Sr. Analyst Paid Media - Marketing Analytics

About the Role

Key Responsibilities

• Own and continuously enhance end-to-end reporting across Media advertising for our three brands with internal and external partners and segment channel leads, linked to customer profiles, audiences, bookings, web traffic, through our omni-channel campaign strategy to drive performance for Marketing, Direct Sales, Leadership and Finance aligned to business targets.
• Leverage advanced database skills to structure, query, and analyze large complex datasets, delivering actionable insights that fuel data-driven marketing strategies.
• Navigate ambiguity with confidence, connecting disparate data sources and uncovering meaningful patterns to guide strategic decisions and link media data results to business results.
• Ensure data quality, consistency, and accessibility across all measurement platforms to support robust, real-time decision-making.
• Design and optimize executive-level Tableau dashboards using calculated fields, LOD (level of data) expressions, and parameters—delivering dynamic, interactive reporting at scale.
• Deliver audience segmentation and cross-channel performance analysis to refine targeting and maximize marketing ROI across our three brands.
• Partner cross-functionally to evolve reporting frameworks and pioneer scalable analytics solutions for complex business challenges.
• Support quarterly and annual planning through scenario modeling, demand forecasting, and strategic recommendations on marketing investments.
• Champion analytics best practices—building clear, insight-driven presentations, automating KPI tracking, leading performance readouts, and aligning stakeholders across functions.
• Perform other job-related functions assigned linked to media advertising forecasting and testing analysis.
• Create and develop detailed reports, compelling presentations, and insightful dashboards for informed decision-making.

Requirements

• Minimum 3 years of experience in analytical or quantitative roles involving business analysis or marketing analytics.
• Bachelor's Degree preferred / Relevant Field of Study: Data Analytics/Business Intelligence, Marketing, Economics, Computer Science, Business Administration, Finance, Mathematics, or related field.
• Proven experience designing data visualizations and reporting solutions using Tableau or comparable BI tools.
• Advanced proficiency in SQL, Tableau, and Excel.
• Ability to collaborate with internal and external stakeholders across multiple functions and locations.
• Excellent verbal and written communication skills.
• Ability to influence and work effectively in ambiguous situations.
• Strong organizational, time management, and prioritization skills.
• Experience with Adobe Analytics is preferred.
• Knowledge of R and/or Python is a plus but not required.
• Skilled in developing automated tools and analytics solutions.
• Self-motivated, quality-focused, delivery-oriented, with excellent self-prioritization skills.
• Passionate about leveraging data to solve complex business problems and drive impactful solutions.

Nice to Have

• Familiarity with ETL, MMM Marketing Mix Model processes and handling complex datasets and forecast platforms.
• Prior experience in the travel and hospitality industry.

Benefits & Perks

• Up to 40% off the base rate of any standard Hertz Rental
• Paid Time Off
• Medical, Dental & Vision plan options
• Retirement programs, including 401(k) employer matching
• Paid Parental Leave & Adoption Assistance
• Employee Assistance Program for employees & family
• Educational Reimbursement & Discounts
• Voluntary Insurance Programs - Pet, Legal/Identity Theft, Critical Illness
• Perks & Discounts - Theme Park Tickets, Gym Discounts & more