Sr. Analyst, Strategic Measurement

See yourself at Twilio

Join the team as Twilio’s next Sr. Analyst, Strategic Measurement.

About the job

We are actively recruiting for this role to fill an existing vacancy. This position is needed to serve as the "New Frontiers" lead for the Marketing Strategy, Analytics & Innovation team, focusing on ambiguous, highly strategic emerging channels, potential programs & measurement optimization/instrumentation. You will be responsible for defining, measuring, and accelerating our growth in new digital landscapes, specifically focusing on AI Engine Optimization (AEO), brand measurement and advanced attribution frameworks. Partnering closely with the global marketing analytics teams, Brand, Demand Gen, PR, Content, and Developer Network teams, you will execute against high-visibility objectives enabling marketing's business impact to executive leadership. Ideally, this position has a strong statistical background, a substantial capacity for hypothesis-driven thinking, and the ability to deliver "unmistakable clarity" in complex executive presentations.

Responsibilities

In this role, you’ll:

• Analyze LLM visibility and Share of Voice, create a continuous feedback loop across various teams to optimize Twilio's presence in AI search/AEO (answer engine optimization), drive enablement and operational efforts to ensure consistent tool usage and storyline.
• Support the strategy, data ingestion, and modeling required to build and maintain net new and existing brand measurement components. Drive a single, cohesive narrative combining disparate data sets.
• Inspire experimentation adoption in teams. Build the frameworks and structure to drive experimentation rigor and clarity of incrementally of marketing initiatives.
• Support Media Mix Modeling (MMM) and Multi-Touch Attribution (MTA) initiatives to understand the impact of various marketing channels on Sign Ups, SQLs, activations, and guide budget allocation.
• Translate complex data sets into actionable insights and strategic recommendations for exec-level audiences.
• Own enablement efforts for emerging channels, sharing accomplishments, KPIs, and cross-team collaborations broadly across the marketing organization.

Qualifications 

Twilio values diverse experiences from all kinds of industries, and we encourage everyone who meets the required qualifications to apply. If your career is just starting or hasn't followed a traditional path, don't let that stop you from considering Twilio. We are always looking for people who will bring something new to the table!

*Required:

• 5+ years of experience in statistical analysis, experimentation and/or scenario planning.
• A strong understanding of SEO and emerging AI Search (AEO/GEO) landscapes.
• A hypothesis-driven thinker who does not just report the "what," but actively tests the "why". Able to formulate testable guesses and distill the essential from complex marketing data.
• Experience with running or interpreting advanced measurement frameworks (Incrementality, MMM, MTA).
• Highly reliable and a self-starter.
• Interest or experience in applying AI-driven solutions to analytics workflows.
• Strong communication skills with the ability to communicate effectively with both technical and non-technical audiences
• Detail-oriented with a passion for clean, trustworthy data.
• Strong analytical skills. 
• Excellent collaborator across cross functional teams; skilled in managing stakeholder projects end to end.

Desired:

• Experience supporting various stakeholder functions and their insights: Brand, PR, Social, Content, Demand Generation
• Experience with BI tools (Tableau, Looker Studio) and modeling (ROI, LTV:CAC, payback).
• Interest or exposure to fraud monitoring tools and processes.
• Working knowledge of Customer Data Platforms (CDPs) and analytics data integrations.

Location

This role will be remote, and based in Alberta, British Columbia, or Ontario, Canada.

Travel 

We prioritize connection and opportunities to build relationships with our customers and each other. For this role, approximately 15% travel is anticipated to help you connect in-person in a meaningful way. 

What We Offer

Working at Twilio offers many benefits, including competitive pay, generous time off, ample parental and wellness leave, healthcare, a retirement savings program, and much more. Offerings vary by location. Based on role, employees may also be eligible for additional compensation and benefits, including but not limited to incentive programs, commissions, equity grants, health and wellness benefits, retirement contributions, and paid time off.

The estimated pay ranges for this role are as follows:

• $90,800 - $113,500 CAD
• Target Bonus Percentage 12.50%

The successful candidate’s starting salary will be determined based on permissible, non-discriminatory factors such as skills, experience, and geographic location. 

See yourself at Twilio

Join the team as Twilio’s next Sr. Analyst, Strategic Measurement.

About the job

We are actively recruiting for this role to fill an existing vacancy. This position is needed to serve as the "New Frontiers" lead for the Marketing Strategy, Analytics & Innovation team, focusing on ambiguous, highly strategic emerging channels, potential programs & measurement optimization/instrumentation. You will be responsible for defining, measuring, and accelerating our growth in new digital landscapes, specifically focusing on AI Engine Optimization (AEO), brand measurement and advanced attribution frameworks. Partnering closely with the global marketing analytics teams, Brand, Demand Gen, PR, Content, and Developer Network teams, you will execute against high-visibility objectives enabling marketing's business impact to executive leadership. Ideally, this position has a strong statistical background, a substantial capacity for hypothesis-driven thinking, and the ability to deliver "unmistakable clarity" in complex executive presentations.

Responsibilities

In this role, you’ll:

• Analyze LLM visibility and Share of Voice, create a continuous feedback loop across various teams to optimize Twilio's presence in AI search/AEO (answer engine optimization), drive enablement and operational efforts to ensure consistent tool usage and storyline.
• Support the strategy, data ingestion, and modeling required to build and maintain net new and existing brand measurement components. Drive a single, cohesive narrative combining disparate data sets.
• Inspire experimentation adoption in teams. Build the frameworks and structure to drive experimentation rigor and clarity of incrementally of marketing initiatives.
• Support Media Mix Modeling (MMM) and Multi-Touch Attribution (MTA) initiatives to understand the impact of various marketing channels on Sign Ups, SQLs, activations, and guide budget allocation.
• Translate complex data sets into actionable insights and strategic recommendations for exec-level audiences.
• Own enablement efforts for emerging channels, sharing accomplishments, KPIs, and cross-team collaborations broadly across the marketing organization.

Qualifications 

Twilio values diverse experiences from all kinds of industries, and we encourage everyone who meets the required qualifications to apply. If your career is just starting or hasn't followed a traditional path, don't let that stop you from considering Twilio. We are always looking for people who will bring something new to the table!

*Required:

• 5+ years of experience in statistical analysis, experimentation and/or scenario planning.
• A strong understanding of SEO and emerging AI Search (AEO/GEO) landscapes.
• A hypothesis-driven thinker who does not just report the "what," but actively tests the "why". Able to formulate testable guesses and distill the essential from complex marketing data.
• Experience with running or interpreting advanced measurement frameworks (Incrementality, MMM, MTA).
• Highly reliable and a self-starter.
• Interest or experience in applying AI-driven solutions to analytics workflows.
• Strong communication skills with the ability to communicate effectively with both technical and non-technical audiences
• Detail-oriented with a passion for clean, trustworthy data.
• Strong analytical skills. 
• Excellent collaborator across cross functional teams; skilled in managing stakeholder projects end to end.

Desired:

• Experience supporting various stakeholder functions and their insights: Brand, PR, Social, Content, Demand Generation
• Experience with BI tools (Tableau, Looker Studio) and modeling (ROI, LTV:CAC, payback).
• Interest or exposure to fraud monitoring tools and processes.
• Working knowledge of Customer Data Platforms (CDPs) and analytics data integrations.

Location

This role will be remote, and based in Alberta, British Columbia, or Ontario, Canada.

Travel 

We prioritize connection and opportunities to build relationships with our customers and each other. For this role, approximately 15% travel is anticipated to help you connect in-person in a meaningful way. 

What We Offer

Working at Twilio offers many benefits, including competitive pay, generous time off, ample parental and wellness leave, healthcare, a retirement savings program, and much more. Offerings vary by location. Based on role, employees may also be eligible for additional compensation and benefits, including but not limited to incentive programs, commissions, equity grants, health and wellness benefits, retirement contributions, and paid time off.

The estimated pay ranges for this role are as follows:

• $90,800 - $113,500 CAD
• Target Bonus Percentage 12.50%

The successful candidate’s starting salary will be determined based on permissible, non-discriminatory factors such as skills, experience, and geographic location.