Lead Data Analyst, Marketing (SEM)

At Rover, pets and their people are at the heart of everything we do. We connect pet parents with trusted pet care across the U.S., Canada, Europe, and Australia.

Headquartered in Seattle and Barcelona, we’re a values driven, fast-growing tech company focused on building safe and personalized experiences tailored to the needs of each unique pet. We’re investing in AI as a business accelerator and provide every team member access to AI tools in service of creating better experiences for our community.

We are proud to be recognized as a great place to work, having been named among the 100 Best Companies to Work For in Seattle Business Magazine and Washington’s Best Workplaces in the Puget Sound Business Journal. At Rover we’re committed to creating an accessible, inclusive, and welcoming community, which starts with our employees.

Want to make an impact? Join our pack and come work (and play!) with us.

About the role

Join Marketing Analytics as a senior individual contributor focused on Search Engine Marketing (SEM) to lead paid search analytics for Rover globally. You'll shape how we measure and optimize acquisition across our growing portfolio of brands and markets.

As a key thought partner for SEM leaders, Finance, Data Science, and Analytics Engineering, you'll set the analytical agenda and stay hands-on with the analysis. A central question: when our brands compete for the same searches, how do we know if we have grown the business as a whole?

This role is based in our Barcelona office in Poblenou, with two office days per week (Mondays and Thursdays). You must be based in Barcelona or be willing to relocate.

• Guide bidding and investment across brands. Evaluate spend allocation, marginal returns, customer lifetime value (LTV), and payback. Help SEM teams assess cross-brand cannibalization and identify where additional spend generates incremental growth.
• Lead experimentation and incrementality. Design and analyze channel tests, geo-split experiments, and multibrand tests. Choose appropriate methods, assess statistical power and uncertainty, and turn results into recommendations on bidding and spend.
• Explain performance and identify opportunities. Diagnose changes in acquisition cost, conversion, and return on ad spend (ROAS). Translate auction dynamics, customer behavior, and marketplace conditions into clear recommendations that lead to action.
• Strengthen attribution and reporting. Reconcile platform and internal measurement, distinguish attributed results from incremental growth, and build trusted dashboards. Partner with engineering and Data Science on data quality, conversion signals, and customer-value inputs.
• Own the SEM analytics roadmap. Identify important questions, challenge assumptions, and prioritize by business impact. Build learning agendas for different markets and lead stakeholders toward decisions grounded in evidence and clear trade-offs.
• Raise the team's analytical standards. Mentor analysts, review SQL and analytical methods, and develop reusable tools and documentation. Balance statistical rigor with business needs.

• 6+ years of analytics experience, with a track record of turning complex analysis into business decisions and measurable outcomes.
• Advanced SQL and strong statistical analysis skills in Python or R, including reviewing others' code and collaborating with engineering on data models.
• Proven experimental design and A/B testing experience, including applying causal inference or geo-based methods and explaining their limitations.
• Experience independently leading large analytical initiatives, managing stakeholder expectations and timelines, and influencing strategy across functions.
• Clear communicator with technical and non-technical audiences, who is able to shape compelling data narratives through analysis and data visualization.

• Strong understanding of marketing attribution and acquisition economics, including customer acquisition cost (CAC), LTV, ROAS, and payback.
• Experience with multibrand businesses, international markets, or a two-sided marketplace.
• Experience with marketing mix modeling (MMM), customer LTV modeling, or transformation tools such as dbt.
• Experience using AI tooling to move faster on routine work and to check your own reasoning. You can also explain and defend every line of analysis you ship.
Interested? We'd love to hear from you, even if you don't bring every nice-to-have.

• Long-term incentive plan with a company performance-based cash payout

• Pension plan

• Private medical insurance

• 25 days PTO

• Meal allowance and flexible compensation plan (transport and nursery)

• Gym membership

• €450 to cover the costs associated with the adoption of a pet

• Annual €150 wellness reimbursement

• Flexible work hours, sometimes you'll need to be in at certain times, but on the whole, we're pretty flexible when it comes to managing workload and time

• Grab snacks, fresh fruit, in our kitchen to keep yourself going

• Regular team activities, events, game nights, and more

• Dog-friendly office

Rover is an equal-opportunity employer committed to promoting a diverse, inclusive, and inventive environment with the best employees. We’re driven by seeing our people succeed and grow, and we work to ensure everyone contributes to their fullest potential. We consider all qualified applicants without regard to age, race, color, ancestry, national origin, religion, disability, protected veteran status, sex, gender identity or expression, sexual orientation, or any other protected status in accordance with applicable laws, regulations, and ordinances.