About Penbrothers
Penbrothers is an HR & remote talent management partner and one of the fastest-growing companies in the Philippines. We provide talented Filipinos with global opportunities in high-growth startups and dynamic companies, from the comfort of their own homes.
About the Client
A multi-brand DTC e-commerce group running several stores across Health, Beauty,
Personal Care and Supplements — primarily targeting the 50+ demographic across the US. We
run heavy paid acquisition across Meta, Google, Applovin, Bing, and YouTube, plus an Amazon
channel, lifecycle and subscription via Shopify and Klaviyo, and subscription products in the
mix. Spend is multi-million per year across multiple ad accounts, GA4 properties, and stores.
About the role
You'll plug into a world-class marketing team — CMO, VP of Marketing, performance media
buyers, CRO lead, lifecycle/email lead, copywriters, video editors, dev team, Amazon channel
manager — and become the trusted source of truth for everyone who runs on numbers.
What you'll do
Stack Stewardship & Continuous Improvement
- Keep our data stack modern. Stay current on tooling, methodology, and pattern trends in DTC ecommerce analytics.
- Push the debate when you see a better tool, model, or workflow — don't just maintain what's there.
- Own the architecture decisions: bring options + recommendations, not we have to use what we have.
Dashboard & Reporting Ownership
- Own every Looker Studio dashboard across the portfolio — accurate, fast, well-designed, useful. No clutter, no orphan reports, no broken filters.
- Own nekt.io (or its successor, if you propose the migration) as the central data pipeline.
- Configure connectors, troubleshoot discrepancies, finish anything still pending in the migration.
- Maintain a formal Report Repository with Keep / Consolidate / Kill status on every dashboard.
- Decommission anything redundant.
- Ops, and the CEO view.
- Design data so a media buyer or the CEO can read a chart in 5 seconds. Visual hierarchy, color discipline, sensible annotations. Pretty matters because adoption matters.
Tracking Support & Validation (dev team owns the deploy)
- Stay fluent in GA4, GTM, and server-side tracking. Read it, debug it, validate it.
- Catch tracking drift early — e.g., when a store records 0 conversions for 24 hours, you've already noticed and pinged the team.
- Partner with the dev team on tracking fixes: provide the analyst-side reproduction and validation.
- Validate end-to-end conversion accuracy from WooCommerce / Shopify → nekt.io → Looker Studio back to Meta / Google / Bing reporting.
Business Logic & Rules Encoding
- Encode our pricing, COGS, bundle, refund, subscription, and shipping rules into versioned, documented, reviewable models (dbt / SQL / config).
- Build automated reconciliation between sourcing-agent invoices, ecommerce orders, payment processor payouts, and the warehouse — flag mismatches automatically.
- Write the canonical KPI definitions document. Once published, that's the only allowed definition.
Marketing Analytics & Diagnostics
- Subscription analytics — churn cohorts, save-offer effectiveness, retention curves, MRR truth.
- LTV analysis — per product category, per SKU, per acquisition channel, per cohort.
- Cross-sell + bundle opportunity analytics — what products are bought together, which bundles to test, attach rate by category.
- Customer return rate — by SKU, by acquisition channel, by cohort.
- Email/lifecycle (Klaviyo) — flow-level conversion, attribution back to LTV, list health, segment performance. Partner directly with the lifecycle/email lead.
- Paid acquisition diagnostics — blended ROAS / MER across Meta, Google, Applovin, Bing,
- YouTube, Amazon halo. Surface true contribution %, not last-click.
- Creative performance dashboards — connectors to Meta/Google creative data, surface what's
- tiring vs scaling at the asset level.
- CRO test analysis + funnel diagnostics support — partner with our CRO lead and GrowthBook for statistical sign-off and root-cause hypotheses on funnel drops.
- Amazon halo modeling — how Website paid spend drives Amazon revenue.
- Wasted-spend reports — search term audits, PMax placement audits, audience overlap analyses for the performance team.
Proactive Anomaly Detection & AI Tooling
- Build alerting for spend, conversion, AOV, CAC, ROAS, and subscription anomalies — by brand, channel, SKU. Land them in Slack.
- Build the Claude / MCP agents the marketing team uses for self-serve analytics.
- Wasted-spend Slack bots. Reconciliation agents. Anomaly explainers. Self-serve KPI Q&A. You ship the tooling, you write the prompts, you maintain the context files.
- Surface a weekly what changed and why read to leadership without being asked
Cross-Functional Partnership (you are part of the marketing team)
- Performance Marketing — proactively flag downtrends, anomalies, and opportunities from the data. Be a decision partner for the performance team, not a reporting service.
- CRO — deliver the funnel diagnostic that defines what to test next.
- Lifecycle / Email — flow-level conversion, list-health flags, segment performance.
- CMO / VP Marketing — build the weekly performance read that drives the Monday strategy call.
- Amazon Channel — model halo effect from Website spend.
- Finance / Supply Chain — keep revenue + COGS + spend reconciliation accurate.
What You Bring
- 3+ years as a data analyst, ideally in e-commerce or DTC.
- Clear ownership history — at least one role where you owned dashboards, validation, and reporting end-to-end (not I touched it — I owned it).
- Strong SQL — comfortable querying a data warehouse (BigQuery, Snowflake, Redshift, or equivalent). You write joins, window functions, and CTEs without needing to look them up.
- Strong dashboard tool fluency — Looker Studio, Tableau, or Power BI at expert level. (We use Looker Studio; we'll convert your existing skills if needed.)
- Hands-on GA4 experience — you've reported from it, built segments in it, debugged a conversion question in it.
- Foundational GTM (client-side at minimum) — you can read and debug a tracking setup even if the deploy sits with the dev team.
- Strong Google Sheets fluency — pivots, ARRAYFORMULA, QUERY, IMPORTRANGE, basic
Apps Script.
- Business-rules thinking — you can give us concrete examples of when you held a business model in your head, encoded a rule, and caught a discrepancy or saved a recurring leak. We will screen for this explicitly (see How to Apply).
- Excellent written + verbal English — async-first communicator who can summarize a 50-tab analysis in 3 bullets for an exec.
- Owner mindset — you don't wait for permission to fix something broken. You document. You communicate.
STRONGLY PREFERRED — you'll grow these fast if not already there
- Experience with a marketing data pipeline tool — nekt.io, Funnel.io, Improvado, Fivetran, Stitch, or Supermetrics.
- Server-side GTM via Stape or equivalent.
- Transformation modeling — dbt or hand-rolled SQL in a structured layer.
- WooCommerce and Shopify data model familiarity (we run both).
- Klaviyo event/profile data — flow-level performance and lifecycle revenue attribution.
- Subscription analytics — cohort survival, churn cohorts, LTV models, MRR/ARR tracking.
- Multi-channel attribution at scale — Meta + Google + at least one other (Applovin, Bing, YouTube, TikTok).
- Documentation discipline — you keep a wiki, a runbook, a data dictionary. We'll explicitly ask how you document.
Our Hiring Process
We utilize AI tools to enhance hiring efficiency and ensure a fair evaluation. Consequently, candidates will engage with an AI Interviewer, supervised by Human Talent Acquisition Experts who will support your entire application journey.
Our AI Expectations: While we encourage you to use AI for CV refinement and research, we require that all interviews and assessments be completed through your own authentic effort. The use of real-time AI assistance during interviews or to complete skills tests is strictly prohibited to ensure a fair and genuine evaluation of your capabilities.
What You'll Get
At Penbrothers, we are obsessed with creating positive employee experiences. Here you'll find an environment that nurtures learning and provides growth opportunities. You'll have the opportunity to make an impact on fast-growing startups and dynamic companies.
Meaningful work & Growth: We take every opportunity to stretch ourselves and deliver an excellent client experience.
Employee as our biggest asset: We are genuinely invested in our people's careers and welfare.
Global reach & local impact: Get to work with high-growth startups and dynamic companies from the comfort of your own home.
Powering global startups: We've created 1,400 jobs that empower global start-ups to focus on growth.
