Paid Media & Marketing Performance Analyst

Experience: 23 years (min. 2 years hands-on) Location: Chennai Function: Marketing Analytics, Attribution & Insights Ops

Role Purpose

Be the central nervous system for Marketing. Audit and connect data across all roles to quantify spend activity outcomes. Report ROI, CTR, CVR, brand visibility, assisted revenue, and pinpoint exactly what's working (and what's not). Ship clear daily/weekly/monthly/bimonthly/quarterly/half-yearly/annual reports and drive action with experiment roadmaps.

What You'll Own

Full-Funnel Measurement & Attribution

• Define source-of-truth metrics for paid, social, SEO, content, influencer/affiliate, email/WhatsApp, events/OOH, website.
  
  
• Maintain channel + campaign taxonomy, UTMs, naming conventions, and data dictionary.
  
  
• Own attribution views: last-click, position-based, time-decay + assisted conversions, and geo/holdout or incrementality tests.
  

Dashboards & Reporting (Cadence & Audience-Specific)

• Daily: Health & spend pacing, tracking QA, anomalies, red flags.
  
  
• Weekly: Channel scorecards (Spend, Impr, CTR, CPC, CVR, CPA/ROAS, AOV, LTV), top/worst creatives, search terms, placements.
  
  
• Monthly: ROI/Profitability by channel/campaign/SKU, assisted paths, cohort/RFM, seasonality notes.
  
  
• Bimonthly/Quarterly: Trendlines, test learnings, budget re-allocation, forecast vs. actuals.
  
  
• Half-Yearly/Annual: Growth decomposition (traffic vs CVR vs AOV), brand visibility (SoV/organic + direct), MMM/MTA summary, roadmap.
  

Experimentation & Causality

• Build a test backlog with hypotheses, impact sizing, and owners (roles 17).
  
  
• Design A/B and lift tests (power, sig), geo splits for OOH & influencers; run pre-post for programmatic/CTV.
  

Data Quality & Tagging

• Own GA4/GTM event schema; pixels (Meta/Google/TTD/CM360), CAPI/server-side with Dev; deduping; consent mode.
  
  
• Routine QA (Tag Assistant, Pixel Helper), funnel/event audits, broken link/404 alerts.
  

Insights Actions

• Translate findings into clear actions: pause/scale, new audiences, creative briefs, feed fixes, offer strategy, LP/PDP CRO, bot/flow tweaks, vendor renegotiations.
  

Stakeholder Enablement

• Run a weekly Insights Standup; maintain a Notion/Doc hub with dashboards, definitions, and playbooks.
  
  

Requirements

Core Responsibilities by Channel/Role

• (Commerce & Media Buying): ROAS/TACOS, feed approval %, CTR/VCR/viewability, SPO quality, PMP efficiency, Buy Box %.
  
  
• (Design/Shopify UX): LP/PDP CVR & ATC, scroll depth, click-map, Core Web Vitals correlation with CVR.
  
  
• (Video): Thumb-stop, WTR, CPV/CPCV, hook retention curves; video vs static CPA delta.
  
  
• (Copy/Content): CTR, LP time on page, headline/offer test win-rate, SEO impressions/clicks & local performance.
  
  
• (Full-Stack Dev): Tracking accuracy, event fire rates, CAPI match, page speed vs CVR.
  
  
• (Email/WhatsApp): Flow revenue %, campaign revenue, opt-in/opt-out, reply rate, repeat rate, LTV, churn; bot-assisted orders.
  
  
• (Influencer/Offline): Creator/affiliate revenue, CAC/CPA, attribution integrity (UTM/code), event footfallleadbooking conversion; OOH PoP compliance.
  

Tool Stack (you should already use most)

• Analytics & BI: GA4, Looker Studio, Data/BI connectors (Supermetrics/Composer), BigQuery (nice), Sheets/Excel (QUERY, PIVOT, REGEX).
  
  
• Tagging & Tracking: GTM, Google Ads tags, Meta Pixel + CAPI, CM360 Floodlights, DV360, TikTok/LinkedIn pixels.
  
  
• Ad Platforms: Google Ads, Meta, YouTube, DV360/TTD, Amazon/Flipkart Ads.
  
  
• E-com & CRM: Shopify analytics, Zoho CRM/Campaigns/Flows; WhatsApp BSP stats.
  
  
• Qual & UX: Hotjar/Clarity, Survey/NPS tools.
  
  
• ETL (nice): Airbyte/Stitch, Apps Script; SQL/Python for ad-hoc analysis.
  
  
• Offline/Influencer: Aspire/Modash/Grin metrics, Refersion/Impact/Affiliate dashboards; OOH PoP geo-photo tools.
  
  

Certifications (Preferred)

• GA4 Certification
  
  
• Google Ads Measurement & Campaign Manager 360 basics
  
  
• Meta Media Planning/Buying
  
  
• SQL/BigQuery or Data Analytics cert (nice), CXL Experimentation (nice)
  

Must-Have 2+ Years Hands-On (Hard Screen)

• Building multi-channel dashboards (GA4 + ad platforms) and shipping actionable weekly insights that improved ROAS/CAC.
  
  
• Implementing/QA-ing GTM/GA4/CAPI with proven fixes to broken tracking.
  
  
• Designing and reading A/B or lift tests; writing clear recommendations that teams shipped.
  
  
• Producing offline & influencer attribution with UTMs/codes and post-event conversion views.
  
  
• Creating taxonomy + data dictionary and enforcing UTM hygiene across teams.
  

KPIs (You Own)

• Tracking Accuracy (% correct event fires, CAPI match rate, zero-data-loss uptime)
  
  
• Speed to Insight (time from datadecision), Experiment Win Rate
  
  
• Revenue Efficiency: ROAS, CAC, MER, assisted conversions
  
  
• Retention/LTV: repeat rate, time-to-second purchase, LTV/CAC
  
  
• Creative & Content Impact: CTR, WTR, CVR changes attributed to new assets
  
  
• Offline/Influencer: cost per footfall/lead, bookings & revenue attributed, PoP compliance %
  
  
• Report Cadence SLA: on-time daily/weekly/monthlyannual packs with exec summaries
  

Deliverables (Templates You'll Maintain)

• Daily Health Dashboard (pacing, anomalies, tracking)
  
  
• Weekly Channel Scorecards (role-wise insights + actions)
  
  
• Monthly ROI Pack (profitability by channel/SKU/campaign, assisted paths)
  
  
• Quarterly Growth Review (decomposition, budget shifts, roadmap)
  
  
• Influencer/OOH Event Reports (PoP, footfallrevenue funnel)
  
  
• Data Governance Kit (taxonomy, UTMs, data dictionary, QA checklist)
  
  
• Experiment Log (hypothesis, design, results, decision)