About us

Go City is the largest multi-attraction pass company in the world operating in 35+ cities with over 65% market share. We were formed in early 2017 through the merger of three separate entities, London-based Leisure Pass Group, Boston-based Smart Destinations and New York Pass, each of which offered passes allowing holiday-makers to visit attractions in different geographic markets. The technological, expertise and commercial reach of the combined entity has created a clear global leader in an attractive segment of the e-tourism market. Backed by highly successful Private Equity firm Exponent and headquartered in Soho, London with a team of over 110, the business is highly profitable with over 3 million customers globally. We have ambitious plans to leverage these capabilities to drive the business’ continued profitable growth. With a heavy investment in the technology teams this year, Go City are excited for like-minded, problem-solving individuals to join their transformation and make their mark on our future.


About the role

Performance Marketing Senior Analyst

Full time


London based (currently remote)

Reports to: VP Performance Marketing



This new role has been created to lead the continued development of Performance Marketing analytics at Go City. Responsible for designing and implement the entire analytics strategy as well as translating business objectives into specific and measurable KPIs in partnership with channel leads. As well as presenting findings with business recommendations to key stakeholders through data visualisation. Covering all Go City brands and Marketing channels, this role will oversee Analytics including web analytics, tracking, attribution and incrementality testing.


Main responsibilities:

  • Expertly deliver both short-term tactical and long-term strategic initiatives
  • Agree appropriate KPIs for performance measurement and tactical/strategic decision-making
  • Work closely with cross-functional teams to ensure we are tracking the necessary web and app data to support efficient execution of marketing campaigns
  • Analyse these datasets using a combination of third party and in-house tools
  • Build incrementality models to demonstrate long term effectiveness of marketing investments based on null hypothesis tests
  • Create statistical frameworks in collaboration with channel leads to determine efficacy of regular test and learn initiatives
  • Produce and communicate ad-hoc insights and forecasts related to campaign performance
  • Ensure accurate and timely reporting is produced and integrated into group trading and marketing reports
  • Participate in regular trading discussions and make recommendations based on insights you uncover


What will you have/Who are you?


  • 5+ years’ experience in a senior marketing or commercial role
  • Strong analytical capabilities and ability to confidently answer questions through data
  • Advanced Excel skills
  • Experience analysing raw data sets using Python, R or equivalent
  • Experience in web analytics and tracking tools such as Google Analytics and Google Tag Manager
  • Experience using competitor analysis tools such as Similarweb, SEMrush or equivalent
  • Good understanding of platforms such as Google Ads, Facebook Ads Manager, Google Search Console, Partnerize, Criteo etc
  • Good understanding of HTML, JavaScript, CSS, PHP and SQL
  • Good general marketing acumen with experience working with digital marketing teams across key channels such as (but not limited to) paid search, affiliates, paid social and display
  • Strong interpersonal and communication skills, with the ability to work with cross-functional teams to achieve results
  • Experience executing large scale test and learn initiatives


  • MA in Marketing or Business
  • Experience building custom Tableau reports
  • Experience working with Skai platform (formerly Kenshoo)


What will we offer? (UK only)

  • Competitive market rate salary
  • The opportunity to create and design as well as maintain
  • 25 days’ holiday
  • Floating bank holiday
  • Enhanced Parental Leave
  • Pension Scheme
  • The usual sociable stuff (when restrictions allow)
  • Season Ticket Loan
  • Discretionary bonus scheme
  • Access to Mental Health First Aiders
  • Dedicated Learning Time every month for professional personal development


Please apply here


Go City feel passionately about our stance as an equal opportunities employer. We welcome and encourage applications from all backgrounds and uphold the highest standards from a recruitment process perspective when it comes to age, disability, gender reassignment, race, religion or belief, sex, sexual orientation, marriage and civil partnership, and pregnancy and parental status.