Senior Analyst, Marketing Analytics

Sr. Analyst, Marketing Analytics

On a mission to unleash the power of content… you in? We've got the brands, we've got the stars, we've got the power to achieve our mission to entertain the planet – now all we're missing is… YOU! Becoming a part of Paramount means joining a team of passionate people who not only recognize the power of content but also enjoy a touch of fun and uniqueness. Together, we co-create moments that matter – both for our audiences and our employees – and aim to leave a positive mark on culture.

In This Role You'll:

We are the Global Marketing Analytics team, part of the Paramount Streaming, Data & Insights Group (DIG) team! DIG is a key connector among the Paramount Streaming verticals. The group has experts in different fields; they prototype, build, and scale data infrastructure and products, including assessing, aggregating, and analyzing data. They also create stories and insights from both qualitative and quantitative data! This helps stakeholders make decisions, while also helping them understand how well things are working. This then results in being able to create business recommendations. The Marketing Analytics team provides actionable, data-driven solutions to solve marketing challenges. We work closely with Media Strategy, Media Activation, Data Science, and Product teams to drive Paramount Streaming business growth and retention. The Senior Analyst will support the Streaming marketing team. They will work on experimentation and measuring incrementality. Additionally, they will optimize media using models including both paid media and owned & operated (O&O) channels.

The role requires translating data into clear and actionable insights. This includes making recommendations based on media mix modeling, cross-platform attribution tools, incrementality testing, and other advanced analytics methods. You will design and measure lift and incrementality tests to validate optimization approaches. This includes a detailed analysis of media performance. We want to find out when model-driven optimization is more effective than standard buying strategies. We also need to measure the additional value it offers. You will also work with the Digital O&O Promo teams! Your role includes turning predictive models into execution frameworks on top of creating strategies to measure how promo interactions impact longer-term results. These results include content consumption, session depth, retention, and reducing churn. A critical component of this role will be surfacing insights on when and where personalization drives diminishing returns to inform model iteration, promo strategy, and resource allocation decisions. The ability to interpret complex data and provide relevant business context to explain marketing performance and optimization impact will be key to success in this role. The ideal candidate will have solid communication skills, but should also be curious and pay attention to detail. An affinity for media would be great, but you must also have experience in marketing efficiency, experimentation, and advanced measurement frameworks.

Responsibilities Include:

• Foster data-informed decision making throughout the Streaming marketing organization.
• Design, implement, and measure incrementality and lift tests to validate model-driven targeting versus platform-native optimization strategies.
• Conduct detailed analyses on media performance.
• Identify when model-driven optimization outperforms basic buying strategies.
• Measure the extra impact.
• Translate predictive and targeting models into actionable strategies for Digital O&O Promo placements.
• Define measurement frameworks.
• Ensure these frameworks link promo participation to important results. These results include content starts, session depth, retention, and lower churn.
• Analyze marketing and attribution data. This will help you measure the return on marketing investment.
• You will also optimize how the budget is allocated while providing recommendations for different channels and partners.
• Use analyses from multiple platforms, conduct experiments, and apply media mix model outputs.
• Identify and share when personalization and targeting strategies are less effective. This will improve our models and help us evolve our promotional strategies.
• Partner closely with internal data science teams and external partners to enhance and increase relevance and actionability of results across various media channels.
• Collaborate with team members to ensure dimensions and metrics in data pipelines are compliant with business workflows powering marketing reporting.
• Support development of auditing tools of existing data sets to check for anomalies and irregularities; leverage SQL and Google Cloud Service suite features to escalate data inconsistencies.
• Build and refine data workflows for Streaming marketing data to ensure consistent data integrity.
• Improve and strengthen marketing data pipelines in partnership with data engineering teams.
• Support ad hoc analysis to provide deeper and more granular insights on media and promo performance.

Basic Qualifications You Bring:

• BA/BS.
• 3+ years' experience in digital marketing and analytics, web analytics, or online media industry.
• Proficient in SQL with a thorough understanding of data and systems' infrastructures; experience extracting, cleaning, and transforming data from databases using SQL.
• Experience or coursework in media measurement including web, native app, video measurement technology and standards.
• Experience designing and analyzing incrementality, lift, or A/B tests.
• Proficient with analytical tools and languages supporting data analysis, reporting, and visualization – Excel, Microsoft Office, Google Collaborative Apps (Docs, Sheets, Slides), Tableau, R, Python.
• Strong detail-orientation with a penchant for data accuracy and good grammar.

Bonus Skills:

• Strong mathematics and statistics background.
• Experience working with predictive models and personalization frameworks in marketing contexts.
• Strong solutions-oriented and critical thinking mindset.
• Experience using Google Cloud Platform (BigQuery).
• Experience translating requirements into actionable instructions and documentation.
• Experience working individually to meet deliverables with some oversight.