Media Analyst

Media Analytics – Manager

Sitting within the Media team at HSAD, the Media Analytics Manager provides insights, data visualizations, and reporting for the client and internal teams. This position requires both strategic and tactical skill sets: An “eye” for numbers, intellectual curiosity, proficiency with problem solving, and a critical understanding of online media and nuances. The Manager must have a proven track record of data-rich analyses, be a team player, take a roll-up-the-sleeves approach and a “get it done” attitude.

This position involves ongoing coordination and collaboration between different teams/stakeholders for both internal and external analysis (i.e. competitive research), to ensure high quality analytical projects are effectively delivered and leveraged. Additionally, the Manager must be able to communicate said deliverables succinctly to a broad client and internal stakeholder audience.

This is an exciting opportunity to drive data-informed decision-making in a dynamic digital media environment to unlock the full potential of our digital media data.

Role Objectives:

Data Management and Integration:

• Oversee the integration of data from various digital platforms (e.g., Google Ads, Facebook Ads, DSPs, DMPs) into Tableau and Datorama
• Ensure data accuracy, consistency, and timely updates across all reporting systems
• Develop and maintain data dictionaries and documentation for all metrics and dimensions

Data Analysis and Visualization:

• Develop advanced dashboards and reports using business intelligence platform like (Tableau, Datorama, etc.) focusing on digital media KPIs such as ROAS, CVR, CTR, CPC, CPL, CPM, viewability, and attribution metrics
• Create custom visualizations to effectively communicate complex digital media performance data including ad creative, copy, audience segmentation, placement, etc. by platform, to both technical and non-technical stakeholders
• Implement and maintain automated reporting systems for real-time performance monitoring

Digital Media Performance Analysis:

• Conduct in-depth analysis of cross-channel digital media campaigns, including paid search, display, social media, video, and programmatic advertising
• Perform cohort analysis, funnel analysis, and multi-touch attribution modeling to understand user journey and campaign effectiveness
• Identify trends, anomalies, and opportunities in digital media performance data

Stakeholder Management and Reporting:

• Present complex data analyses and insights to senior management and clients
• Collaborate with the Demand Generation team to align on KPIs and reporting needs
• Train team members and stakeholders on using BI tools and interpreting digital media data

Tool and Process Optimization:

• Continuously evaluate and improve BI processes and methodologies
• Stay updated on advancements in BI tools, digital media metrics, and industry best practices
• Recommend and implement new tools or features

Qualifications:

• 3+ years of experience in digital media analytics, business intelligence, or related roles
• Proven track record of managing BI projects in a digital media or advertising technology environment
• Advanced proficiency in Tableau and Datorama, including custom SQL and complex calculations
• Advanced proficiency in Excel and Google Sheets – someone who can easily, quickly and effectively manipulate large sets of data and create a narrative based on this information
• Strong knowledge of digital media platforms (e.g., Google Ads, Facebook Ads Manager, DSPs)
• Expertise in SQL and experience with big data technologies (e.g., Hadoop, Spark) a plus
• Experience with web analytics tools (e.g., Google Analytics, Adobe Analytics)
• Deep understanding of digital media metrics, KPIs, and industry benchmarks
• Familiarity with paid search, paid social and programmatic advertising ecosystem and ad tech platforms
• Knowledge of various attribution models and their applications in digital media
• 2+ years of experience in performing analytics in marketing sciences capacity at a media agency, market research, or consulting company, or in-house at a brand.
• Knowledge of media and website measurement technologies:
• Ad-serving platforms
• Website analytics software
• Data visualization skills desirable (e.g. Tableau, Datorama, PowerBI, etc.)
• Advanced user Microsoft Office Suite and reporting tools
• Web analytics platforms (Google Analytics, Adobe Analytics, WebTrends, etc.)
• 3+ years related experience in analytics/dashboard design, development and management
• Experience working with international teams is a plus
• Strong verbal/written communication and interpersonal skills is required
• Self-starter with ability to thrive in a fast paced environment and able to function independently while providing status updates to a team of analysts
• Cooperative, flexible, conscientious, dependable, resourceful, self-motivated, team-oriented, Problem-solving skills, time management, and critical thinking with a professional and positive attitude
• Experience with DTC/e-comm brands or advertisers is plus – business driving sales online and interacting directly with users in the digital space