Responsibilities

• Provide analytical support to Paid Media and Marketing teams, compiling performance marketing reports across digital channels using internal BI tools, Google Analytics, native advertising platforms. Communicate results to stakeholders, working with media and strategy teams to demonstrate clear actionable insights for media plans, budget forecasting, targeting/audiences, and creative.
• Build and maintain comprehensive measurement plans to evaluate paid media performance, calculate benchmarks based on objectives, develop + maintain attribution models to identify trends, testing opportunities, and insights by channel, audience, festival/tour/regional show, and business unit.
• Partner with Data, Product, Engineering teams to manage data pipelines + ingestion for channel metrics, define data collection requirements and enforce optimal taxonomy for reporting implementations, continual data hygiene + integrity across ad buying and internal platforms.
• Collaborate with media, marketing, and data teams to inform audience and targeting strategies. Develop tests to evaluate new campaign strategies, ad products, optimization tactics, and targeting features.
• Manage and lead paid media projects involving data aggregation and measurement tools such as Datorama, Google Analytics / GA4, Tag Manager, DOMO, BigQuery, LiveRamp, server-server integrations with media partners. Ensure appropriate site tracking is in place to capture relevant data points to measure marketing effectiveness.
• Work closely with data team to develop and maintain reporting dashboards for internal and external use, while providing support for ad hot reporting requests.