Marketing Data Analyst

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.

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.

The Marketing Analytics team is the data engine behind paid marketing decisions at Hostelworld. We own marketing measurement & experimentation run incrementality experiments build elasticity and budget-optimisation models and own the dbt models and Tableau dashboards that Performance Marketing relies on.

The team sits inside the broader Analytics & Insights function and partners with Performance Marketing Brand Product CRM and Finance.

The role

We are hiring a Marketing Data Analyst to join the team. This is a hands-on individual-contributor role combining four skill blocks:

1. Analysis turning commercial questions into reproducible analyses that influence budget bidding and channel decisions.

2. Commercial & business focus translating findings into narratives opportunity sizings and recommendations stakeholders can act on.

3. Analytics engineering (data modelling & dbt) building and maintaining dimensional dbt models in Snowflake to power downstream reporting and analyses.

reporting designing optimising and governing the dashboards used across Marketing and senior leadership audiences.

You will own a portfolio of recurring Tableau reports dbt data models analyses and projects around marketing attribution measurement experimentation optimisation & customer modelling.

1. Analysis

• Run weekly and monthly performance deep-dives across acquisition channels (PPC Paid Social Paid App Affiliates).

• Build and maintain channel-level pacing reports business reviews and YoY trend analyses.

• Investigate anomalies (cost spikes conversion drops attribution shifts) and deliver root-cause analysis.

• Support measurement initiatives: incrementality tests A/B tests cohort and CLV analyses.

• Produce clear reproducible insight reports with charts tables and explicit recommendations.

2. Commercial & business focus

• Size investment opportunities and contribute to budget-allocation business cases.

• Support quarterly investment-opportunity memos and roadmap planning.

• Maintain fluency in unit economics: CAC CLV payback contribution margin as the enterprise north-star metrics.

• Translate analyses into narratives for non-technical stakeholders.

• Surface gaps proactively: flag missing topics broken assumptions and untapped opportunities.

3. Analytics engineering (data modelling & dbt)

• Design and maintain dimensional dbt models in Snowflake.

• Add and maintain dbt tests on critical models.

• Refactor legacy SQL and migrate Tableau-embedded calculations upstream into governed dbt marts.

• Follow Git workflows peer review and modular SQL practices.

• Partner with Analytics Engineering on lineage clean-ups incremental patterns and ingestion of new marketing-platform sources.

4. Tableau reporting

• Build and own Tableau dashboards used by Performance Marketing Brand and Commercial teams.

• Optimise workbook performance.

• Migrate complex calculations from Tableau into upstream dbt models to keep workbooks thin.

• Maintain a clean metric layer between dbt and Tableau so definitions are consistent.

Must-have

• 23 years of commercial analytics experience ideally in marketing e-commerce or consumer-tech contexts.

• Advanced SQL window functions CTEs performance-aware queries on cloud warehouses (Snowflake BigQuery or Redshift).

• dbt production experience building models writing tests and managing lineage and documentation.

• Tableau production experience designing and optimising dashboards used by real stakeholders.

• Python for analytics comfortable in Jupyter with pandas and a plotting library (plotly matplotlib or similar); able to write reproducible scripts.

• Commercial fluency comfortable with CAC CLV payback contribution margin; able to translate a number into a recommendation.

• Stakeholder communication clear written narratives structured insight reports opinionated recommendations.

• Software-engineering best practices Git workflows peer review modular code parameterised queries.

Nice-to-have

• Exposure to marketing attribution (multi-touch data-driven MMM incrementality testing).

• Hands-on experience with paid-media platforms (Google Ads Meta Ads TikTok Ads GA4AppsFlyer).

• Experience with Streamlit or other analytical-app frameworks.

• Familiarity with Airflow or another orchestration tool.

• Awareness of mobile measurement (SKAdNetwork / SKAN Firebase AppsFlyer).

• Exposure to causal inference methods (synthetic control CausalImpact difference-in-differences).
  

• 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
  

• 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.