Senior Analyst, Insights & Paid Media

What You'll Do We are seeking a Senior Analyst, Insights & Paid Media to help build, manage, and scale the measurement and insight capabilities that power our paid media investment. This role owns performance analysis across paid channels and turns spend and campaign data into clear, actionable insight that improves customer acquisition, conversion, efficiency, and return on investment. This role spans both channel-level performance, including paid search, paid social, and display optimization and spend efficiency, and full-funnel media analysis, including media mix, attribution, and incrementality. The person in this role will ensure paid media decisions are grounded in trustworthy data and will translate that data into recommendations that improve how and where we invest. This person will also help advance the AI transformation of the marketing group by identifying and operationalizing AI-enabled use cases that improve bidding and budget optimization, audience targeting, creative testing, and automated insight generation. The ideal candidate combines strong analytical rigor, performance-marketing fluency, and hands‑on execution skills. They bring a test-and-learn mindset, technical fluency with media platforms and analytics tooling, and curiosity about how AI can make media investment smarter and more efficient. They are not only an analyst; they are a partner who helps the marketing organization invest faster, learn smarter, and scale what works. #LI-Remote What Your Responsibilities Will Be Paid Media Performance and Optimization Own reporting and analysis across paid channels, including paid search, paid social, display, video, and programmatic, providing a holistic view of how channels perform in tandem. Analyze performance metrics such as CTR, CPC, CPA, conversion rate, ROAS, and pacing to diagnose root causes of trends and identify optimization opportunities. Provide optimization recommendations and actionable insights to channel leads based on performance data, including budget allocation and bid‑strategy guidance. Deliver performance projections and budget recommendations at multiple levels, including account, market, campaign, channel, and product line. Support QA of tracking, tagging, pixel implementation, and landing‑page measurement to ensure data accuracy. Full‑Funnel Measurement, Attribution, and Insights Analyze the full‑funnel impact of paid media, connecting spend and channel performance through to pipeline and revenue. Support media mix analysis, attribution, and incrementality testing to assess true contribution and guide investment decisions. Design and maintain dashboards and reporting frameworks that communicate the impact of paid media on overall business KPIs. Translate business questions into structured analyses, testing plans, and clear recommendations. Deliver compelling data stories and present findings and recommendations to non‑technical audiences and senior stakeholders. Testing and Experimentation Support a structured approach to paid media testing, including test design, brief development, and coordination with creative, web, and analytics teams. Design and analyze A/B and audience, creative, and channel tests, defining success metrics, guardrails, and analysis plans. Ensure tests are structured to generate reliable, actionable insights, and account for risks such as audience overlap, seasonality, and statistical power. AI‑Enabled Media and Insights Identify and operationalize AI use cases that improve bidding and budget optimization, audience targeting, creative testing, and automated insight and reporting. Partner with Analytics, Data Science, and channel teams to activate AI‑enabled media capabilities such as predictive audiences and automated performance insights. Support responsible use of AI in media, including human review, brand consistency, privacy, compliance, and performance validation. Cross‑Functional Partnership Serve as a hands‑on performance and insights partner for teams across Demand Generation, Web, Lifecycle Marketing, Product Marketing, Creative, Marketing Operations, and Revenue Operations. Partner with Analytics, Data Science, Legal, and Privacy teams to ensure measurement is feasible, accurate, compliant, and scalable. Educate marketing teams on paid media measurement, testing best practices, and the interpretation and application of insights. Help create a culture of data‑driven, test‑and‑learn decision‑making across the marketing organization. What You'll Need to be Successful Required Qualifications 8+ years of experience in paid media, performance marketing, digital marketing analytics, marketing analytics, or related roles. Strong hands‑on experience analyzing and optimizing paid media campaigns across channels such as paid search, paid social, display, video, or programmatic. Advanced knowledge of media platforms such as Google Ads, Microsoft Advertising, Meta/Facebook Business Manager, LinkedIn, and DSPs. Strong analytical skills and comfort working with data to assess performance, diagnose issues, and make recommendations. Proficiency with analytics and visualization tools such as Google Analytics, Tableau, Looker, Power BI, and advanced Excel. Strong understanding of media metrics and measurement concepts, including CPA, ROAS, attribution, incrementality, sample size, and statistical significance. Ability to translate business questions into testable hypotheses, structured analyses, and actionable insights. Strong communication skills, with the ability to convey complex performance data clearly to non‑technical and senior stakeholders. Preferred Qualifications Experience in B2B SaaS, technology, fintech, compliance, data, or enterprise software. Experience supporting both digital‑led and sales‑assisted go‑to‑market motions. Familiarity with SQL, Python, or R for data extraction and analysis. Experience with media mix modeling, multi‑touch attribution, or incrementality testing. Experience using AI‑enabled media tools, automated bidding, or predictive audience and decisioning capabilities. Relevant certifications such as Google Ads, Google Analytics, or Meta Blueprint. Experience creating measurement playbooks, testing frameworks, documentation standards, or training materials. Pay Range Details The base pay range(s) below are provided in compliance with state specific laws. Pay ranges may be different in other locations. Colorado $136,400 - $225,000 [annually] Washington $136,400 - $248,600 [annually] California $136,400 - $272,500 [annually] NYC $150,800 - $272,500 [annually] The pay range above is the general base pay range for a successful candidate in the state listed. The successful candidate’s actual salary/wage may be based on various factors, such as geographic location, candidate experience and qualifications, as well as market and business considerations. This role is eligible for an annual bonus based on individual and company performance, depending on the terms of the applicable plan and the employee’s role. Avalara is an AI‑first Company AI is embedded in our workflows, decision‑making, and products. Success here requires embracing AI as an essential capability. You’ll bring experience using AI and AI‑related technologies, ready to thrive here. You’ll apply AI every day to business challenges - improving efficiency, contributing solutions, and driving results for your team, our company, and our customers. You’ll grow with AI by staying curious about new trends and best practices, and by sharing what you learn so others can benefit too. How We’ll Take Care of You Total Rewards In addition to a great compensation package, paid time off, and paid parental leave, many Avalara employees are eligible for bonuses. Health & Wellness Benefits vary by location but generally include private medical, life, and disability insurance. Inclusive culture and diversity Avalara strongly supports diversity, equity, and inclusion, and is committed to integrating them into our business practices and our organizational culture. We also have a total of 8 employee‑run resource groups, each with senior leadership and exec sponsorship. What You Need To Know About Avalara We’re defining the relationship between tax and tech. We’ve already built an industry‑leading cloud compliance platform, processing over 54 billion customer API calls and over 6.6 million tax returns a year. Our growth is real - we're a billion dollar business - and we’re not slowing down until we’ve achieved our mission - to be part of every transaction in the world. We’re bright, innovative, and disruptive, like the orange we love to wear. It captures our quirky spirit and optimistic mindset. It shows off the culture we’ve designed, that empowers our people to win. We’ve been different from day one. Join us, and your career will be too. We’re An Equal Opportunity Employer Supporting diversity and inclusion is a cornerstone of our company — we don’t want people to fit into our culture, but to enrich it. All qualified candidates will receive consideration for employment without regard to race, color, creed, religion, age, gender, national orientation, disability, sexual orientation, US Veteran status, or any other factor protected by law. If you require any reasonable adjustments during the recruitment process, please let us know. #J-18808-Ljbffr Avalara, Inc.