Marketing Analysts sit between the marketing team and the data warehouse — translating campaign numbers, customer behaviour, and channel performance into decisions that the CMO and Growth heads actually act on. Day-to-day work spans building cohort-retention models in SQL, diagnosing a CAC spike from a Meta algorithm change, running MMM (marketing mix modelling) to attribute spend across channels, and building real-time dashboards in Power BI, Tableau, or Looker for weekly leadership reviews. In India, the role is most common at D2C brands (Mamaearth, boAt, Lenskart, SUGAR), fintechs (Cred, PhonePe, Razorpay), and large e-commerce players (Flipkart, Myntra, Meesho), where large paid-media budgets and rich first-party data demand rigorous measurement. The analyst reports to the CMO or a Head of Marketing Analytics and bridges growth, finance, and product teams. Key tools: SQL, Excel, Power BI, Tableau, Looker, GA4, Mixpanel, Amplitude, CleverTap, MoEngage. Core analytical concepts: CAC/LTV payback, cohort retention, RFM segmentation, AARRR funnel, NPS, MMM, and attribution.