What are the responsibilities and job description for the Sr. Analyst, Media Activation position at Darden?
Job Overview
The Sr. Digital Marketing Analyst - Media Activation plays a key role on the in-house digital media team working to execute and analyze digital campaigns that drive profitable, incremental ROI. This role serves as the primary contact for the Digital Brand Managers to assist with the planning, activation and analysis of Paid Digital Media campaigns across Paid Search, Paid Social, Display and Online Video driving best practices across digital media planning, activation and measurement. This role focuses on developing and activating digital strategies across brands and channels to leverage our scale, data, and insights for optimal media efficiency within the restaurant category.
Roles And Responsibilities
The Sr. Digital Marketing Analyst - Media Activation plays a key role on the in-house digital media team working to execute and analyze digital campaigns that drive profitable, incremental ROI. This role serves as the primary contact for the Digital Brand Managers to assist with the planning, activation and analysis of Paid Digital Media campaigns across Paid Search, Paid Social, Display and Online Video driving best practices across digital media planning, activation and measurement. This role focuses on developing and activating digital strategies across brands and channels to leverage our scale, data, and insights for optimal media efficiency within the restaurant category.
Roles And Responsibilities
- Develops and activates strategic initiatives for Darden paid digital media (e.g., Paid Social, Paid Search, Display, OLV, Programmatic, YouTube, emerging media, etc.), as a critical component of Darden Digital Marketing, while collaborating with brands to optimize digital media creative.
- Aids in performing regular Digital Media channel analyses and optimization, including but not limited to audience and/or keyword analysis, competitor analysis, creative optimization, and online/offline conversion optimization to establish consistent increases in Paid Digital Media performance.
- Maintains and manages ongoing reports across Paid Digital Media through dashboards and internal tracking tools to monitor impact of digital media investments.
- Assists in the development and evolution of channel and campaign activation best practices to provide consistent progression.
- Partners with cross-functional brand and enterprise teams to establish and refine KPI's for Paid Digital Media.
- Continuously monitors changes in the Paid Digital Media ecosystem to provide recommendations and optimizations for relevant campaigns to EDM and Brand teams.
- Individuals should possess 3 years' relevant experience, particularly working in Paid Digital Media (Paid Search, Paid Social, YouTube, OLV, Programmatic, Display, etc.), developing strategy, executing and analyzing tactical campaigns.
- Familiarity with Google Ads, Facebook Ads, Adobe Analytics, Google Search Console, and Google Analytics.
- Experience evaluating, measuring and optimizing Paid Digital Media through closed loop analysis leveraging online and offline conversion data.
- Experience leveraging automation and bid strategies for Paid Search either within Google Ads or via 3rd Party Bid Management Tool such as Search Ads 360
- Expertise in Microsoft Excel with a strong analytical mindset and appetite for data analysis and reporting development.
- Knowledge of current digital consumer and industry behaviors trends, attitudes, preferences, and needs required.
- Ability to travel approximately 5% required.
- Excellent written and verbal communication skills required.
- Bachelor's degree in Marketing or a relevant field required.
- Detailed knowledge of Paid Digital Media tools and experience managing large account structures for a number of different clients
- Strong analytical skills, including the ability to assess data and draw key consumer, brand, and competitive insights.
- Previous experience working on cross-functional teams.
- Proven track record of results orientation.
- Proven ability to work in a fast-paced team environment.
- Ability to collaborate with a variety of different business partners, both internal and external.
- Experience in restaurant / retail industry a plus.
- Foundational knowledge of cross-channel digital marketing preferred: Display, programmatic, online video, mobile app, email, social media, etc.