DescriptionAs a key member of the Financial Planning & Analytics team, the Senior Analyst, GTM Operations – FP&A partners closely with Marketing, Sales, and other Go-to-Market (GTM) teams to provide data-driven insights and performance tracking across the full customer conversion funnel. This role supports strategic planning, forecasting, and operational decision-making by delivering analytics, reporting, and recommendations that improve lead quality, conversion rates, cost efficiency, and overall return on investment.
CHALLENGES TO BE MET · Funnel Performance Analysis: Track, measure, and analyze the performance of the full lead-to-sale funnel, including impression-to-lead, lead-to-opportunity, and opportunity-to-closed stages.· Forecasting & Planning:o Support planning cycles by incorporating funnel metrics into revenue forecasts and maintain comprehensive financial forecast models to support GTM related financial planning initiatives, including but not limited to, monthly forecast, annual budget and long-term strategy planning such as a 5-year outlook.o Conduct actual/forecast vs. budget financial variance analysis for the GTM divisions monthly with meaningful commentary to management on its performance and apply the implications to rolling forecast updates.o Collaborate with GTM business divisions to improve operational efficiency and to identify cost saving opportunities.o Identify, track, analyze and report on key financial and operational drivers for the GTM divisions to measure performance against strategic and operational goals.· KPI Reporting: Develop and maintain dashboards, reports, and executive summaries that provide visibility into funnel health, effectiveness of lead sources and divisional KPIs.· Cross-Functional Collaboration: Act as the financial partner to GTM teams, helping them understand how funnel metrics impact overall business performance and profitability.· Scenario Modeling: Assist with business cases for new GTM initiatives by modeling potential impact across the conversion funnel and the financial results.· Attribution & ROI: Work with Data & Analytics, and GTM Ops to attribute sales outcomes back to lead sources and evaluate cost per acquisition (CPA) and lifetime value (LTV).· Continuous Improvement: Identify bottlenecks or inefficiencies in the funnel and provide actionable recommendations to improve conversion rates and reduce leakage.· Data Governance: Act as a subject matter expert for utilization and design of data warehouse attributes and ensure consistency and accuracy of funnel-related definitions and metrics in alignment with enterprise reporting standards.
WHO WE ARE LOOKING FOR· Bachelor's degree in Finance, Business, Economics, Marketing Analytics, or a related field· Min. 4 years of experience in FP&A, marketing analytics, business intelligence, or similar· Strong analytical and financial modeling skills· Advanced Excel and PowerPoint skills; experience with Power BI, or Vena a strong plus· Familiarity with marketing and sales funnel metrics and tools (e.g., CRM, Google Analytics)· Someone who listens to diverse perspectives with an empathetic attitude. · Strong business acumen and ability to translate data into actionable insights· Excellent communication skills; able to influence and partner cross-functionally· Someone who continuously takes initiative and embraces change