Principal Data Analyst

Principal Data Analyst
Viseu
Viseu, Viseu District, Portugal

ABOUT US

Our vision is to be the world's leading social travel platform.

We are on a mission to help travellers find their people and create unforgettable moments together. Connections matter as much as destinations, and we are building a global ecosystem to enable them.

Since the launch of our social network in the hostelling category in 2022, Hostelworld has experienced transformational growth. We have successfully welcomed over 2. 6 million social members to our platform, proving the strong demand for connection in travel. This vibrant community is not just booking trips;



they are activelyengaging,
- creating, and becoming our most powerful brand advocates. The platform is rich with
- generated content, including a rapidly growing volume of customer testimonials and authentic travel stories that provide powerful social proof.

The growth in engagement is remarkable: the number of messages sent between travellers has grown significantly faster than the number of trips booked by social members, demonstrating the deep social utility of our platform. This momentum is reflected in our robust financial health, underscored by a strong balance sheet powered by an
- light,
- generative business model.

We are not just another Online Travel Agent (OTA);



we have created anew category of travel altogether:

Social Travel

. Our singular focus on helping travellers find people to hang out with is the foundation of our strategy. It has allowed us to build a powerful and defensible market position, which attracts highly valuable customers and shifts more of our business onto our
- native apps.

While our app and social features create a sticky user experience, our true competitive moat stems from the incredibly rich, proprietary data set generated by our social network. As our community grows, so does the value of this data, creating a compounding network effect that is nearly impossible to replicate. This "social flywheel" allows us to understand traveller behaviour, predict needs, and personalise experiences in ways that generalist OTAs cannot match. It is the engine that will power our
- term, differentiated growth and solidify our position as the sole player in the Social Travel category we created.

Our Culture

At Hostelworld, our culture is a direct reflection of our customers: adventurous, curious, and social. We have a shared love of travel that fuels our work and connects us on a deeper level. It's a
- paced environment that blends the agility and "scrappy" resourcefulness of a
- up with the experience and ambition of a global, publicly listed company.

We are a team of pragmatic optimists who are
- obsessed and
- driven. We value a 'test and learn' mindset, encouraging experimentation and empowering our teams to take calculated risks. We believe in doing the right thing—for our customers, our partners, and each other. We foster a supportive and collaborative atmosphere where diverse perspectives are celebrated, and where every team member has the opportunity to make a significant impact on our journey. We embrace the journey, not just the destination, and we seek leaders who will thrive in a dynamic environment and inspire their teams to do the same.

LOCATION

This role is based in Portugal. We have an office hub in Porto available for those who prefer a hybrid model where you can spend time with colleagues
- person. You will need to be able to commute to our office hub as required from time to time.

WHO YOU'LL WORK WITH

Join a global company defined by innovation, collaboration, and professional growth. Our culture blends
- up energy with the maturity of a publicly listed business. We reward achievement and recognize the impact of our people.

As Senior Marketing Analyst, you'll be a pivotal member of the Marketing Analytics & Insights Team, reporting to the Head of Marketing Analytics and working closely with our Commercial Growth teams. You'll collaborate across Technology, Product and Marketing to drive business objectives.

A core responsibility for this role is to lead the analytics underpinning our "Marketing Mix Profitability & Allocation" initiative. You will play a key part in building the capability to identify our most and least profitable customer acquisition sources and optimally allocate marketing spend across web and social channels.

WHAT YOU'LL DO

Marketing Mix Profitability & Allocation:

• Lead the strategic allocation of marketing budgets by applying
  - driven methodologies to maximize return on investment (ROI) across channels.
• Utilize advanced analytics, attribution modeling, and customer lifetime value (CLV) analysis to identify
  - performing segments, optimize spend, and ensure resources are directed toward the most impactful campaigns and audiences.
• Champion incrementality as the gold standard of marketing measurement—design and interpret experiments to determine the true causal impact of marketing activities, ensuring budget decisions are based on what genuinely drives incremental growth.
• Continuously monitor market trends, campaign performance, and evolving customer behaviors to inform
  - time budget adjustments, balancing proven tactics with innovative and experimental initiatives.
• Collaborate with
  - functional teams to align marketing investments with business objectives, leveraging insights to drive measurable growth, efficiency, and accountability in all marketing activities.
• Business Forecast Modelling:
• Build robust forecasting models to predict sales trends, customer behaviour, and market dynamics, ensuring accuracy and adaptability.
• Customer Clustering and Segmentation:
• Apply advanced analytics techniques to segment our customer base, analyse behaviour and demographics, and uncover actionable patterns.
• Data Analysis and Reporting:
• Analyse complex datasets to extract insights, prepare clear reports, and present findings to senior management, highlighting key trends and opportunities.
• Process Improvement & Mentoring:
• Continuously improve data collection and analysis processes, implement best practices, and mentor junior analysts in analytics excellence.

What We're Looking For

• 5+ years' experience in marketing analytics, customer analytics, or data science roles.
• Deep expertise in marketing attribution, channel profitability analysis, and budget allocation modelling.
• Proven experience with
  - touch attribution, CLV modelling, CAC analysis, and incrementality measurement across digital channels.
• Strong commercial awareness and a drive to use data for tangible business outcomes.
• Advanced skills in statistical and mathematical modelling, with
  - on experience in marketing analytics platforms and tools.
• Ability to manage large datasets (structured & unstructured) with accuracy and speed.
• Excellent communication and influencing skills, able to articulate complex analytics to senior managers and stakeholders.
• Experience with leading technologies: GCP, Snowflake, Tableau, Vertex AI, Airflow, DBT, Fivetran, Hightouch, Twilio Segment.
• Relentless curiosity, creative
  - solving, and initiative.
• Process improvement and governance experience.
• Excellent storyboarding and presentational skills.

Wh
AT WE OFFER

• Competitive salary & benefits
• Enhanced annual leave plus 3 Wellbeing Days per year
• Paid family leave (maternity, paternity, surrogacy & adoption)
• Agile working (plus a Working from Abroad Policy)
• Support for your ongoing growth & development
• Inclusive people policies (sickness, menopause, compassionate and fertility leave)
• A chance to give back to your local community with 5 paid volunteering days

OUR BEHAVIOURS

• Grow others - We fundamentally believe that investing in growing others benefits everyone, whether it's helping them develop hard or soft skills. We want learning and growing to be part of our DNA to help makes us a better team, together.
• Master it - We are obsessed with our area of expertise and enjoy developing our skills. We rarely take things at face value;
  
  
  
  we investigate, interrogate, and always look for 'the why, ' and wherever possible, we use data to find the best solution.
• Collaborate - We are in it together, for the tough stuff and the celebrations too. To achieve the best results, we need expertise from all areas of the organisation, and we wholeheartedly welcome diverse thinking.
• Adapt - We work fluidly, adapting to new information and the evolving environment while staying committed to our goals. Innovation and experimentation fuel our projects and we're never afraid to pivot.
• Deliver - Our focus is always on the end result;
  
  
  
  we value outcomesover activity. We collaborate to deliver work at speed without dropping any of our other behaviours.

We believe in talented and diverse teams that reflect the diversity of our customers and the communities in which we operate. Everyone brings different perspectives and experiences. We lay out the above requirements to guide applicants to the experiences that we believe will allow you to be successful in the role. If you don't meet them all, please consider applying if you think you can still perform the role as described.