PURPOSE OF THE ROLE

The Data Analyst is a key hands-on role responsible for maintaining and improving the data infrastructure, reporting systems, and analytical capabilities across SERPA Media Group’s portfolio of iGaming affiliate properties and digital media brands. You will work with data from multiple sources — Google Analytics 4, Google Search Console, affiliate platforms, advertising networks, and internal systems — to deliver actionable intelligence that drives content strategy, commercial decisions, and operational efficiency.

You will own dashboards, automate reporting, ensure data quality, and deliver the insights that help every department make better decisions faster.

KEY RESPONSIBILITIES

Data Infrastructure & Quality

• Maintain and improve the company-wide analytics setup, ensuring every property and market has unified, reliable data.

• Build and maintain data pipelines to consolidate data from GA4, GSC, Ahrefs, affiliate platforms (Income Access, NetRefer, proprietary), advertising APIs, and CRM systems.

• Enforce data governance standards: naming conventions, tracking plans, data quality checks, and documentation.

• Manage and optimise the analytics technology stack (e.g., BigQuery, Looker Studio, dbt, Metabase, or equivalent).

Business Intelligence & Reporting

• Build and maintain dashboards covering traffic, revenue, player value (FTDs, NDCs, CPA, RevShare), and content ROI across all properties and markets.

• Deliver automated daily/weekly/monthly reports to stakeholders — CEO, Head of SEO, Head of Content, Head of Sales, Performance Marketing.

• Create self-service reporting views so non-technical team members can access and explore data independently.

• Perform cohort analyses, attribution modelling, and funnel analysis for affiliate conversion paths.

Affiliate & Commercial Analytics

• Track and analyse affiliate programme performance: clicks, registrations, FTDs, revenue per player, and partner lifetime value.

• Build models to forecast revenue, identify underperforming partnerships, and support commercial decision-making.

• Support the Head of Sales and Performance Marketing with campaign ROI analysis and budget allocation insights.

• Automate affiliate reconciliation and reporting to reduce manual overhead.

AI & Automation Integration

• Support the AI/automation team by embedding analytics into agentic workflows — feeding real-time data into AI agents for anomaly detection and automated reporting.

• Build or maintain data pipelines (via n8n, custom scripts, or ETL tools) that connect analytics to Slack, Telegram, and internal dashboards.

• Explore and recommend emerging analytics tools leveraging LLMs for natural-language querying and automated insight generation.

REQUIRED QUALIFICATIONS

• 2+ years of experience in data analytics, business intelligence, or a related field.

• Proficiency with Google Analytics 4, Google Search Console, and Google Tag Manager.

•  Solid SQL skills and experience with at least one data warehouse or database platform (e.g: BigQuery, Snowflake, Redshift, ClickHouse, PostgreSQL).

• Hands-on experience building dashboards and reports in Looker Studio, Metabase, Tableau, Power BI, or similar tools.

• Experience with data pipeline / ETL tooling (dbt, Airflow, n8n, Fivetran, or custom scripts in Python).

• Understanding of affiliate marketing KPIs (FTDs, CPA, RevShare, player LTV) and digital media economics.

• Strong communicator who can translate complex data into clear, actionable insights for non-technical stakeholders.

• Comfort working in a fast-paced, entrepreneurial environment with evolving priorities.

PREFERRED QUALIFICATIONS

• Experience in iGaming, affiliate marketing, or digital media industries.

• Familiarity with Ahrefs, SEMrush, or similar SEO data platforms and their APIs.

• Experience integrating analytics with AI/LLM-powered workflows or automation systems.

• Knowledge of privacy regulations (GDPR) and compliant tracking implementation.

• Experience with multi-market / multilingual analytics

• Familiarity with Windsor.ai or similar data connector platforms.

• Working knowledge of Python or R for statistical analysis and data manipulation.

WHAT WE OFFER

• From 3,000 EUR gross/month (based on your experience)

• A hands-on role with real impact on company performance and growth.

• Opportunity to grow into a senior or lead analytics position as the team expands.

• Competitive compensation with performance-based incentives.

• Flexible working arrangements — hybrid in Riga or fully remote within the EU.

• A tech-forward culture already using AI agents, n8n automation, and modern tooling across the business.

• Access to a diverse portfolio of properties across multiple markets and verticals.

• Regular team initiatives, knowledge sharing, and industry event participation.

KEY PERFORMANCE INDICATORS

•  Dashboard coverage: 100% of active properties with live, automated reporting within 90 days.

•  Data accuracy and freshness: zero stale or broken reports; daily data refresh across all sources.

•  Revenue attribution accuracy: reliable multi-touch attribution model for affiliate and paid channels.

•  Stakeholder satisfaction: positive feedback from department heads on data quality and usefulness.

• Automation rate: percentage of recurring reports fully automated (target: 80%+ within 6 months).

• Insight delivery: regular proactive data insights that lead to measurable business actions.