About the job
Lead Marketing Analyst (Hybrid) – Homebase, Toronto
About Homebase
Homebase helps small businesses thrive. The team values empathy, urgency, and bold action, working together to achieve meaningful results. Every member supports one another and takes pride in shared accomplishments.
Role Overview
The Lead Marketing Analyst will shape how Homebase measures and improves customer acquisition, from the first website visit through to conversion. This role centers on analyzing paid media, attribution, web conversion, and organic performance. Insights from this work will guide spending, testing, and growth strategies across the company.
This position requires more than standard reporting. The Lead Marketing Analyst will design and implement advanced measurement frameworks, including geographical holdout tests and synthetic control experiments, to tackle attribution challenges. The analyst will also build and maintain a scalable marketing measurement infrastructure and act as a strategic advisor to Marketing, Growth, RevOps, and Finance.
What You Will Do
- Paid Media Measurement: Go beyond platform ROAS by designing and running geographical holdout tests, synthetic control experiments, and incrementality frameworks. Deliver clear signals to leadership about which activities truly drive growth.
- Attribution Strategy: Assess, implement, and maintain multi-touch and algorithmic attribution models that connect marketing spend to sales pipeline and closed revenue. Identify and address misallocated credit to improve budget decisions.
- Conversion Rate Optimization and Web Analytics: Partner with Marketing and Growth teams to instrument, analyze, and improve the website sales funnel. Define key metrics, ensure accurate tracking, and highlight high-impact conversion opportunities.
- Organic Measurement Frameworks: Own SEO and content analytics. Connect organic traffic trends to acquisition outcomes and help prioritize initiatives based on measurable business impact.
This is a hybrid role based in Toronto.
