Brand marketing analyst / Econometrist
Emerging Travel Group is a global travel-tech company whose brands have been operating in over 220 source markets since 2010. We specialize in developing advanced online booking platforms for all types of clients — from individual tourists to travel agents and companies organizing business trips. Our solutions empower hoteliers to effortlessly showcase their accommodations, boosting visibility and attracting a broader audience.
Our mission is to create, distribute, and operate the most convenient travel products. We constantly innovate and break the rules of the highly complex travel industry to make travel more widely available for individuals, more rewarding for professionals, and simpler for everyone.
We are looking for someone to take on the brand marketing analytics direction in our company.
For a long time, the primary focus of our marketing efforts was on digital promotion (contextual and display advertising in search engines, social media ads, mobile app install campaigns, etc.). We had a clear understanding of how to measure the effectiveness of these channels and could quickly respond to market changes.
As the travel market evolved, many new booking services emerged, investing heavily in brand promotion to strengthen their positions.
We couldn't stay on the sidelines—over the past two years, we have also started actively launching brand awareness campaigns, including a major rebranding initiative: TV ads, outdoor advertising, influencer partnerships—we've been experimenting with the right marketing channel mix.
But effective marketing investments remain our top priority—and that's where you can help us!
Job Responsibilities
Understand how our business operates—get familiar with Russian and international brands, meet key stakeholders, and learn about the work of other analytics teams.
Analyze the current state of marketing analytics—understand which metrics we track to evaluate campaign effectiveness and what tools are currently in development.
Contribute to the development of new econometric and predictive models to assess the impact of the marketing mix and other external factors on the company’s business metrics.
Develop models for marketing budget planning and allocation—it would be great if you have experience in creating user-friendly "budget calculators" that the marketing team can utilize.
Analyze our branded online activities, such as post-click and post-view analytics of our display advertising placements.
Evaluate various marketing experiments, including design, validation, timelines, and results. Right now, for example, we are particularly interested in understanding how much budget should be allocated to branded search ads—we want to avoid cannibalizing our organic traffic while also recognizing that competitors are increasingly trying to attract our users.
Key Qualifications
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