Digital And Media Performance Analytics Manager

Essential Duties and Responsibilities:
Media and Digital Performance Analysis
Independently analyze media performance across channels (paid social, search, programmatic display and video, influencer amplification...), measuring efficiency (CPM, CPC, CPA, CAC...) and effectiveness (reach on target, frequency, audience penetration, ROAS...)
Generate and deliver optimization recommendations across budget allocation, audience targeting, creative, and channel mix to support the broader Media & Growth team on in-flight optimization
Support media planning and budgeting with forecasting, scenario modelling, and historical performance benchmarks

Intelligence and Reporting
Collaborate with media experts at global/local to conduct post-campaign deep dives and produce clear learnings to inform future activity
Unpack and analyze to-date performance using different lens (e.g. country, channel, platform, placement, creative...) to capture media performance drivers/derailers and codify them into guidelines/guardrails to improve all media execution
Present findings and recommendations clearly to stakeholders, including senior leadership, using strong data storytelling
Build and run media effectiveness analyses by leveraging performance data, incrementality/lift tests etc. - building towards attribution modelling and mix modelling (MMM), working directly with partner platforms and/or external vendors where applicable

Data Quality and Governance
Define and document media metrics & KPI definitions to ensure consistency across teams
Build & implement a global campaign naming convention and drive the compliance of all media buys to allow generation of detailed media insights, informing future media strategy and performance
Audit and validate tagging and tracking setups (e.g. GA4, Google Tag Manager, platform pixels, UTM tracking), identifying gaps and working with media team and markets/agencies to resolve them
Work hand-in-hand with Technology Data team to build & maintain clean, reliable media data sets that support consistent, accurate & automated reporting and future attribution/mix modelling
Ensure analysis and data handling comply with privacy regulations (e.g. GDPR) and consent requirements

AI-Enabled Workflows
Leverage and integrate AI to enable near real-time learnings/optimization - from data collection, to data validation (QA), to dashboard reporting & visualization with partially/fully automated workflows - covering media and digital KPIs crossed with business indicators, in close collaboration with Technology team
Proactively identify opportunities for AI to improve analytical methods, tools, and processes, where they add value

Requirements
6 - 8 years of relevant hands-on experience in media/digital analytics, with a proven track record of executing analysis end-to-end whether on client side (CPG/FMCG, beauty, DTC) or agency side
Bachelor's or Master's degree in Media, Marketing or relevant field of study
Expert-level hands-on experience with digital media platform reporting tools and APIs (Meta Ads Manager, TikTok Business Suite, Google Ads/DV360...)
Direct experience analysing paid media performance across multiple channels (social, search, programmatic display/video, affiliates) and platforms (Meta, TikTok, Google Search, YouTube, DV360...)
Demonstrated experience informing media optimisation decisions through data, working closely with global/local media teams, agencies and broader marketing teams
Strong understanding of media and digital KPIs across the funnel
Working knowledge of attribution approaches (incrementality, multi-touchpoint, MMM...)
Strong data storytelling skills, with the ability to turn complex analysis into clear, actionable recommendations for non-technical and senior audiences
Commercial mindset, connecting media and digital performance to business outcomes (brand, sales...)
Highly self-directed and comfortable owning projects independently from problem definition to delivery
Strong attention to detail and a rigorous approach to data accuracy
Ability to manage multiple stakeholders and competing priorities in a fast-paced environment
Curiosity and a proactive approach to staying current with changes in the media and measurement landscape
Familiarity with and experience working with Tech teams on BI tools (Power BI, Looker, Tableau); as well as web analytics platforms (GA4, GTM, platform pixels...). Experience applying AI to streamline/automate reporting/analytical workflows highly preferred