Senior GTM Data Analyst

As a Senior GTM Data Analyst, you will be the data partner for Intercom's Mindshare function, responsible for building brand awareness, shaping market perception, and creating early engagement with target buyers. This role focuses on the top of the funnel: understanding how brand marketing, executive programs, experimentation, and upper funnel initiatives drive awareness, reach, and engagement before prospects ever enter a sales cycle.

You will partner with Brand Marketing, Executive Programs, and GTM leadership to measure what's resonating, design experiments, and surface the insights that inform how Intercom shows up in the market.

Key responsibilities include:

• Top of Funnel Insights: Own reporting and analysis for upper funnel programs , measuring reach, awareness, engagement, and early-stage interest across brand marketing, content, and executive outreach initiatives.

• Brand Marketing Measurement: Develop frameworks to assess brand campaign effectiveness , tracking how brand investments translate into audience reach, mindshare, and downstream consideration.

• Executive Programs Analytics: Measure the impact of executive dinners, outreach programs, and high-touch engagement , understanding which accounts are being reached, how they engage, and what signals emerge.

• Experimentation: Design and analyze experiments across Mindshare programs , helping the team test messaging, channels, formats, and targeting to learn what drives awareness and engagement most effectively.

• Audience & Reach Analysis: Analyze who Intercom is reaching across Mindshare initiatives , segmenting by ICP, account tier, persona, and geography to ensure programs connect with the right buyers.

• Cross-Functional Collaboration: Partner with Brand Marketing, Executive Programs, Demand Gen, and Sales to translate qualitative program goals into measurable outcomes and share learnings across teams.

To succeed in this role, you will need:

• 5–8 years of experience in analytics, marketing analytics, brand analytics, or a related field

• Strong understanding of top-of-funnel and brand metrics , awareness, reach, engagement, consideration, and audience composition

• Experience designing and analyzing experiments (A/B tests, holdout groups, incrementality measurement)

• Strong SQL skills; experience with data modeling tools (e.g., dbt) is a plus

• Experience with BI and visualization tools (e.g., Tableau, Looker, Streamlit)

• Comfort working with qualitative and quantitative data , not everything at the top of funnel has a clean conversion metric

• Proven ability to partner with marketing and executive stakeholders, framing ambiguous questions into structured analyses

• Clear communication skills , able to translate analytical findings into narratives that inform creative and strategic decisions