Responsibilities

• Own analytical execution for paid media performance, including spend efficiency, CPL, CPA, funnel conversion rates, campaign pacing, lead quality, application progression, acceptance, and enrollment outcomes.
• Build and maintain Power BI dashboards and SQL-based reporting assets that connect media spend, platform performance, internal funnel data, MMM/media mix outputs, and enrollment results.
• Conduct deep-dive paid media diagnostics across Google Ads, Microsoft Ads, Meta, DV360, branded/nonbranded search, PMax, campaign structure, keywords/search terms, CPC movement, impression share, and competitive/auction dynamics.
• Validate and reconcile agency/vendor reporting against media platforms and internal source-of-truth data; identify definition gaps, tracking issues, and unsupported conclusions.
• Support experimentation, incrementality measurement, and MMM/media mix evolution through pre/post analyses, holdout comparisons, test/control reads, lift measurement, scenario inputs, and clear documentation of assumptions and limitations.
• Build analytical inputs for media investment planning, budget allocation, flighting, and channel mix recommendations in partnership with paid media and marketing leaders.
• Create recurring routines and frameworks that proactively surface paid media performance opportunities, risks, investment tradeoffs, and recommended actions, rather than operating only as a request taker.
• Partner with Data Science, Data Engineering, Analytics Solution, paid media stakeholders, agency teams, vendors, and media platforms to improve measurement products, data reliability, metric definitions, tracking consistency, and reporting automation.
• Translate complex or conflicting paid media performance signals into concise insights, risks, and recommendations for the Sr. Director and senior stakeholders.
• What Success Looks Like

Requirements

• 6+ years of experience in channel analytics, digital marketing analytics, performance marketing analytics, or a related data-driven marketing environment.
• 3+ years of hands-on paid media analytics experience, especially paid search, campaign performance, spend efficiency, conversion tracking, and funnel measurement.
• Advanced SQL and Power BI skills, including complex data extraction, transformation, dashboard development, and executive-ready performance visualization.
• Experience validating media platform, agency/vendor, and internal funnel data; ability to identify tracking, taxonomy, attribution, and conversion-definition issues.
• Strong understanding of funnel analytics from impression/click through lead, application, acceptance, and enrollment outcomes.
• Experience supporting attribution, MMM inputs, media mix analysis, scenario planning, or incrementality testing; methodology ownership is not required, but the ability to partner effectively with Data Science and vendors is required.
• Ability to operate as a proactive thinking partner to paid media teams, translating analytics into recommendations, tradeoffs, and action plans.

Preferred

• Higher education, enrollment marketing, direct response, or high-consideration lead-generation experience.
• GA4 exposure, campaign taxonomy governance, and experience working with Databricks, BigQuery, Snowflake, or similar data platforms.
• Experience with media platform APIs, self-serve reporting products, or automated data quality monitoring.