Marketing Analyst

Position Overview

At Finance of America, we help homeowners unlock the full potential of their retirement by providing unique reverse mortgage options tailored to their goals. Guided by values of customer obsession, raising the bar, extreme ownership, genuine collaboration, and unleashing excellence, we empower our clients to confidently step into their next chapter. In this role, you will conduct analysis to uncover customer behavior, marketing performance, and funnel dynamics, build and manage Power BI dashboards, and support performance tracking and forecasting.

Key Responsibilities

• Support the Director of Customer Analytics with roadmap execution and high-priority initiatives across the customer journey, marketing performance, and growth operations.
• Conduct in-depth analysis to uncover trends in funnel performance, lead quality, campaign outcomes, and customer behavior.
• Build, manage, and enhance Power BI dashboards and reporting tools for cross-functional stakeholders.
• Develop performance tracking frameworks across acquisition channels and lifecycle metrics including attribution, Customer Acquisition Cost (CAC), and Lifetime Value (LTV).
• Identify data gaps or inconsistencies and recommend improvements to tagging, reporting, or data structure.
• Collaborate with marketing, product, engineering, and finance teams to ensure data alignment and reliability.
• Support A/B testing and creative test design by analyzing lift, statistical significance, and performance benchmarks.
• Contribute to the development and refinement of media mix models to quantify the incremental impact of offline and online channels.
• Support predictive modeling and scenario analysis to inform budget allocation and performance forecasting.
• Work with APIs from vendors and internal data warehouses to automate data pipelines and integrate with Power BI for scalable reporting.
• Leverage strong organizational and planning skills to improve team processes and maintain clear, effective documentation.

Required Qualifications

• Bachelor's Degree in Marketing, Business, or a related field.
• Minimum 4 years of experience in customer or marketing analytics in a performance-driven environment.
• Advanced SQL skills with the ability to manage complex queries and data transformations.
• Strong experience using Power BI for dashboard creation, calculated fields, and data modeling.
• Experience working with APIs and cloud data warehouses to build automated reporting workflows.
• Working knowledge of Google Tag Manager (GTM), Google Analytics 4 (GA4), and Microsoft Excel for analytical modeling.
• Proficiency in interpreting funnel metrics, user segmentation, and campaign performance.
• Familiarity with media mix modeling, regression analysis, or similar techniques to evaluate marketing performance.
• Understanding of incrementality, attribution, and causal inference frameworks.
• Proven ability to recommend, structure, and monitor tests across channels to improve performance.
• Proactive attitude in identifying opportunities to enhance reporting and channel optimization.

Benefits & Perks

• Compensation: The base salary range is ($77,000 - $115,000), determined by location, skills, education, and experience.
• Benefits: Competitive package including health, dental, vision, life insurance, paid time-off, a flexible spending account, 401(k) with employer match, and ESPP.