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Marketing Manager Data and Optimization - PayPal


New York, New York
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Job Details

At PayPal Marketing, we have built an internal shared services team to help plan, execute, measure, optimize, and report digital campaigns for a variety of marketing stakeholders across the business. The Paid Digital and Optimization Manager role will collaborate with Display, Paid Social, and Paid Search channel leads in an ongoing endeavor to increase the health of digital programs by supporting data & analytics, and uncovering proactive insights for digital campaigns . The Paid Channel Optimization (PCO) team works with a team of digital channel strategy leads (CDI), which in turn support the marketing needs of stakeholders across all LOB. This role will report to the Sr Manager of Paid Channel Optimization. The ideal candidate for this role will have several years agency-side experience in supporting the data-driven optimization and analysis of paid media along with a strong knowledge of today's digital ecosystem. He/she must demonstrate an expert-level understanding of digital data tracking, spanning site-side and ad-side (tag management, conversion/event tagging, ad tagging, etc.). This candidate must have a compassion for data-driven analysis and insights, and an affinity for the proactive discovery, communication & visualization of those insights. He/she must be adept in data querying/programming language.


Job Responsibilities

  • Partner in evaluating optimization plans and KPI considerations for launching new campaigns and improving existing core campaigns
  • Proactively query and analyze data for actionable insights across internal and external data platforms (including Teradata, DCM, GA, Moat, and others)
  • Conduct and coordinate deeper cohort analysis to uncover unique customer profiles and behaviors that can be translated and leveraged for strategic and optimization purposes
  • Collaborate with Paid Channel leads in the analysis and transition to multi-touch attribution modeling
  • Partner with agency and paid channel leads on tactical-level performance, and help to translate these insights into actionable optimization plans
  • Develop data views and visuals to assist in executive reporting and storytelling of digital channel health and performance
  • Cross-functional collaboration with Product, Analytics and Data Science partners to coordinate data and analytics projects for PCO and CDI teams
  • Building and enhancing reporting infrastructures and templated data visuals/dashboards
  • Manage junior analysts in the endeavors noted above


Required Skills

  • 5-10 years of experience in Marketing and Analytics related roles
  • Expert-level experience and proven knowledge with Google Analytics and Double Click Campaign Manager
  • DCM and general DoubleClick experience ==> The role will spend a great deal of time proactively compiling insights using the various reporting tools offered through DCM, and working with paid channel leads to translate insights into actionable optimization plans
  • An affinity for developing strong data visuals, and the proven ability to develop slides that effective communicate the story to any level of business
  • Demonstrated understanding of database systems/platforms, data taxonomy, data transfer
  • Required Experience with SQL, Teradata, and Tableau
  • Desired experience with ETL, Python & other forms of scripting, and digital platform data architecture
  • The following areas should resonate with the right candidate: Forecasting, channel yield and optimization, marketing funnel analysis, incrementality, segmentation, search intent, data validation, viewability and engagement metrics, customer identity mapping
  • Digital Marketing Platform/Tools Experience: Ad serving and ad trafficking, multi-touch attribution, Programmatic display, Paid Search, Mobile channels
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