Performance & Marketing Analytics Lead

We're Hiring: Performance & Marketing Analytics Lead

Location: Remote
Team: Growth

About Us We are a fast-growing global leader in the eSIM industry, on a mission to revolutionize global connectivity. Our product empowers travelers and digital nomads with seamless, affordable, and instant internet access — without the hassle of traditional SIM cards.

We’re building a world-class Growth team that drives data-informed decisions, shapes product strategy, and redefines telecom analytics on a global scale.

About the Role: Performance & Marketing Analytics Lead

As the Performance & Marketing Analytics Lead, you will be at the core of our growth strategy. This role requires a rare blend of analytical depth, technical skills, and business acumen. You will be responsible for uncovering insights across user behavior, attribution, LTV, CAC, and product usage patterns — and turning them into growth-driving strategies.

Key Responsibilities

• Attribution Modeling Develop and maintain logic across all performance and non-performance channels (first-touch, last-touch, DDA, rule-based) to evaluate CAC and LTV dynamics accurately.
• Customer Acquisition Cost (CAC) Analysis Set up logic and dashboards to calculate full-funnel CAC, including hidden/implicit touchpoints, media inefficiencies, and branded traffic spillover.
• Cross-Channel Performance Analysis Identify synergies and overlaps across user journeys by modeling the interplay between paid, organic, referral, and PR channels.
• Seasonality Modeling by Market Build and maintain seasonality heatmaps by nationality and travel destination based on historical and transactional behavior to support LTV forecasting and CAC optimization.
• Predictive LTV Modeling Collaborate on building LTV prediction models based on early user signals (first offer purchased, device, location, offer).
• Organic Baseline Demand Definition Segment and analyze organic traffic and purchasing patterns to isolate real product-market fit from paid traffic effects.
• Product Portfolio Performance Evaluation Classify SKUs into lead generators, converters, and retention drivers based on behavioral and cohort analytics.
• User Segmentation Frameworks Develop and iterate on user archetypes (by country, device, offer, trip duration, behavior) and integrate with targeting logic.
• Product Improvement Insights Identify drop-offs, bottlenecks, and churn signals across countries and user types to guide product roadmap priorities.
• Weekly Insight Presentations Deliver regular insight reports with quantified business impact to support marketing strategy and budget allocation.

What We’re Looking For

• Fluent in Power BI, AppsFlyer, Google Ads, Facebook Ads, and internal admin panels

• Able to build and test hypotheses independently (Excel / SQL / Python)

• Strong understanding of attribution, user funnels, and retention mechanics

• Strategic thinker with excellent data storytelling skills

• Proactive, self-driven, and business-outcome oriented

• Languages: English: B2–C1, Russian: Native / C1

Dear Candidate,

Thank you for your interest in the position of Performance & Marketing Analytics Lead at Yesim!

To move forward with your application, please answer the following questions . You can attach your answers as a cover letter or simply reply in chat.

⚠️ Please note: Applications submitted without answers to these questions will not be considered.

1. Tell us about your experience building user funnels:
Where did you start, what tools did you use, and what insights were you able to draw?

2. Describe a task where you didn’t initially know what to look for in the data:
How did you discover the insight? What changed in the product or marketing as a result?

3. How have you evaluated real customer acquisition cost (CAC) across different channels?
What attribution models did you use? What challenges did you face?

4. Imagine you need to build an LTV model by country, but have limited historical data:
What would be your approach?

5. Have you ever disagreed with the marketing or product team based on data?
How did you prove your point?

6. You notice a drop in retention for one of the pricing plans:
How would you identify the root cause?

7. What are your financial expectations (gross, in EUR)?

8. Experience with Power BI?
Please describe your proficiency and examples of use.

9. Experience with SQL?
Level and types of queries you typically write.

10. Experience with Python?
What libraries or types of analytics have you used it for?

11. Experience with Google Analytics, Google Analytics, Facebook Ads, Google Ads, AppsFlyer?
What reports or analysis do you typically perform?

12. Experience working with web analytics?
Which tools and platforms did you use? What types of insights did you extract?

13. Experience working with mobile analytics?
What platforms or SDKs have you worked with (e.g., Firebase, Appsflyer, Adjust)? What kinds of user behavior did you analyze?