC, and ROAS is required.

• Demonstrated experience building or owning marketing data infrastructure (tracking, attribution, data pipelines, and reporting) 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