Kissht - Senior Data Analyst - Performance Marketing

Senior Data Analyst - Performance Marketing looking for a data-driven performance marketer to join our team The role involves analyzing campaign performance metrics to uncover insights, optimizing Google and Meta ads through in-depth testing and targeting, and leveraging attribution tools to understand user journeys and long-term value.You'll provide strategic recommendations backed by data, run A/B experiments, and help scale winning campaigns with clear, impactful reporting.Key Responsibilities:- Conduct rigorous statistical and quantitative analysis of campaign data across Google Ads and Meta Ads at multiple levels: campaigns, ad sets, ads/creatives, keywords, audiences, placements, and bidding strategies.- Leverage mobile attribution platforms to track installs, funnel, and in-app events; integrate with in-app analytics to compute metrics like LTV (Lifetime Value), ROAS (Return on Ad Spend), cohort retention, and incrementality.- Design, execute, and interpret A/B and multivariate tests on elements such as creatives, targeting options (e.g., lookalike audiences, custom audiences, interest-based), ad copy, landing pages, and bidding models; use hypothesis testing and statistical significance to optimize for KPIs like CPI (Cost Per Install), CPA (Cost Per Action), CTR (Click-Through Rate), and CVR (Conversion Rate).- Build and maintain analytical dashboards and reports using tools like Google Data Studio, Tableau, or Power BI.- Provide actionable recommendations to creative, product, and data teams to align campaigns with user funnel stages (e.g., awareness, consideration, conversion) and fintech-specific factors like regulatory compliance and seasonal trends (e.g., festive seasons in India).- Perform ad hoc deep-dive analyses, including competitive intelligence, fraud detection in attribution data, segmentation analysis (e.g., by demographics or behavior).Required Qualifications:- Bachelor's/ Master's degree in Marketing, Business Analytics, Statistics.- 3 5 years of core experience in performance marketing analytics, with hands-on expertise in data-intensive optimization of Google Ads and Meta Ads for mobile apps (fintech or similar competitive sectors like e-commerce or gaming preferred).- Proficiency in mobile attribution platforms (MMPs) for event tracking, attribution modelling, and fraud prevention.- Experience with in-app analytics tools (e.g., MixPanel, Percept, Amplitude) for user journey analysis, funnel optimization, and cohort studies.- Advanced analytical skills in tools: Excel/Google Sheets, SQL for complex queries and data manipulation, and visualization platforms like Tableau, Power BI, or Google Data Studio.- Strong command of performance metrics and analytics: ROAS, CPI, CPA, LTV, CTR, CVR, CAC, cohort analysis, A/B testing statistics and incrementality measurement.- Deep understanding of app and web campaign nuances, including SKAdNetwork for iOS, Google App Campaigns, Meta's Advantage+ features, attribution windows (e.g., 1-day click vs. 7-day view), web tracking (e.g., pixels, UTM parameters), and cross-device behavior.- Analytical mindset with proven ability to handle large datasets, perform root-cause analysis, derive insights from ambiguity, and communicate complex findings simply to non-technical audiences.Preferred Qualifications:- B2C fintech app experience (Lending, Wealth, Insurtech, etc).- Performance marketing agency experience in handling clients with annual spends above USD 10 Million.- Certifications in Google Ads, Meta Blueprint, Google Analytics.- Experience with programming for analytics (e.g., Python/R for data scripting, statistical modeling, or API integrations with ad platforms).- Familiarity with additional channels like programmatic advertising, affiliate networks, or integrated SEO/SEM strategies.About Kissht:Kissht, a Great Place to Work certified organization, is a consumer-first credit app that is transforming the landscape of consumer credit.As one of the fastest-growing and most respected FinTech companies, Kissht is a pioneer in data and machine-based lending.With over 15 million customers, including 40% from tier 2 cities and beyond, we offer both short and long-term loans for personal consumption, business needs, and recurring expenses.Founded by Ranvir and Krishnan, alumni of IIT and IIM, and backed by renowned investors like Endiya Partners, the Brunei Investment Authority, and the Singapore Government, Kissht is synonymous with excellence in the industry.Join us and be a part of a dynamic, innovative company that is changing the future of financial technolog. (ref:iimjobs.com)