Business Analyst Lead – B2C / DTC

Description Kendago is looking for a sharp ,hands-on Business Analyst Lead to join our global B2C performance marketing team. This is a key role for someone with exceptional analytical and mathematical thinking, strong business understanding, and proven experience in performance marketing or growth-driven environments. The Business Analyst Lead will lead the analytical agenda, and work closely with Marketing, Media, Creative, Biz Dev, Product and R&D teams. The ideal candidate understands how business processes, marketing performance, customer value, and profitability are connected, and knows how to translate complex data into clear insights, recommendations, and business actions. Our office is located in Kiryat Ono. This is a hybrid position, including two work-from-home days per week. Requirements At least 5 years of experience as a Business Analyst, Marketing Analyst, Growth Analyst or Senior Data Analyst in a business-oriented role Experience across at least two companies in relevant role. Proven experience in Performance Marketing, B2C, DTC, eCommerce, AdTech or a similar digital data-driven environment. Strong understanding of key marketing and business metrics such as CAC, ROAS, LTV, conversion funnels, retention, attribution and A/B testing. Proven ability to translate data into business recommendations that influence marketing strategy, budget allocation, funnel optimization, growth, or profitability. Experience working with paid media / marketing platform data, preferably Meta or similar platforms. BA/BSc from a university in a quantitative field such as Industrial Engineering, Economics, Statistics, Mathematics or similar. Fluent English and excellent communication skills. Technical Skills: Advanced proficiency in SQL (complex queries, data extraction) and hands-on experience with BI and AI tools (Generative AI, automation, and predictive analytics). Independent, proactive and comfortable working in a fast-paced environment. Nice to have: Experience analyzing creative performance and marketing funnels. Responsibilities What You’ll Do Lead the business analytics domain across Kendago’s B2C performance marketing activity. Manage, mentor and professionally guide a Data Analyst. Monitor key business processes that directly impact revenue, profitability, customer value and marketing efficiency. Analyze marketing funnels, customer acquisition, conversion performance, CAC, ROAS, LTV, retention, attribution and customer behavior. Evaluate customer value across campaigns, channels, products and acquisition sources. Analyze data from marketing platforms such as Meta and other paid media sources. Identify business opportunities, funnel leaks, performance drops and areas for growth or optimization. Provide recommendations on where to increase, reduce or reallocate marketing investment based on performance and profitability. Lead and support A/B testing, funnel experiments and ongoing measurement frameworks. Translate complex data into clear, actionable insights for management and cross-functional teams. Act as an analytical advisor to senior management and support business decision-making through data-driven recommendations. Work with SQL, BI tools and AI tools to support deeper analysis, efficiency and smarter decision-making.