As a Marketing Analytics Specialist at Gen Digital, your day-to-day activities will center around driving growth and retention through rigorous data analysis. You will act as the analytical backbone for the retention marketing team, helping them understand what keeps customers engaged.

Your core responsibilities will include:

• Analyzing Subscription Lifecycles – Monitoring renewal trends, identify patterns in customer churn, and providing actionable recommendations to improve customer lifetime value.
• Designing and Testing User Flows – Collaborating with design and product teams to map out and run A/B tests on key user flows, particularly unsubscribe and win-back sequences.
• Building and Maintaining Performance Dashboards – Creating automated, easy-to-understand reports in Excel or BI tools to track the health of marketing campaigns and retention initiatives.
• Cross-Functional Collaboration – Working closely with Senior Online Marketing Managers, product teams, and engineering to ensure data tracking is accurate and marketing strategies are aligned.
• Presenting Insights to Leadership – Translating complex analytical findings into clear, strategic presentations for marketing leadership to guide budget allocation and campaign focus.

To be competitive for the Marketing Analytics Specialist role at Gen Digital, you must demonstrate a strong mix of technical expertise, marketing domain knowledge, and soft skills.

• Must-have technical skills – Advanced proficiency in Microsoft Excel (data modeling, advanced formulas, cohort tables) and a solid understanding of digital marketing metrics (LTV, CAC, Churn, ROAS, CTR).
• Nice-to-have technical skills – Experience with SQL for querying databases, familiarity with data visualization tools (like Tableau or Power BI), and exposure to web analytics platforms (like Google Analytics or Adobe Analytics).
• Experience level – Typically 2–4 years of experience in marketing analytics, digital marketing, or business intelligence, preferably within a SaaS, subscription-based, or e-commerce environment.
• Soft skills – Strong presentation capabilities, the ability to work autonomously in a fast-paced environment, and excellent stakeholder management skills.

Q: What is the typical timeline for the hiring process? A: While the initial rounds move relatively quickly, candidates have experienced significant delays of several weeks to two months following the submission of the test assignment, often due to internal scheduling or holiday periods. It is highly recommended to stay proactive and follow up with your recruiter regularly.

Q: How complex is the take-home test assignment? A: The assignment is comprehensive and demanding. Rather than a simple exercise, it typically consists of three parts: an Excel-based analysis, a visual design/layout of a customer flow, and an abstract bonus case study. You should expect to invest a significant number of hours to complete it to a high standard.

Q: What are they looking for in the final presentation round? A: Interviewers want to see how you structure your thoughts and defend your recommendations. They value logical consistency, clear communication, and the ability to remain calm and structured when asked unexpected or unusual logic questions.

Q: Is this role highly technical, or is it more focused on marketing strategy? A: It is a hybrid role. While you do not need advanced programming skills, you must have strong quantitative skills in Excel to manipulate data, combined with a strategic understanding of retention marketing and user psychology.

• Take control of your presentation: If the final panel interview feels disorganized or quiet, do not hesitate to step up and moderate the session. Guide the interviewers through your deck slide-by-slide, explicitly state when you are pausing for questions, and drive the agenda.
• Polish your deliverables: Treat the take-home test as a client-facing deliverable. Ensure your Excel formulas are clean, your charts are formatted professionally, and your slide deck is visually engaging and easy to read.

• Focus on the "Why" behind the data: When presenting your analysis, always link your data findings back to business impact. Do not just state that a metric changed; explain why it changed and what strategic action Gen Digital should take as a result.
• Prepare for logic puzzles: Be ready for unconventional questions in the final round that test your abstract problem-solving capabilities rather than your direct marketing experience. Focus on explaining your step-by-step thinking process out loud.

The Marketing Analytics Specialist position at Gen Digital is a highly rewarding opportunity for analytical professionals who want to see their insights directly influence millions of users worldwide. By focusing your preparation on advanced Excel modeling, subscription retention strategies, and structured presentation skills, you can set yourself apart in this competitive hiring process.

Remember to approach the take-home assignment with high diligence and prepare to lead your final presentation with confidence and structure. To further refine your preparation and access more resources, you can explore additional interview insights and compensation benchmarks on Dataford.

The compensation module above provides realistic salary expectations for analytical roles within this region and domain. Use this data during your initial recruiter screen to align on compensation expectations early in the process, ensuring a smooth and transparent interview journey. Good luck with your preparation—with the right focus and structured approach, you are well-positioned for success.