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About the role
Key responsibilities & impact- Lead the B2C marketing economics domain across modelling, forecasting, business partnership, and executive reporting.
- Define the right questions before answering them. Frame the investment problem, not just the financial output.
- Act as the senior Finance voice in Growth Marketing planning forums, challenging assumptions and landing decisions with credibility.
- Own the B2C marketing financial model across paid acquisition (SEM, paid social), organic and brand, with full accountability for forecast accuracy.
- Maintain and evolve the model connecting marketing inputs to subscriber acquisition, retention, and LTV.
- Lead monthly and quarterly forecasts; own the variance narrative with clear driver decomposition.
- Build the models that stress-test ROI assumptions under different investment, competitive, and macro conditions.
- Build and own the framework that quantifies the relationship between paid spend levels and organic search performance, understanding halo effects, cannibalization, and the true blended cost of acquisition.
- Work with BI and Growth to define and track incrementality, ensuring our financial model accounts for inter-channel relationships correctly.
- Identify the point at which marginal paid investment stops generating efficient organic lift, and use this to inform budget allocation decisions.
- Lead the financial analysis behind geo expansion decisions — sizing the opportunity, modeling the investment required, and setting the return thresholds that make a market worth entering.
- Partner with Marketing on go-to-market planning for new geographies: channel mix assumptions, ramp curves, payback timelines, and break-even horizons.
- Build the reporting framework that tracks new market performance against investment thesis, with clear triggers for scaling up or pulling back.
- Build and own the investment framework the Growth team uses to evaluate channel and campaign decisions — clear decision rules, ROI thresholds, and payback criteria that enable speed without sacrificing discipline.
- Define the financial guardrails within which Growth can act autonomously: spend limits, efficiency floors, and escalation triggers for decisions that need Finance sign-off.
- Act as the Finance partner on material marketing spend decisions; identify major swings against budget and adjust forecasts in real time.
- Constantly iterate on model accuracy, partnering closely with the Growth team to stay current on latest learnings from incremental and media mix modeling and attribution models.
- Prepare and own materials for CMO and CFO-level reviews, translating model outputs into clear, action-oriented narratives.
- Build and pressure-test the financial cases behind major marketing bets: channel shifts, brand investments, incremental spend decisions.
- Partner with BI on KPI frameworks, ensuring financial and operational metrics are consistent, reconciled, and trusted.
- Lead the B2C marketing workstream in the AOP and LRP cycles, owning both the numbers and the strategic assumptions behind them.
- Conduct rigorous channel-level analyses: CAC, LTV, payback periods. Benchmark against market comparables to sharpen investment logic.
- Identify and escalate risks and opportunities in the acquisition funnel before they hit the P&L.
- Actively use AI tools to automate repetitive analyses, accelerate model builds, and reduce manual reporting time.
- Work in Looker and Excel/Google Sheets to interrogate data independently
Requirements
What you’ll need- 7+ years in Marketing Analytics or Growth focused FP&A roles
- Experience at high-growth B2C or marketplace business
- Experience working alongside or within a marketing analytics function.
- Familiarity with MMM, attribution methodologies, and incrementally testing
- Deep understanding of digital marketing economics: CAC, LTV, payback periods, channel efficiency, and paid/organic interaction effects
- Ability to build investment frameworks and achieve alignment with business partners
- Strong financial modelling skills.
- Demonstrated success using AI tools to drive insights and efficiencies
- Exceptional executive-level communicator
- Comfortable in Looker or similar reporting tools; advanced Excel/Google Sheets
Benefits
Comp & perks- A generous monthly allowance for lessons on Preply.com
- Learning & Development budget and time off for your self-development
- A competitive financial package with equity, leave allowance and health insurance
ATS Keywords
✓ Tailor your resumeApplicant Tracking System Keywords
Tip: use these terms in your resume and cover letter to boost ATS matches.
Hard Skills & Tools
financial modelingmarketing analyticsB2C marketing economicschannel efficiencycustomer acquisition cost (CAC)lifetime value (LTV)payback periodsincrementality testingattribution methodologiesdata analysis
Soft Skills
executive-level communicationcollaborationproblem-solvingstrategic thinkingdecision-makingadaptabilityleadershipanalytical thinkingattention to detailcreativity