Develop and implement advanced marketing measurement models, including Media Mix Modeling (MMM) and Multi-Touch Attribution (MTA), to evaluate and improve ROI across channels (search, social, display, etc.).
Analyze campaign performance using data from Google Analytics, Meta Ads (Facebook/Instagram), and other sources to provide insights on channel effectiveness and customer behavior.
Apply view-through attribution modeling for display and social campaigns to credit conversions from ad views (not just clicks).
Design and execute experiments (e.g., A/B tests) to measure campaign lift and optimize marketing spend.
Collaborate with cross-functional teams (Marketing, Data, Product) to translate findings into strategic recommendations and actionable plans.
Communicate insights and reports to stakeholders, guiding data-driven decision-making for marketing and budgeting.
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