Paid Media & Marketing Analytics Strategist

Responsibilities

• Strategic Planning: Collaborate with marketing leadership to develop national and local paid media and marketing analytics strategies aligned with organizational and franchise growth objectives. Identify performance trends, competitive insights, and emerging digital marketing opportunities that improve lead generation and marketing effectiveness. Utilize marketing performance data to provide recommendations that support optimization of marketing investments and overall business results. Help establish reporting standards, measurement frameworks, platform governance, and analytics best practices across brands.
• Paid Media Management: Lead the management of national paid media programs across five franchise brands. Manage relationships with three national paid media agency partners, ensuring accountability, performance optimization, and alignment with brand and business objectives. Monitor campaign budgets, pacing, lead generation performance, and key performance indicators across paid search, paid social, display, and emerging digital channels. Evaluate media performance and provide strategic recommendations that improve lead quality, conversion rates, and return on marketing investment. Serve as the primary escalation point for Brand Managers regarding paid media performance, reporting concerns, and optimization opportunities. Collaborate with agency partners and internal stakeholders to identify, test, and implement new opportunities that improve marketing performance. Ensure agency partners operate within established platform governance standards, reporting requirements, access controls, and brand guidelines.
• Marketing Analytics & Platform Management: Lead the implementation, administration, and optimization of marketing analytics platforms, including Google Analytics 4, tag management systems, and dashboarding platforms. Partner with Digital Marketing team members to ensure website analytics, conversion tracking, attribution, and reporting requirements are properly configured and maintained. Troubleshoot tracking, tagging, attribution, and reporting issues across paid and owned marketing channels. Manage user access and permissions across marketing technology and analytics platforms. Maintain data accuracy, consistency, and documentation across reporting systems and marketing platforms. Evaluate new technologies, integrations, and reporting capabilities that improve visibility into marketing performance.
• Reporting & Analysis: Develop and maintain recurring marketing performance reports and dashboards for Home Office stakeholders. Analyze marketing performance data from multiple sources and translate findings into actionable business recommendations. Identify trends, anomalies, opportunities, and areas of concern impacting marketing performance. Collaborate with the Business Intelligence team to improve reporting accuracy, dashboard functionality, and data accessibility. Support franchise-facing reporting initiatives and provide performance insights that improve understanding of marketing effectiveness.
• Budget Management: Monitor paid media investment levels and performance across supported brands. Track marketing program effectiveness and spending efficiency to maximize return on investment. Provide recommendations regarding budget allocation, optimization opportunities, and performance improvements.
• Cross-Functional Collaboration: Partner closely with Brand Marketing, Digital Marketing, Business Intelligence, and external agency partners to ensure marketing strategies are effectively supported through data and reporting. Serve as a resource for Brand Managers regarding paid media performance, analytics, reporting, and digital marketing best practices. Partner with internal stakeholders to resolve marketing performance, reporting, and platform-related questions. Assist in communicating marketing performance results and recommendations to various audiences throughout the organization. Work closely with internal and external partners to maintain a reliable and effective marketing technology ecosystem.

Requirements

• Bachelor's degree in Marketing, Business Administration, Analytics, Communications, or related field with 5+ years of experience in paid media, digital marketing, marketing analytics, or marketing operations.
• Proven experience managing agency relationships and performance-based marketing programs.
• Strong understanding of paid search, paid social, programmatic advertising, digital marketing measurement, attribution modeling, and conversion tracking.
• Experience analyzing marketing performance data and providing strategic recommendations that improve lead generation and business outcomes.
• Experience with Google Analytics 4, Google Ads, Meta Ads Manager, dashboarding platforms, and marketing technology ecosystems. Please provide Google certification IDs in your resume, where applicable.
• Experience managing marketing technology platforms, user permissions, and platform administration.
• Experience collaborating with Business Intelligence, technology, or data teams to support reporting and dashboard initiatives.
• Proficient in Microsoft Office.

Preferred

• Preferred experience in franchising or multi-brand environment
• Ad agency and b2b marketing experience preferred
• Experience with Monday.com and Teams helpful
• Experience with Microsoft Fabric, Power BI and TSQL is a plus
• Experience with Fivetran integration platform is a plus