The organisation is seeking a highly analytical, data-driven, and technically proficient Manager, Performance Analytics & CRM Intelligence. The role requires complete ownership of data ingestion pipelines, CRM transformations, API integrations, funnel analytics, and performance insights that directly impact ROI and revenue.

This is a deeply technical, analytical position for a specialist who can translate large volumes of Ads, CRM, and Customer Journey data into actionable insights. You will manage attribution systems, build automated dashboards, build lead-scoring and propensity models, and influence creative, landing page, and audience strategy through UI/UX intelligence.

You will play a central role in ensuring that all digital signals - from Ads platforms to CRM- are stitched end-to-end, enabling the team to make fast, exact, and revenue-anchored decisions.

Key Responsibilities:

1. Data Analysis & Ingestion Pipelines

- Data Ingestion Ownership: Build, maintain, and optimise ingestion pipelines from Google Ads, Meta Ads, publishers, CRM, and internal databases.
- API Integrations: Manage and coordinate API connectors with 3P vendors and internal teams to ensure real-time data flows into dashboards, CRM tables, and audience systems.
- Signal Accuracy: Ensure accurate mapping of UTM parameters, source tracking, event tagging, and CRM disposition codes.
- Data Cleaning & Validation: Build processes to clean, standardise, and quality-check incoming lead and campaign data.

1. CRM Intelligence & Funnel Analytics

- Dynamics 365 Expertise: Own the analytics layer in Dynamics CRMmonitor routing, conversion stages, timestamp hygiene, and funnel drop-offs.
- Funnel Diagnostics: Conduct deep analytics across the full funnel: Impression Click Lead QL Chance Sale Revenue.
- Lead Quality Analysis:



Build frameworks to identify junk lead patterns and correlate them with campaign, audience, and publisher parameters.
- Sales Feedback Loop: Integrate Sales/Call Centre disposition data into performance dashboards and trigger optimisation recommendations.

1. Measurement Infrastructure & Attribution

- GA4 & GTM Management: Own tagging, tracking, and event schema for all digital assets, ensuring flawless signal flow from web CRM reporting systems.
- Attribution Models: Create multi-touch and first-touch attribution views, aligned with business-specific KPIs.
- CAPI Integrations: Maintain Meta CAPI, Google enhanced conversions, offline conversions, and server-to-server integrations.

1. Predictive Modelling & Performance Scoring

- Lead Scoring Models: Build scoring frameworks using ad intent signals, CRM fields, landing page behaviours, and call outcomes.
- Propensity Modelling: Construct propensity models to predict likelihood of conversion by campaign, audience, publisher, and product.
- Forecasting & Trend Modelling: Use historical analytics to forecast spend efficiency, lead volumes, and product-specific sales trends.

1. Creative, Landing Page & Audience Intelligence

- UI/UX Optimisation: Analyse landing page behaviours (scroll depth, form drops, bounce patterns) to recommend UI/UX improvements.
- Creative Intelligence: Provide insights on creative hooks, messaging patterns, and audience resonance based on CRM & funnel data.
- Audience Architecture:



Build high-intent platform audiences using CRM segments, lookalikes, retargeting clusters, and product behaviour cohorts.

1. Reporting, Automation & Insights

- Dashboarding: Build automated dashboards in Power BI, Looker Studio, and Excel that visualise Spend Leads QLs Sales ROAS Revenue.
- Automation: Implement automated triggers for anomaly detection (CPL spikes, lead quality dips, publisher issues).
- Insights & Recommendations: Provide daily, weekly, and monthly insights that shape campaign direction, targeting, and creative strategy.

Candidate Profile:

1. Technical Expertise

- Analytics & Data Tools: 47 years of experience with Power BI, Looker Studio, GA4, GTM, SQL (preferred), Python/R (optional).
- CRM Systems: Strong experience with Microsoft Dynamics 365 or Salesforce, specifically with routing tables, disposition codes, and automation flows.
- API & Integrations: Hands-on experience with API connectors, webhooks, server-side integrations, and ETL processes.
- Advanced Measurement: Experience with CAPI, offline conversions, enhanced conversions, and multi-touch attribution.
- AI Literacy: Ability to use AI tools for modelling, data cleaning, analysis, creative recommendations, and insight generation.

1. Experience & Skills

- Proven background managing performance analytics in high-volume lead-generation setups (BFSI preferred).
- Strong command over data modelling, signal hygiene, funnel optimisation, and attribution science.
- Ability to convert complex datasets into simple, actionable insights for media, sales, and product teams.
- Fast problem-solving mindset with the ability to identify root causes and recommend fixes instantly.

Education

- MBA/MMS/Bachelors degree in Business Analytics, Marketing, Digital Marketing, Data Science, or related fields.

📌 Deputy Manager E-Commerce (Mumbai)
🏢 Careerbest Consultant
📍 Mumbai