Paid Analytics Manager

This is a fully remote position, open to applicants in Mexico.

📋 Description

• Create, execute, and continually improve marketing attribution models across various channels, ensuring they accurately capture the intricate nature of the customer journey.

• Establish a framework to recognize and assess second-order effects of initiatives whose influence on brand awareness, funnel priming, or downstream conversions may not be directly measurable but are strategically important.

• Define approaches for measuring incrementality (geo holdouts, intent-to-treat analyses, synthetic controls) to assess the actual causal effects of marketing investments beyond last-touch or even multi-touch models.

• Take ownership of attribution methodology decisions and effectively communicate trade-offs to stakeholders and leadership.

• Lead the setup and ongoing management of tracking infrastructure, including pixel configuration, tag management (Google Tag Manager or similar), and event tracking across web and app platforms.

• Design and execute server-to-server (S2S) integrations to enhance signal quality, minimize data loss due to browser restrictions, and improve campaign optimization inputs for paid media platforms.

• Conduct audits and resolve data discrepancies across tracking systems, ensuring data accuracy and integrity from start to finish.

• Oversee and advance the marketing analytics stack (GA4, Amplitude, third-party attribution tools, Databricks) while staying updated on new measurement technologies and privacy-related changes.

• Collaborate with Data Engineering and Product teams to enhance event schemas, tracking coverage, and the reliability of data pipelines.

• Independently extract, structure, and analyze data to build the necessary analyses for drawing conclusions and advancing initiatives without relying on others to provide information.

• Develop and sustain dashboards and reports that offer clear, actionable insights into campaign performance, channel ROI, and attribution trends.

• Proactively identify patterns and anomalies; present recommendations with a well-defined perspective rather than mere observations.

• Utilize advanced analytics to link marketing efforts with business outcomes, supplying the strategic insights required for budget allocation and channel mix decisions.

• Work alongside Performance and Lifecycle marketing teams to convert attribution insights into tangible campaign optimizations.

• Conduct A/B and multivariate testing to validate attribution hypotheses and enhance measurement accuracy over time.

• Assist in forecasting marketing budgets based on attribution data and establish a clear framework for optimal spending allocation to maximize ROI.

• Serve as the internal authority on attribution and measurement, educating teams on best practices and fostering a shared understanding across marketing, data, and finance.

⛳️ Requirements

• Over 5 years of experience in marketing analytics, growth analytics, or a closely related discipline, with a proven record of working independently on complex, end-to-end projects.

• In-depth technical expertise in tracking implementation, including tag management (GTM or equivalent), pixel setup, event tracking across web and mobile platforms, and server-to-server integrations for optimizing campaign signals.

• Strong understanding of attribution modeling techniques, including multi-touch, data-driven, and incrementality-based methods, with the ability to articulate their limitations and appropriate applications.

• Developed analytical acumen for second-order effects, capable of reasoning about indirect, non-attributable contributions of marketing initiatives and integrating this perspective into budget and strategy recommendations.

• Proficient in SQL and at least one BI/analytics tool (Databricks, Data Studio, Tableau, or similar); able to independently extract and model data without frequent reliance on data teams.

• Familiarity with web analytics platforms (GA4, Adobe Analytics) and behavioral analytics tools (Amplitude or equivalent).

• Solid grasp of digital marketing channels and their specific measurement challenges, encompassing paid social, SEM, programmatic, affiliate, and CRM.

• Experience with A/B testing and applying statistical analysis to marketing measurement.

• Clear and concise communicator, capable of translating complex analytical insights into strategic recommendations for non-technical stakeholders and senior leadership.

• Detail-oriented and proactive, maintaining a high standard for data accuracy and demonstrating a bias towards action.

• Experience with statistical modeling, machine learning applied to marketing (e.g., MMM, propensity models), and mentoring junior analysts.

🏝️ Benefits

• Diversity & Inclusion

• Reasonable accommodations during the hiring process