What are the responsibilities and job description for the Marketing Data Analyst position at GoTo Foods?
Job Summary
The Marketing Data Analyst is part of our Consumer Insights & Analytics team. This role supports business analytics along with marketing and consumer research initiatives across our brands and digital programs. The Analyst partners with senior team members to analyze performance and generate insights that inform strategic decision making, and executes day-to-day work primarily across tracking GTM campaign metrics, loyalty engine partners, market testing, forecasting, and ad hoc strategic analytics — working with internal stakeholders and external research suppliers as needed.
This individual will help brand and digital teams put consumer insights and data-driven analysis to work, and will collaborate closely with Brand Marketing & Operations, Loyalty Customer Engagement, Digital Teams, Corporate centers of excellence (e.g., Off-Premise, Loyalty, Revenue Management, and Culinary), and external research and data vendors.
Essential Functions
The Marketing Data Analyst is part of our Consumer Insights & Analytics team. This role supports business analytics along with marketing and consumer research initiatives across our brands and digital programs. The Analyst partners with senior team members to analyze performance and generate insights that inform strategic decision making, and executes day-to-day work primarily across tracking GTM campaign metrics, loyalty engine partners, market testing, forecasting, and ad hoc strategic analytics — working with internal stakeholders and external research suppliers as needed.
This individual will help brand and digital teams put consumer insights and data-driven analysis to work, and will collaborate closely with Brand Marketing & Operations, Loyalty Customer Engagement, Digital Teams, Corporate centers of excellence (e.g., Off-Premise, Loyalty, Revenue Management, and Culinary), and external research and data vendors.
Essential Functions
- Brand Marketing Analytics
- Analyze marketing effectiveness across campaigns and channels, including performance during key campaign windows, and share findings with brand and marketing teams
- Build standardized campaign scorecards that connect media, promotional, and business outcomes across brands.
- Identify customer and market segments with the greatest potential to improve traffic, frequency, and sales.
- Partner with Brand Marketing to define performance KPIs, measurement plans, and post-campaign learning agendas.
- Monitor competitive activity and category trends to identify brand risks and whitespace opportunities.
- Assist in designing, fielding, and analyzing market tests and site selection studies, partnering with cross-functional teams to translate results into recommendations
- Support experimental design and execution for tests across marketing, digital, and menu initiatives, including hypothesis development, methodology, and read-out of results
- Execute day-to-day management of tracking studies (e.g., brand health, loyalty), data quality checks, and recurring reporting KPIs
- Loyalty Analytics
- Evaluate member acquisition, activation, retention, frequency, and offer redemption to identify drivers of loyalty-program growth.
- Analyze national brand activation days (e.g., National Burrito Day) and partnership events (e.g., T-Mobile Tuesdays) to identify opportunities to acquire, activate, and re-engage loyalty members.
- Develop member segments and behavioral profiles to support more relevant communications, offers, and experiences.
- Measure the incremental impact of loyalty offers, campaigns, and program enhancements on guest behavior and business performance.
- Identify opportunities to improve the member lifecycle through targeted activation, engagement, and win-back strategies.
- Support Loyalty program analytics (signups, offer redemptions, active guests, churn, etc) and other center-of-excellence analyses (e.g., POD, TMT)
- Strategic Initiatives
- Respond to ad hoc analytics requests spanning menu innovation, revenue management, operations, and value sizing to help accelerate brand growth
- Prepare analyses, decks, and materials for recurring business review meetings with brand and leadership stakeholders
- Develop analyses using internal and syndicated data sources to provide fact-based points of view on key business questions
- Develop business cases and sizing analyses to evaluate growth opportunities, investment priorities, and strategic trade-offs.
- Bachelor's degree in business administration, business analytics, data science, marketing, or related field.
- 2-3 years of experience in business/marketing analytics, business intelligence, consumer/guest research, or a related field; restaurant or retail industry experience preferred, but not required.
- Proficiency in SQL, Databricks, Microsoft Excel, PowerPoint
- Working knowledge of analytical methods such as customer segmentation, tracking/trend analysis, market testing, or marketing effectiveness measurement
- Ability to communicate findings clearly in written presentations and verbally with stakeholders, using storytelling techniques to make data accessible
- Ability to analyze quantitative and qualitative data to identify patterns, opportunities, and gaps, and integrate across disparate data sources
- Comfort navigating ambiguity and large amounts of data
- Strong organization skills with attention to detail and the ability to manage multiple tasks and requests
- Ability to build effective working relationships across stakeholder groups
- Ability to learn new software and/or web-based tools quickly