Marketing Analytics
Career Roadmap 2026
The complete path from aspiring analyst to Director of Analytics — skills, salaries, certifications, and job titles at every stage.
Aspiring Analyst
Breaking In
You're transitioning into marketing analytics from another field or just graduating. Focus on building foundational technical skills and landing your first analytics role.
Browse Entry-Level Analyst Roles →Must-Have Skills
- SQL (basic queries, JOINs)
- Excel / Google Sheets
- GA4 fundamentals
- Basic statistics
- Tableau or Looker Studio (free tier)
Typical Job Titles
- Junior Marketing Analyst
- Marketing Associate
- Analytics Intern
- Data Analyst Trainee
Recommended Certs
- Google Analytics Certified
- Meta Blueprint
- HubSpot Marketing Certified
- Mode Analytics SQL School
Junior / Associate
First Analytics Role
You have your first analytics role. You're building dashboards, pulling data, and learning how marketing teams actually use data. Now deepen your technical skills.
Browse Junior Analyst Roles →Must-Have Skills
- SQL (intermediate: CTEs, window functions)
- Tableau or Looker
- Python basics (pandas)
- A/B testing fundamentals
- Campaign performance analysis
Typical Job Titles
- Marketing Analyst
- Digital Analytics Analyst
- Web Analytics Analyst
- Associate BI Analyst
Recommended Certs
- dbt Fundamentals (free)
- Tableau Desktop Specialist
- Coursera: Data Analysis with Python
Mid-Level Analyst
Growing Your Impact
You're owning projects end-to-end and influencing marketing strategy with data. Time to specialize — attribution, CRO, or marketing data science all become viable paths.
Browse Mid-Level Analytics Roles →Must-Have Skills
- Advanced SQL
- Python (pandas, matplotlib, sklearn)
- Attribution modeling
- Statistical analysis
- dbt basics
- BigQuery or Snowflake
Typical Job Titles
- Senior Marketing Analyst
- Attribution Analyst
- CRO Analyst
- Product Analyst
Recommended Certs
- Google Cloud Professional Data Analyst
- dbt Certified Developer
- Statistics for A/B Testing (Udacity)
Senior Analyst / Lead
Technical Leadership
You're the analytics subject matter expert on your team. You mentor juniors, influence data strategy, and tackle the hardest measurement problems.
Browse Senior Analytics Roles →Must-Have Skills
- Python / ML modeling
- Media mix modeling (MMM)
- dbt + Airflow
- Experimentation program design
- Stakeholder management
- Team mentorship
Typical Job Titles
- Senior Analytics Engineer
- Lead Attribution Analyst
- Principal Marketing Analyst
- Analytics Manager
Recommended Certs
- AWS / GCP Professional Certification
- Causal Inference for A/B Testing
- SQL Performance Optimization
Director of Analytics
Strategic Leadership
You're setting the analytics vision for a marketing org. You manage a team, drive measurement strategy, and present to C-suite executives. Your technical credibility enables business impact.
Browse Director-Level Roles →Must-Have Skills
- Executive communication
- OKR & goal-setting frameworks
- Team building & hiring
- Vendor evaluation (CDPs, MMM tools)
- P&L understanding
- Cross-functional leadership
Typical Job Titles
- Director of Marketing Analytics
- Head of Growth Analytics
- VP of Data & Analytics
- Chief Analytics Officer
Recommended Certs
- Product Leadership (Reforge)
- Executive Presence programs
- Advanced People Management
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