Senior Analyst, Optimization – Paid Media Experimentation

JOB SUMMARY:

The Senior Analyst Paid Media Experimentation is responsible for the end-to-end design execution measurement and reporting of paid media experiments across Universal Destinations & Experiences supporting UOR USH and new ventures. The role combines deep paid media platform expertise with experimentation audience strategy advanced analytics and financial measurement capabilities to identify and size opportunities design and execute technically sound experiments evaluate incremental business impact and translate results into actionable media and investment decisions. The Senior Analyst serves as a subject matter expert on paid media experimentation with a strong understanding of how platform algorithms campaign structures targeting and segmentation bidding strategies attribution methodologies and measurement limitations affect test design and results. This role partners across Paid Media Strategy Analytics agencies platforms and cross-functional teams to prioritize the testing backlog activate high-impact tests and scale learnings across destinations and channels.

MAJOR RESPONSIBILITIES:

Measurement Analytics & Business Impact

• Own measurement and reporting for paid media experiments evaluating performance against the approved hypothesis KPIs success criteria and business objectives.
• Analyze test/control performance across spend revenue ROAS CVR CTR CPC CPM AOV conversions EViV/CpEViV and other relevant metrics to determine incremental impact statistical significance efficiency and key performance drivers.
• Use Meta Google Looker dashboards and enterprise data and reporting sources to monitor performance validate results investigate anomalies and develop executive-ready test readouts.
• Understand and account for differences between platform-reported results and enterprise measurement methodologies including attribution windows optimization behavior audience delivery and platform-specific reporting nuances.
• Quantify realized financial impact by applying observed performance lift to addressable audiences and media investment and calculating revenue EBITDA savings and other business outcomes to inform scaling decisions.
• Develop and maintain standardized impact-sizing methodologies and tools that translate test results into defensible at-scale financial opportunities for business and Finance review.
• Analyze results across audiences segments placements creative platforms destinations and markets to identify performance drivers and determine where learnings can be scaled or require additional testing.
• Translate complex results into clear recommendations for campaign optimization audience strategy creative strategy media investment scaling or future experimentation.

Paid Media Test Execution & Platform Expertise

• Own the end-to-end execution of paid media experiments from approved hypothesis through launch live monitoring completion and documentation.
• Maintain advanced working knowledge of Meta Google Ads/SA360 paid search paid social display/programmatic CTV/OLV and other applicable media platforms including campaign structures experimentation capabilities audience tools bidding and optimization algorithms attribution settings and reporting limitations.
• Translate approved test designs into detailed execution briefs defining audiences creative campaign configuration measurement requirements dependencies responsibilities and timelines.
• Build or coordinate test audiences and segmentation including first-party modeled affinity intent retargeting prospecting geographic and platform audiences; validate suppression overlap test/control allocation and scalability.
• Coordinate execution across internal teams agency partners media platforms Creative Legal Analytics and other required stakeholders.
• Perform comprehensive pre-launch QA of campaign setup audiences creative tracking traffic allocation test/control structures and measurement requirements.
• Monitor live experiments and proactively identify delivery issues audience contamination tracking concerns platform changes or other factors that could compromise test validity; recommend corrective action or retesting when appropriate.

Paid Media Experimentation Strategy Sizing & Prioritization

• Partner with Paid Media Strategy Analytics agency and business stakeholders to identify optimization opportunities and translate them into clear testable hypotheses and experimentation plans.
• Design paid media experiments using appropriate A/B holdout campaign-split geo-split or other test/control methodologies defining audience and segmentation strategies test cells KPIs sample and duration requirements measurement approach and success criteria based on the capabilities and limitations of each platform.
• Quantify the potential financial impact of proposed paid media experiments by determining addressable audiences and media investment and estimating revenue EBITDA savings or other business impact to support data-driven backlog prioritization.
• Assess opportunities based on expected business impact learning value audience size feasibility scalability and strategic importance.
• Identify dependencies risks technical requirements audience overlap and potential measurement limitations during backlog grooming and prior to test activation.

Global Experimentation Governance & Partnership

• Serve as the paid media experimentation subject matter expert within the broader Optimization program and partner with Strategy and Measurement leads throughout backlog grooming sprint planning execution and results sharing.
• Support experimentation across UOR USH USJ and new ventures adapting test designs and measurement approaches to differences in markets audiences media strategies platforms business objectives and data availability.
• Establish and maintain consistent paid media experimentation processes documentation measurement standards reporting practices and best practices.
• Maintain accurate test documentation and results within program systems and learning repositories to enable transparency historical analysis and reuse of learnings.
• Share outcomes and learnings across destinations and media teams to increase the value of experimentation and prevent duplicative testing.
• Stay current on evolving paid media platform capabilities privacy requirements audience technologies measurement solutions and experimentation methodologies.
• Understands and actively participates in Environmental Health & Safety responsibilities by following established UO policy procedures training and team member involvement activities.
• Performs other duties as assigned.

QUALIFICATIONS:

• Deep knowledge of paid digital media and hands-on expertise with Meta and Google advertising platforms including campaign activation targeting optimization experimentation and measurement.
• Strong understanding of audience strategy and segmentation including first-party modeled affinity intent retargeting prospecting geographic and platform audiences; audience sizing and overlap; suppression strategies; and the implications of audience construction on test validity and media performance.
• Strong knowledge of experimentation methodology including hypothesis development A/B testing holdouts campaign and geo splits test/control design incrementality statistical significance success criteria and experimental validity.
• Demonstrated ability to independently design execute monitor analyze and communicate paid media experiments across multiple channels and platforms.
• Strong analytical and reporting capabilities with experience using Looker dashboards and other analytics/reporting tools to analyze media and business performance.
• Ability to translate test performance into financial impact including revenue EBITDA savings and addressable opportunity and use expected value to inform prioritization and scaling decisions.
• Deep understanding of how platform algorithms bidding strategies campaign structures attribution methodologies audience selection optimization objectives and automated platform changes can influence experimental outcomes.
• Ability to reconcile and appropriately interpret differences between platform-reported metrics and enterprise/business measurement.
• Strong QA and attention to detail when validating audiences campaign configurations creative tracking traffic allocation and experimental setup.
• Ability to translate complex technical and analytical concepts into clear recommendations for business and executive stakeholders.
• Strong cross-functional partnership skills with demonstrated ability to work across Media Strategy Analytics Creative Legal agencies media platforms and technical teams.
• Ability to manage multiple concurrent experiments across platforms destinations and stakeholders in a deadline-oriented environment.

EDUCATION:

• Bachelors degree in Marketing Analytics Data Science Statistics Economics Business Communications or a related field required;
• or equivalent combination of education and experience.

EXPERIENCE:

• 5 years of experience in paid media media analytics experimentation digital marketing analytics or a related discipline.
• Hands-on experience with Meta and Google advertising platforms and demonstrated understanding of campaign setup audience targeting and segmentation optimization measurement and reporting required.
• Experience designing executing and measuring controlled paid media experiments strongly preferred.
• Experience translating media performance into financial/business impact and working with Looker or comparable business intelligence tools preferred.
• Experience supporting multiple brands markets destinations or business units and working with agency partners preferred.

Your talent skills and experience will be rewarded with a competitive compensation package.

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