What is a Marketing Analytics Specialist at Airwallex Pty?

As a Marketing Analytics Specialist at Airwallex Pty, you are the analytical engine driving the company's global growth and customer acquisition strategies. Airwallex operates in the fast-paced, highly competitive fintech sector, providing cross-border payments and financial infrastructure to businesses worldwide. In this role, your work directly influences how the company allocates its marketing budget, optimizes user journeys, and scales its presence across diverse international markets.

You will sit at the critical intersection of marketing, product, and data engineering. Your insights will dictate the success of multi-million-dollar performance marketing campaigns and shape the overarching growth strategy. Whether you are analyzing the lifetime value (LTV) of a new enterprise client segment or identifying friction points in the onboarding funnel, your data-driven recommendations will have an immediate and measurable impact on the bottom line.

What makes this position particularly exciting is the sheer scale and complexity of the data. Airwallex serves a global customer base, meaning you will navigate nuanced, multi-region data sets and complex attribution models. You are not just reporting on past performance; you are expected to be a strategic partner who proactively uncovers hidden opportunities, challenges assumptions, and champions a culture of rigorous experimentation across the marketing organization.

Getting Ready for Your Interviews

Preparing for an interview at Airwallex Pty requires a balanced focus on technical execution and strategic business thinking. Your interviewers want to see that you can not only write flawless queries but also translate those results into actionable marketing strategies.

Focus your preparation on the following key evaluation criteria:

Marketing Domain Expertise – You must deeply understand the metrics that drive a B2B fintech business. Interviewers will evaluate your fluency in concepts like Customer Acquisition Cost (CAC), Return on Ad Spend (ROAS), churn, and multi-touch attribution. You can demonstrate strength here by proactively linking technical data challenges to these core business metrics during your answers.

Analytical Rigor and Technical Fluency – This evaluates your ability to extract, manipulate, and visualize complex data. Expect your SQL skills and your familiarity with BI tools (like Tableau or Looker) to be tested rigorously. Strong candidates will write clean, efficient code and explain their data modeling choices clearly.

Problem-Solving and Experimentation – Airwallex relies heavily on A/B testing and continuous optimization. You will be assessed on how you design experiments, determine statistical significance, and handle ambiguous results. Show your strength by structuring your approach logically, stating your hypotheses upfront, and acknowledging potential biases or data limitations.

Stakeholder Communication – As a specialist, you will frequently present findings to non-technical marketing leaders. Interviewers will look for your ability to distill complex data into clear, compelling narratives. You can excel here by using the STAR method (Situation, Task, Action, Result) to share past experiences where your insights directly influenced a major business decision.

Interview Process Overview

The interview process for the Marketing Analytics Specialist role at Airwallex Pty is designed to be rigorous, data-centric, and notably fast-paced. Candidates frequently report receiving an interview invitation within a week of submitting their online application, reflecting the company's agile and decisive culture. The evaluation is comprehensive, testing both your raw analytical horsepower and your commercial awareness.

You will typically begin with a recruiter phone screen to assess your baseline experience, salary expectations, and cultural alignment. If successful, you will advance to a technical screening, which often involves a live SQL assessment or a take-home data challenge focused on marketing datasets. The final stages usually consist of a virtual onsite loop, where you will meet with senior analysts, marketing managers, and product leaders to discuss case studies, past projects, and behavioral scenarios.

Airwallex places a premium on collaboration and ownership. Throughout the process, interviewers will gauge how comfortable you are navigating ambiguity and whether you can confidently defend your analytical methodologies. The process is challenging, but it is highly structured to give you multiple opportunities to showcase your unique strengths.

This visual timeline outlines the typical progression of the Airwallex interview process, from the initial recruiter screen through the technical assessments and final stakeholder rounds. Use this map to pace your preparation, ensuring your foundational SQL and marketing metrics are sharp for the early rounds, while saving deep-dive case study prep for the final presentations. Keep in mind that specific stages may vary slightly depending on your geographic region and the specific team's urgent needs.

Deep Dive into Evaluation Areas

To succeed, you need to understand exactly what the hiring team is looking for in each specific domain. Below is a detailed breakdown of the core evaluation areas you will face.

Marketing Metrics and Attribution

Your ability to measure and attribute marketing success is the most critical component of this role. Interviewers want to know if you understand how to track a user from their first ad click to becoming a transacting Airwallex customer. Strong performance here means moving beyond basic definitions and discussing how these metrics interact in a complex, multi-channel B2B environment.

Be ready to go over:

• Customer Lifetime Value (LTV) vs. CAC – How to calculate these metrics, how they vary by customer segment, and what constitutes a healthy ratio for a scaling fintech.
• Attribution Modeling – The differences between first-touch, last-touch, linear, and data-driven attribution, and when to apply each.
• Funnel Conversion Analysis – Identifying drop-offs in the user journey and proposing data-backed solutions to improve conversion rates.
• Advanced concepts (less common) – Media mix modeling (MMM), incrementality testing, and handling cross-device tracking challenges.

Example questions or scenarios:

• "How would you design an attribution model for a B2B customer who interacts with our LinkedIn ads, attends a webinar, and then signs up via an organic search three months later?"
• "If our overall CAC is increasing but our marketing spend has remained flat, what data points would you investigate to find the root cause?"
• "Walk me through how you would calculate the LTV of a new enterprise client using historical transaction data."

Technical Data Skills (SQL & Visualization)

You cannot be a successful analyst at Airwallex without strong technical fundamentals. This area evaluates your ability to independently query databases, clean messy data, and build automated dashboards. Interviewers are looking for efficiency, accuracy, and an understanding of how to structure data for scalability.

Be ready to go over:

• Advanced SQL – Window functions, complex joins, CTEs (Common Table Expressions), and performance optimization.
• Data Visualization – Best practices for building dashboards in tools like Tableau or Looker that are intuitive for marketing stakeholders.
• Data Cleaning and Validation – Techniques for identifying anomalies, handling missing values, and ensuring data integrity before analysis.
• Advanced concepts (less common) – Basic Python or R for statistical analysis, and familiarity with ETL pipelines.

Example questions or scenarios:

• "Write a SQL query to find the top 5 marketing campaigns by ROI over the last 30 days, given a 'spend' table and a 'revenue' table."
• "How would you design a self-serve dashboard for the performance marketing team to track daily ad spend across multiple regions?"
• "Tell me about a time you discovered a significant error in a dataset. How did you handle it and communicate the impact to your stakeholders?"

Experimentation and A/B Testing

Airwallex relies on continuous experimentation to optimize its marketing efforts. You will be evaluated on your understanding of statistical principles and your practical ability to design, execute, and interpret A/B tests. A strong candidate will confidently explain the math behind the tests while keeping the business context in mind.

Be ready to go over:

• Hypothesis Generation – How to formulate clear, testable hypotheses based on exploratory data analysis.
• Test Design – Determining sample size, calculating minimum detectable effect (MDE), and defining success metrics.
• Statistical Significance – Understanding p-values, confidence intervals, and the risks of false positives (Type I errors) and false negatives (Type II errors).
• Advanced concepts (less common) – Multi-armed bandit testing, multivariate testing, and network effects in experimentation.

Example questions or scenarios:

• "We want to test a new landing page design for our global payments product. How would you determine how long the test needs to run?"
• "If an A/B test shows a 5% increase in click-through rate but a 2% decrease in final conversions, what would you recommend to the marketing team?"
• "Explain statistical power to a non-technical marketing manager."

Business Case and Strategy

This area tests your commercial acumen and your ability to act as a strategic partner to the business. Interviewers will present you with open-ended business problems to see how you structure your thinking. Strong performance requires asking clarifying questions, breaking the problem down into logical components, and making actionable recommendations.

Be ready to go over:

• Market Expansion Strategy – Using data to evaluate which new geographic markets Airwallex should target next.
• Budget Allocation – Deciding how to distribute a fixed marketing budget across different channels to maximize overall growth.
• Product-Marketing Fit – Analyzing user behavior to identify which product features should be highlighted in future campaigns.
• Advanced concepts (less common) – Competitive analysis using third-party data and macroeconomic trend impact on marketing performance.

Example questions or scenarios:

• "If you were given an additional $500,000 in marketing budget for the APAC region, how would you determine where to allocate it?"
• "Our new user acquisition has stalled in a key market despite consistent ad spend. Walk me through your framework for diagnosing the problem."
• "How do you balance the need for short-term lead generation with long-term brand building in your analytics?"

Key Responsibilities

As a Marketing Analytics Specialist, your day-to-day work revolves around transforming raw data into strategic marketing leverage. You will be responsible for building and maintaining the core reporting infrastructure that tracks campaign performance across all global channels. This involves writing complex SQL queries to extract data from the data warehouse and designing intuitive, automated dashboards that give marketing managers real-time visibility into their spend and ROI.

Collaboration is a massive part of this role. You will partner closely with the performance marketing, CRM, and regional growth teams to design and evaluate A/B tests for email campaigns, landing pages, and paid advertisements. When a campaign underperforms, you are the detective tasked with digging into the funnel data to identify friction points and recommending tactical pivots.

Beyond daily reporting and testing, you will drive strategic, deep-dive analytical projects. This might include building a sophisticated multi-touch attribution model to better understand the B2B sales cycle, or conducting a predictive analysis on customer churn to inform retention marketing strategies. You will continuously present these high-level findings to leadership, ensuring that Airwallex remains aggressively data-driven in its market expansion efforts.

Role Requirements & Qualifications

To be highly competitive for the Marketing Analytics Specialist position at Airwallex Pty, you need a blend of deep technical expertise and sharp commercial instincts.

• Must-have skills – Advanced proficiency in SQL is non-negotiable; you must be able to write complex, highly optimized queries from scratch. You also need extensive experience with BI and data visualization tools like Tableau, Looker, or PowerBI. A deep understanding of digital marketing metrics (CAC, LTV, ROAS, conversion rates) and fundamental statistical concepts for A/B testing is essential.
• Experience level – Typically, candidates need 3 to 5 years of experience in a purely analytical role, preferably within marketing analytics, growth, or product analytics. A background working in fast-scaling tech companies or B2B environments is highly valued.
• Soft skills – Exceptional stakeholder management and communication skills are required. You must be comfortable pushing back on unfeasible data requests and skilled at translating complex statistical findings into plain, actionable business language.
• Nice-to-have skills – Experience with Python or R for advanced data manipulation and predictive modeling will set you apart. Familiarity with the fintech sector, cross-border payments, or multi-region marketing strategies is a strong bonus, as is experience with modern data stack tools like dbt or Snowflake.

Common Interview Questions

The questions below are representative of what candidates face during the Airwallex Pty interview process. They are drawn from real experiences and highlight the core patterns of evaluation. Use these to practice your frameworks, not as a list to memorize.

Technical and SQL

These questions test your ability to write efficient code and manipulate data to extract meaningful business insights.

• Write a SQL query to calculate the rolling 7-day average of daily active users.
• How would you structure a query to identify customers who made a transaction in their first week but haven't returned in the last 30 days?
• Explain the difference between a LEFT JOIN and an INNER JOIN, and give an example of when you would use each in a marketing context.
• How do you optimize a SQL query that is running too slowly on a massive dataset?
• Walk me through how you would build a dashboard to track real-time marketing spend across five different advertising platforms.

Marketing Metrics and Strategy

This category evaluates your domain expertise and your ability to link data to core business outcomes.

• How would you define and calculate the LTV of an Airwallex business customer?
• If our cost per acquisition (CPA) on Google Ads suddenly spikes by 40%, what steps would you take to investigate?
• Explain your preferred method for multi-touch attribution and why it is superior to last-click attribution for B2B companies.
• How would you evaluate the success of a brand awareness campaign that doesn't have an immediate direct-response mechanism?
• What metrics would you look at to determine if a new onboarding flow is successful?

A/B Testing and Experimentation

These questions assess your statistical foundation and your practical approach to testing.

• Walk me through the end-to-end process of designing and analyzing an A/B test for a new marketing email.
• How do you determine the required sample size for an experiment?
• What would you do if an A/B test reaches the planned end date but the results are not statistically significant?
• Explain the concept of a "network effect" and how it might complicate an A/B test.
• How do you handle situations where multiple marketing teams want to run overlapping experiments on the same user base?

Behavioral and Stakeholder Management

These questions gauge your communication skills, cultural fit, and ability to influence others.

• Tell me about a time your data analysis contradicted the marketing team's intuition. How did you handle the situation?
• Describe a complex technical concept or analysis to me as if I were a non-technical marketing manager.
• Share an example of a time you had to manage conflicting priorities from multiple stakeholders.
• Tell me about a project where you had to work with messy or incomplete data. What was your approach?
• Why are you specifically interested in the fintech space and Airwallex?

Frequently Asked Questions

Q: How difficult is the technical SQL screen? The SQL screen is rigorous and expects you to be comfortable with advanced functions like window functions, subqueries, and complex aggregations. You should be prepared to write code live and explain your logic as you go. Focused practice on LeetCode or HackerRank (medium difficulty) is highly recommended.

Q: What differentiates a good candidate from a great candidate? Good candidates can pull the data and build the dashboard. Great candidates proactively interpret the data, identify the "so what," and suggest strategic marketing actions. Airwallex values analysts who act as thought partners, not just order-takers.

Q: How long does the interview process typically take? Because Airwallex moves quickly, the entire process from the initial phone screen to the final offer can take anywhere from two to four weeks. Responsiveness is key, as they often schedule rounds within days of each other.

Q: Do I need prior fintech experience to get this role? While prior fintech or B2B experience is a strong advantage, it is not strictly required. If you lack domain experience, you must compensate by demonstrating a deep understanding of general B2B marketing metrics, long sales cycles, and complex attribution models.

Q: What is the company culture like for analytics teams? The culture is highly data-driven, fast-paced, and collaborative. Analytics is viewed as a critical function, meaning you will have high visibility and direct access to leadership. However, this also means you must be comfortable working in a dynamic environment where priorities can shift rapidly.

Other General Tips

• Master the STAR Method: When answering behavioral questions, strictly follow the Situation, Task, Action, Result framework. Airwallex interviewers look for structured thinkers. Ensure the "Result" highlights quantifiable business impact.
• Clarify Before Solving: During case studies or SQL tests, never jump straight into the answer. Always ask 2-3 clarifying questions to define the scope, understand the edge cases, and show that you think critically before executing.

• Think Globally: Airwallex is a global company. When proposing marketing strategies or analyzing data, mention how you would account for regional differences, currency impacts, and varying market maturities.
• Show Commercial Awareness: Technical skills are only half the battle. Always connect your analytical answers to the broader company goals—increasing revenue, reducing acquisition costs, or improving customer retention.

Summary & Next Steps

Securing a Marketing Analytics Specialist role at Airwallex Pty is an incredible opportunity to drive measurable growth at one of the world's most dynamic fintech companies. The role demands a unique hybrid of deep technical expertise in SQL and data visualization, paired with a sharp, strategic understanding of digital marketing and customer acquisition.

Your preparation should be highly targeted. Spend time refining your advanced SQL skills, reviewing the mathematics behind A/B testing, and practicing how to communicate complex data narratives clearly. Remember that your interviewers are looking for a strategic partner—someone who can not only answer the questions asked but also uncover the questions the marketing team hasn't thought of yet. Approach every case study and technical challenge with a business-first mindset.

This compensation data provides a baseline for the Marketing Analytics Specialist role, reflecting base pay, bonuses, and potential equity components depending on your location and seniority. Use these insights to anchor your expectations and negotiate confidently once you reach the offer stage.

You have the analytical foundation and the drive necessary to excel in this rigorous process. Continue to practice your frameworks, lean into your past successes, and explore additional interview insights and resources on Dataford to refine your edge. Approach your interviews with confidence, knowing that your focused preparation will shine through.