Paid Media Analyst

5+ years of experience in D2C business in the following areas:

Core channels (build → launch → optimize)

• Google Ads: Search, Shopping/PMax (GMC, feed rules), YouTube; query mining, negatives, SKAG/STAG pragmatism, Smart Bidding (tROAS/tCPA), scripts basics.
• Meta Ads: ABO/CBO, Advantage+ where useful, CAPI, broad vs stacked interests, creative iteration cadences.
• TikTok Ads: Spark Ads/UGC pipelines, hook/first-3-seconds testing, interest/behavior targeting, frequency & fatigue control.
• Basic knowledge of Programmatic/Display/DV360

Measurement & tracking

• GA4: Event schema, purchase/revenue validation, channel grouping sanity, dedupe rules.
• GTM: Tags, triggers, variables; enhanced conversions; basic debugging (Tag Assistant, network tab).
• Attribution: Last-click vs data-driven, MTA orientation, incrementality/holdouts; avoid double-counting.

Testing & optimization

• Structured test backlog (bids, audiences, creatives, LPs), clear hypotheses and stop/go rules.
• Creative testing frameworks (thumbnail/hook/CTA), cadence for new assets, fatigue detection.
• Query sculpting, budget re-allocation, dayparting, device/geo bid mods where justified.

Reporting & insighting

• Looker Studio dashboards (blended platform + GA4), variance analysis, anomaly detection.
• Turn insight → action: prioritized weekly recommendations with projected impact and follow-ups.
• Excel/Sheets: pivots, INDEX-MATCH/XLOOKUP, basic regression/forecasting; comfort with CSV wrangling.

Audience & data

• First-party data use (CRM lists, pixel/CAPI mapping), LALs, value-based bidding readiness.
• Funnel design: TOFU prospecting → MOFU consideration → BOFU DPA; frequency caps & overlap control.

Ops & collaboration

• Write tight creative briefs (angle, promise, proof, CTA), collaborate with design/dev for LP speed & UX.
• Budget pacing, month-end true-up, naming conventions, UTM discipline, changelog hygiene.

Good-to-have (3–5 yr edge)

• Basic SQL; AppsFlyer/MMP familiarity for app flows; SA360/Ads Scripts automation; MMM awareness.
• YouTube creative principles, short-form storytelling, and brand-lift/incrementality basics.