The Senior Analyst, Demand Generation Analytics is responsible for measuring and optimizing the effectiveness of audience targeted media campaigns leveraging 1st and 3rd party data for the Inspire Brands portfolio. This role will also measure impact of media on brand KPIs and establish links to business outcomes. This person will track competitive media activity to identify new trends, opportunities, and threats. We’re seeking highly engaged media analytics professional with a proven track record of developing creative measurement approaches to drive media optimization. The successful candidate is passionate about understanding consumer perception and ensuring we have the right tools in place to capture it. They can deploy creative analytic approaches to link changes in consumer perception to business metrics.
This position sits in our Atlanta Support Center, with the expectation to be onsite 80% of the time.

RESPONSIBILITIES

• Lead measurement strategy to quantify the impact of audience-targeted media leveraging both 1st and 3rd party data (via Clean Room).
• Develop innovative approaches to measure media impact within walled gardens.
• Implement and maintain measurement approaches for all media channels including TV, OLV, OOH, Display, Social, Radio, Search, and Partnerships.
• Work closely with Consumer Insights, Customer Analytics, Data Science, Marketing, and Media teams to develop learning agendas, media strategies, and measurement approaches.
• Show the impact of targeted campaigns vs. non-targeted media campaigns.
• Perform analysis to establish links between marketing KPIs and business outcomes.
• Build dashboards to communicate and analyze trends consumer sentiment, marketing KPIs, competitive marketing initiatives, competitive spend, and show how all link to business outcomes.

EDUCATION AND EXPERIENCE QUALIFICATIONS

• 4-year Degree required.
• 3-5 years of experience with various media measurement tools including media mix modeling, brand lift studies, digital attribution, and foot traffic measurement.
• 1-2 years of experience with ETL tools to create automated processes to aggregate media spend and impression data from media partners.
• 2-5 years of experience with dashboard tools such as Tableau, MicroStrategy, or Google Data Studio to automate reporting processes.
• 1 years of experience with SQL or other database querying languages.

REQUIRED KNOWLEDGE, SKILLS, or ABILITIES

• Strong understanding of CDPs and Clean Room technologies to reach target consumers and measure media success based on treated vs. control methodologies.
• Understanding of media measurement approaches including foot traffic, customer panels, and walled garden approaches.
• Familiarity with various media measurement solutions and vendors spanning TV, CTV, Video, Social, Display, and OOH to optimize across media partners, creative, and targeting.
• Strong analytical skills to establish links between marketing KPIs and business outcomes.
• Strong storytelling skills, ability to synthesize results and capture insights to make recommendations clearly to cross-functional teams.
• Interest in traditional and social media and its inner workings.
• Team-oriented attitude and willingness to pitch in whenever needed.
• Demonstrated ability to collaborate successfully and build relationships with internal teams, suppliers, and agencies is required.