Sr Paid Media Analyst

About the Role

Key Responsibilities

• Support business objectives for each of the brands and services through the appropriate media mix and tactics.
• Assist in managing partner and publisher relations, improving keyword generation, bid optimization, landing page resolution and testing, ad text testing, campaign management and reporting tools.
• Develop and maintain strategy documents, budgets, and project plans for brand advertising, campaigns, and partner/channel tests.
• Utilize bidding strategies and effective keyword management on pay-per-click search engines and OTAs to meet acquisition volume goals and efficiency metrics.
• Drive key performance metrics (KPIs) in new customer media attributed acquisition and retention, analytics, and reporting.
• Develop and maintain strategic plans and budget allocations to support brands with a focus on awareness, website traffic, and new customer acquisition.
• Lead reporting meetings for Senior Management, communicating key metrics, YoY analysis, goal attainment, and optimization opportunities.
• Provide detailed analysis of key metrics and program tracking to increase brand awareness, consideration, and trial.
• Test and analyze new media partners, publishers, and placements to increase ROI and drive incremental volume.
• Data mine for anomalies, break points, and opportunities, especially for mobile advertising and Hertz APP adoption.
• Collaborate with internal teams to define site instrumentation, media attribution models, lifetime value models, and media mix analysis.
• Coordinate with the finance team on paid advertising budgets, monthly accruals, and new advertising opportunities.
• Build coordinated online media plans to maximize engagement and traffic across digital channels, leveraging paid, owned, and earned media.
• Evaluate new tactics, channels, and products regularly.
• Manage test and learn capabilities for paid display and paid search improvements in collaboration with the Digital Performance team and agency partners.

Requirements

• 3 years' experience in Digital Media Marketing.
• Bachelor's degree in marketing, communications, business, advertising, or related field.
• Proficiency in digital platforms and software such as Google Adwords, Google Analytics (GA4), Bing, Kenshoo, Meta, Microsoft, Doubleclick, Salesforce.
• Experience defining, implementing, and optimizing paid digital campaign strategies and best practices.
• Ability to execute and manage digital marketing campaigns and programs.
• High proficiency in Paid Digital KPIs, analytics, testing, and media optimization.
• Experience working with large media agency teams with 10+ million dollars in marketing spend.
• Strong understanding of content amplification through earned and paid distribution channels.
• Demonstrated analytical ability to assess media channel performance and build recommendations around media allocation and ROI.
• Excellent verbal and written communication skills.
• Ability to collaborate across multiple functions and locations.
• Flexible, adaptable, and able to work effectively in ambiguous situations.
• Strong organizational, time management, and prioritization skills.
• Excellent analytical skills with attention to detail.
• Results-driven with decision-making and problem-solving abilities.
• Creative mindset and innovative thinking.
• Courageous, collaborative, and accountable attitude.

Nice to Have

• Experience in travel industries.

Benefits & Perks

• Up to 40% off 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.