媒體效果經理
KEY RESPONSIBILITIES
Job Summary – (Role Summary)
This position will provide analytic reporting, support, and strategic recommendations for internal and external stakeholders. This position requires an eye for numbers, intellectual curiosity, proficiency at problem solving, a strong command of online media, and an understanding of traditional media. The candidate must be a team player and responsive in a client service environment.
Essential Duties and Responsibilities – (Key Activities)
Support reporting and analytics needs of paid media teams across various tactics, including but not limited to paid search, metasearch, affiliate marketing, programmatic display, paid social, and more traditional media such as television.
Perform hands-on analyses on large volumes of media and campaign level data.
Maintain relationships and develop a strong working knowledge of all the business functional areas’ objectives in order to ensure accurate translation of client requirements into technical specifications and reporting.
Interpret data and analyze results to generate insights.
Develop presentations to partners & stakeholders both inside & outside the department to report findings, interpret the data analysis, and make recommendations based on results.
Support development of MMM (media mix modeling) program by assisting in requirements development, data gathering, interpreting results, etc.
Conduct and analyze controlled media tests to better understand ROI of various marketing tactics.
Apply analytical techniques to one or more disciplines. May perform statistical analyses. Create accurate charts, tables and graphs in the correct format and within established time frames as required.
Select and use appropriate software to effectively analyze data. Compile and analyze information. Effectively communicate findings and recommendations to appropriate staff.
Consult with relevant business functional areas to establish analytical support objectives.
Develop data extracts using SQL and ensure requirements are developed in accordance with specified business and technical requirements.
Use campaign management, data mining software, forecasting models and statistical/computational models to achieve analytical objectives such as maximizing response and the guest experience while minimizing cost.
Make recommendations for enhancements to relevant databases from an information needs perspective including internal and external data sources.
REQUIRED QUALIFICATIONS
Education –
Bachelor's in a relevant field of work in business, economics, or statistics or an equivalent combination of education and work related experience.
Experience –
8+ years progressive work experience, with emphasis on business and marketing analysis. Preference will be given to those with demonstrated expertise in the relevant business areas supported and demonstrated ability to lead project teams.
Technical Skills and Knowledge –
Marketing Measurement & Attribution: Strong expertise in MMM, incrementality testing, and multi-touch attribution using GA4, Adobe Analytics, or custom models.
Media Platform Analytics: Deep familiarity with digital media such as Google Ads, Meta, TikTok, DV360, and The Trade Desk data, including performance tracking and optimization.
SQL & Data Analysis: Advanced SQL skills for large-scale data extraction and transformation across media and customer datasets.
Modeling & Forecasting: Hands-on experience with regression, time series, and ROI modeling in Python or R or any other statistical tools to evaluate media effectiveness.
Data Visualization & Reporting: Proficient in building dashboards and visual stories using Tableau, Power BI, or Looker to inform executive and media team decisions.
Experimentation: Skilled in designing and analyzing A/B tests, lift studies, and geo-experiments to validate campaign impact.
Tracking & Tagging: Working knowledge of UTM strategy, pixel implementation, and tag management tools like GTM.
Communication: Demonstrates clear, concise, and succinct communication skills, including adapting both technical verbal and written communication to the needs and level of the user.
Industry Knowledge (a plus not mandatory): Demonstrated knowledge of hotel operations and the hotel industry and demonstrated ability to access relevant information and understand the competitive market.
3. ACCOUNTABILITY
Number of employees supervised: 0
Decision making responsibilities (Key Decision Rights):
This position is responsible for managing highly complex data warehouse queries and programs in order to provide management with accurate data reporting.
Position also requires consulting with internal clients to conceptualize and build reporting that will suit the needs of the business area
Significant impact on data needs.
Significant impact on the functional requirements for all stakeholders.
4. CONTACTS (Key Relationships)
Internal Key Relationships –
Work as a liaison with Data Teams on data integrity and availability issues
Work with BI Teams on dashboard development
Work with management of internal clients to provide accurate data reporting
Analysts in other departments to align with reporting methodologies, metrics definitions, and best practices
External Key Relationships –
Consultants at various universities (Ga-Tech, NYU, Emory) and various professional organizations to keep current in the discipline.
PHYSICAL REQUIREMENTS
Work Environment –
Work is performed in a normal office environment.
The statements in this job description are intended to represent the key duties, essential nature and level of work being performed. They are not intended to be all responsibilities or qualifications of the job.
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