Lead Advanced Analyst, Paid Social

Lead Adv. Analyst, Paid Social Description: Lead Adv. Analyst, Paid Social The Paid Social AA sits within Marketing Analytics and serves as the measurement and analytical engine for our paid social media investments — spanning brand, mid-funnel consideration, and performance campaigns across platforms like Meta and TikTok. You'll partner closely with Paid Social Media, Integrated Marketing, Creative, and Data Science to prove the incremental value of paid social spend and optimize full-funnel campaign performance. You will be the dedicated analytics owner of our paid social mid-funnel strategy — a new consideration layer designed to bridge brand awareness and conversion. You will execute platform-level measurement studies, work with Data Science to design and analyze geo-randomized tests, and provide the analytical rigor needed to scale (or sunset) mid-funnel investment. This role partially replaces external agency analyst functions and brings critical measurement capabilities in-house. A Typical Day (job responsibilities) Execute platform-level Conversion Lift Studies (CLS) and Brand Lift Studies (BLS) to quantify the incremental impact of mid-funnel campaigns on qualified traffic, intent lift, and bookings. Partner with Data Science to initiate and analyze geo-randomized tests that isolate mid-funnel contribution from organic and other paid channels — translating results into clear investment recommendations. Own mid-funnel measurement and reporting — build and maintain dashboards tracking primary KPIs (intent/preference lift, qualified traffic, incremental bookings, Cost Per Booking) and creative performance across asset clusters. Analyze creative and audience performance — determine which messages (value, variety, reliability, etc.), formats (polished vs. CGC), and audience segments most efficiently drive consideration and downstream conversion. Surface proactive insights on budget allocation, audience saturation, creative fatigue, and cross-funnel lift to inform bi-weekly optimization cycles and strategic recommendations for Director-level marketing leaders. Contribute to the learning agenda — structure test-and-learn plans that answer key strategic questions (e.g., Does mid-funnel investment reduce blended CPA? Which RTBs drive highest intent lift?). Collaborate cross-functionally with Paid Social Media on campaign execution, with Integrated Marketing on messaging strategy, and with agency partners on creative performance feedback loops. Skills: 7+ years in analytics or data science, with depth in marketing/lifecycle measurement, CRM/host or customer outreach, or growth analytics. Strong experimentation and causal inference skills: experience designing, executing, and analyzing experiments. Measurement fluency: hands-on experience with campaign/lifecycle measurement across channels (email, push, and emerging channels), attribution methodologies, and their limitations. Analysis that drives action: your insights directly shape lever prioritization, channel strategy, and resourcing decisions — you influence planning and prioritization through Director level. Excellent communicator: able to distill complex measurement results into clear, compelling recommendations for senior stakeholders and partners. Comfortable pushing back when the data warrants it. Technical proficiency: advanced SQL and Python/R. Experience working in large-scale data environments and building scalable reporting. AI-forward mindset: experience leveraging AI tools to automate workflows, accelerate analysis, and build scalable solutions. Quantitative degree required. Advanced degree preferred.