Paid Media & Marketing Performance Analyst

Experience:

Role Purpose

What You'll Own

Full-Funnel Measurement & Attribution

• Define source-of-truth metrics for paid, social, SEO, content, influencer/affiliate, email/WhatsApp, events/OOH, website.
  
• Maintain channel + campaign taxonomy, UTMs, naming conventions, and data dictionary.
  
• Own attribution views: last-click, position-based, time-decay + assisted conversions, and geo/holdout or incrementality tests.
  

Dashboards & Reporting (Cadence & Audience-Specific)

• Daily: Health & spend pacing, tracking QA, anomalies, red flags.
  
• Weekly: Channel scorecards (Spend, Impr, CTR, CPC, CVR, CPA/ROAS, AOV, LTV), top/worst creatives, search terms, placements.
  
• Monthly: ROI/Profitability by channel/campaign/SKU, assisted paths, cohort/RFM, seasonality notes.
  
• Bimonthly/Quarterly: Trendlines, test learnings, budget re-allocation, forecast vs. actuals.
  
• Half-Yearly/Annual: Growth decomposition (traffic vs CVR vs AOV), brand visibility (SoV/organic + direct), MMM/MTA summary, roadmap.
  

Experimentation & Causality

• Build a test backlog with hypotheses, impact sizing, and owners (roles 17).
  
• Design A/B and lift tests (power, sig), geo splits for OOH & influencers; run pre-post for programmatic/CTV.
  

Data Quality & Tagging

• Own GA4/GTM event schema; pixels (Meta/Google/TTD/CM360), CAPI/server-side with Dev; deduping; consent mode.
  
• Routine QA (Tag Assistant, Pixel Helper), funnel/event audits, broken link/404 alerts.
  

Insights ? Actions

• Translate findings into clear actions: pause/scale, new audiences, creative briefs, feed fixes, offer strategy, LP/PDP CRO, bot/flow tweaks, vendor renegotiations.
  

Stakeholder Enablement

• Run a weekly Insights Standup; maintain a Notion/Doc hub with dashboards, definitions, and playbooks.
  

Core Responsibilities by Channel/Role