Senior Analyst, Optimization – Paid Media Experimentation

JOB SUMMARY:

The Senior Analyst, Paid Media Experimentation is responsible for the end-to-end design, execution, measurement, and reporting of paid media experiments across Universal Destinations & Experiences, supporting UOR, USH, and new ventures. The role combines deep paid media platform expertise with experimentation, audience strategy, advanced analytics, and financial measurement capabilities to identify and size opportunities, design and execute technically sound experiments, evaluate incremental business impact, and translate results into actionable media and investment decisions.

The Senior Analyst serves as a subject matter expert on paid media experimentation, with a strong understanding of how platform algorithms, campaign structures, targeting and segmentation, bidding strategies, attribution methodologies, and measurement limitations affect test design and results. This role partners across Paid Media, Strategy, Analytics, agencies, platforms, and cross-functional teams to prioritize the testing backlog, activate high-impact tests, and scale learnings across destinations and channels.

Measurement, Analytics & Business Impact

• Own measurement and reporting for paid media experiments, evaluating performance against the approved hypothesis, KPIs, success criteria, and business objectives.
• Analyze test/control performance across spend, revenue, ROAS, CVR, CTR, CPC, CPM, AOV, conversions, EViV/CpEViV, and other relevant metrics to determine incremental impact, statistical significance, efficiency, and key performance drivers.
• Use Meta, Google, Looker dashboards, and enterprise data and reporting sources to monitor performance, validate results, investigate anomalies, and develop executive-ready test readouts.
• Understand and account for differences between platform-reported results and enterprise measurement methodologies, including attribution windows, optimization behavior, audience delivery, and platform-specific reporting nuances.
• Quantify realized financial impact by applying observed performance lift to addressable audiences and media investment and calculating revenue, EBITDA, savings, and other business outcomes to inform scaling decisions.
• Develop and maintain standardized impact-sizing methodologies and tools that translate test results into defensible at-scale financial opportunities for business and Finance review.
• Analyze results across audiences, segments, placements, creative, platforms, destinations, and markets to identify performance drivers and determine where learnings can be scaled or require additional testing.
• Translate complex results into clear recommendations for campaign optimization, audience strategy, creative strategy, media investment, scaling, or future experimentation.

• Own the end-to-end execution of paid media experiments from approved hypothesis through launch, live monitoring, completion, and documentation.
• Maintain advanced working knowledge of Meta, Google Ads/SA360, paid search, paid social, display/programmatic, CTV/OLV, and other applicable media platforms, including campaign structures, experimentation capabilities, audience tools, bidding and optimization algorithms, attribution settings, and reporting limitations.
• Translate approved test designs into detailed execution briefs defining audiences, creative, campaign configuration, measurement requirements, dependencies, responsibilities, and timelines.
• Build or coordinate test audiences and segmentation, including first-party, modeled, affinity, intent, retargeting, prospecting, geographic, and platform audiences; validate suppression, overlap, test/control allocation, and scalability.
• Coordinate execution across internal teams, agency partners, media platforms, Creative, Legal, Analytics, and other required stakeholders.
• Perform comprehensive pre-launch QA of campaign setup, audiences, creative, tracking, traffic allocation, test/control structures, and measurement requirements.
• Monitor live experiments and proactively identify delivery issues, audience contamination, tracking concerns, platform changes, or other factors that could compromise test validity; recommend corrective action or retesting when appropriate.

• Partner with Paid Media, Strategy, Analytics, agency, and business stakeholders to identify optimization opportunities and translate them into clear, testable hypotheses and experimentation…