Senior Analyst, Paid Media Analytics

Sr. Analyst, Paid Media

At NASCAR, you will find a community of passionate individuals who care about our sport and are united in seeing it grow.

NASCAR seeks a talented professional to join in the position of Sr. Analyst, Paid Media based in either our Daytona Beach, Florida or Charlotte, North Carolina office.

The Sr. Analyst, Paid Media is a data-driven marketing strategist responsible for optimizing digital advertising campaigns across platforms like Google Ads, Meta (Facebook/Instagram), TikTok, and programmatic networks. This role will translate complex data into actionable insights, manage budgets, and oversee testing frameworks to maximize Return on Investment (ROI) and customer acquisition. The Senior Analyst will partner closely with business stakeholders and campaign strategists to bring marketing programs to life, supporting initiatives that drive ticket sales, increase digital product engagement, and boost race tune-in.

Duties include but are not limited to:

• Collaborate with Media & Product Marketing to develop the measurement, analysis, and optimization of our paid media campaigns across traditional and digital channels
• Work closely with our agencies to ensure our paid media investments are delivering maximum impact through data-driven decision-making to harness the power of paid media data to influence strategy and deliver measurable results
• Continuously monitor media / advertising campaign performance including campaign structure, media selection, and creative performance
• Develop and implement analytical frameworks to evaluate paid media campaign performance across multiple channels
• Lead the measurement of KPIs, conversion tracking, and attribution models to accurately assess campaign success
• Collaborate with media agencies to provide insights that inform campaign strategy, targeting, and budget allocation
• Liaise with other marketing analysts to understand the interdependence and overall impact of various initiatives
• Utilize tools such as Customer Journey Analytics, Tableau, and platform-specific dashboards to create comprehensive reports
• Conduct deep-dive analyses to identify trends, opportunities for optimization, and areas of underperformance
• Support A/B testing and experimentation efforts to improve creative, audience targeting, and bid strategies
• Stay current with industry trends, new features, and best practices in paid media and analytics tools
• Travel: Approximately 10%, including select weekends and events.

Required skills / experience:

• Bachelor's degree (B.A.) from a four-year college or university.
• Minimum of three (3) years of experience in direct-to-consumer lifecycle and/or digital channel marketing operations and analytics.
• Minimum of two (2) years of direct experience with analytics and marketing automation tools, with Adobe suite experience (Journey Optimizer, Analytics, Customer Journey Analytics) preferred.
• Strong written and verbal communication skills required, with an ability to earn trust with internal and external stakeholders.
• Strong attention to detail, with an ability to successfully test and ensure marketing campaign integrity prior to launching.
• Strong capabilities in data manipulation and visualization. SQL, Python, or experience with BI tools (Tableau, Customer Journey Analytics) are highly preferred.
• Ability to analyze the effectiveness of paid media marketing channels, contextualize results against broader business performance, and make data-driven decisions.
• Proficient in using SQL to perform data joins, aggregations, and subqueries for business operations.
• Excellent project management and organizational skills with high attention to detail.
• Proficiency in PowerPoint and Excel, with an ability to present concise and clear information on lifecycle campaign performance.
• Self-motivated, proactive, and passionate about sports and marketing.