Responsibilities

• Foster data-informed decision making throughout the Streaming marketing organization.
• Design, implement, and measure incrementality and lift tests to validate model-driven targeting versus platform-native optimization strategies.
• Conduct detailed analyses on media performance. Identify when model-driven optimization outperforms basic buying strategies. Measure the extra impact.
• Translate predictive and targeting models into actionable strategies for Digital O&O Promo placements.
• Define measurement frameworks. Ensure these frameworks link promo participation to important results, including content starts, session depth, retention, and lower churn.
• Analyze marketing and attribution data to measure ROI and optimize budget allocation across channels and partners using MMM outputs.
• Identify and share when personalization and targeting strategies are less effective to improve models and promotional strategies.
• Partner with internal data science teams and external partners to enhance relevance and actionability of results across media channels.
• Collaborate to ensure data pipelines have compliant dimensions and metrics powering marketing reporting.
• Support development of auditing tools for data sets, escalate inconsistencies using SQL and Google Cloud services.