Senior Marketing Analyst

ABOUT US

Our vision is to be the worlds 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 actively engaging co-creating and becoming our most powerful brand advocates. The platform is rich with user-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 asset-light cash-generative business model.

We are not just another Online Travel Agent (OTA); we have created a new 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 mobile-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 long-term differentiated growth and solidify our position as the sole player in the Social Travel category we created.

At our Capital Markets Day in April 2025 we unveiled our ambitious strategy to build on our success and realise our vision over the next three years. This strategy is organised around five key themes:

• Strengthening the Core OTA Platform: We will continue to enhance our core booking engine ensuring a seamless and efficient experience for our customers and hostel partners further solidifying our position as the leading platform for hostel discovery and booking.

• Building Pre-Booking Social Features: We are developing innovative features like Travel Plans designed to engage users much earlier in their travel journey. These features will accelerate the creation of social profiles and drive app downloads fuelling our social flywheel before a single bed is booked.

• Leveraging AI for an Enhanced Social Experience: We will embed AI into our pre- and post-booking features to deliver unparalleled personalisation and value. This includes AI-powered recommendations for people to meet places to go and things to do making our social network an indispensable travel companion.

• Expanding our Addressable Market: We will expand our reach and product portfolio through targeted partnerships and M&A. This will allow us to cater to a broader segment of the youth travel market and integrate new complementary services into our social travel ecosystem.

• Building New Revenue Streams: Our social network is more than an engagement tool; it is a new platform for monetisation. We will develop new revenue streams directly from our social features creating value for our users and our business in ways that traditional OTAs cannot.

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. Its a fast-paced environment that blends the agility and scrappy resourcefulness of a start-up with the experience and ambition of a global publicly listed company.

We are a team of pragmatic optimists who are data-obsessed and results-driven. We value a test and learn mindset encouraging experimentation and empowering our teams to take calculated risks. We believe in doing the right thingfor 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 in-person. You will need to be able to commute to our office hub as required from time to time.

WHO YOULL WORK WITH

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

As Senior Marketing Analyst youll 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. Youll 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 YOULL DO

Marketing Mix Profitability & Allocation:

o Lead the strategic allocation of marketing budgets by applying data-driven methodologies to maximize return on investment (ROI) across channels.

o Utilize advanced analytics attribution modeling and customer lifetime value (CLV) analysis to identify high-performing segments optimize spend and ensure resources are directed toward the most impactful campaigns and audiences.

o Champion incrementality as the gold standard of marketing measurementdesign and interpret experiments to determine the true causal impact of marketing activities ensuring budget decisions are based on what genuinely drives incremental growth.

o Continuously monitor market trends campaign performance and evolving customer behaviors to inform real-time budget adjustments balancing proven tactics with innovative and experimental initiatives.

o Collaborate with cross-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:

o Build robust forecasting models to predict sales trends customer behaviour and market dynamics ensuring accuracy and adaptability.

Customer Clustering and Segmentation:

o Apply advanced analytics techniques to segment our customer base analyse behaviour and demographics and uncover actionable patterns.

Data Analysis and Reporting:

o Analyse complex datasets to extract insights prepare clear reports and present findings to senior management highlighting key trends and opportunities.

Process Improvement & Mentoring:

o Continuously improve data collection and analysis processes implement best practices and mentor junior analysts in analytics excellence.

WHAT WERE 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 multi-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 hands-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 problem-solving and initiative.

• Process improvement and governance experience.

• Excellent storyboarding and presentational skills.

WHAT 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 its 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 were never afraid to pivot.

• Deliver - Our focus is always on the end result; we value outcomes over 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 dont meet them all please consider applying if you think you can still perform the role as described.