Lead Data Analyst, Marketing (SEM)

Who we are

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.

Your impact: 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, rev