Paid Media & Marketing Analytics Strategist

Alliance Franchise Brands•Plymouth, MI

11h•Hybrid

About The Position

The Paid Media & Marketing Analytics Strategist is the subject matter expert for paid media strategy, performance marketing, and marketing analytics across Alliance Franchise Brands’ portfolio of franchise brands. The role manages national paid media agency partnerships, supports local paid media needs and troubleshooting, oversees performance measurement and reporting frameworks, and supports implementation and governance of marketing analytics platforms. Working with Brand Marketing, Digital Marketing, Business Intelligence, and external agency partners, the strategist helps optimize marketing investments, improve lead generation, and increase reporting visibility. The role is the primary escalation point for paid media performance concerns and provides recommendations supporting franchise growth objectives. The position leads national paid media programs across five franchise brands and manages three national agency relationships. It monitors campaigns, budgets, and performance; administers analytics platforms; maintains tracking and reporting integrity; develops reports and dashboards; and provides actionable analysis and budget recommendations. It also serves as a resource for Brand Managers and collaborates across internal teams and external partners to maintain an effective marketing technology ecosystem. The work environment is professional and team-oriented, with a hybrid schedule requiring at least three days each week in the office. The role involves prolonged periods sitting at a desk and working on a computer, and lifting up to 15 pounds at times. Standard business hours apply, although some overtime may be required to meet deadlines or manage unexpected issues. Travel is minimal, less than 10%, with possible travel to the annual Franchise Member convention.

Requirements

Bachelor’s degree in Marketing, Business Administration, Analytics, Communications, or a related field.
At least 5 years of experience in paid media, digital marketing, marketing analytics, or marketing operations.
Proven experience managing agency relationships and performance-based marketing programs.
Strong understanding of paid search, paid social, programmatic advertising, digital marketing measurement, attribution modeling, and conversion tracking.
Experience analyzing marketing performance data and making strategic recommendations that improve lead generation and business outcomes.
Experience with Google Analytics 4, Google Ads, Meta Ads Manager, dashboarding platforms, and marketing technology ecosystems.
Experience managing marketing technology platforms, user permissions, and platform administration.
Experience collaborating with Business Intelligence, technology, or data teams on reporting and dashboard initiatives.
Proficiency in Microsoft Office.
Excellent communication, relationship-management, and interpersonal skills, including the ability to bridge technical and non-technical stakeholders.
Strong analytical thinking and the ability to turn complex marketing data into actionable recommendations.
Strategic and creative problem-solving ability, with a results-driven focus on lead generation, return on investment, and continuous improvement.
Strong project management, organizational, collaboration, and multitasking skills.
Attention to detail and commitment to data accuracy and reporting integrity.
Customer-service orientation and commitment to Franchise Member success.
Please provide Google certification IDs in the resume, where applicable.

Nice To Haves

Experience in franchising or a multi-brand environment.
Ad agency and B2B marketing experience.
Experience with Monday.com and Teams.
Experience with Microsoft Fabric, Power BI, and TSQL.
Experience with the Fivetran integration platform.

Responsibilities

Collaborate with marketing leadership to develop national and local paid media and analytics strategies aligned with organizational and franchise growth objectives.
Identify performance trends, competitive insights, and emerging digital marketing opportunities to improve lead generation and marketing effectiveness.
Use marketing performance data to recommend improvements to marketing investments and business results.
Help establish reporting standards, measurement frameworks, platform governance, and analytics best practices across brands.
Lead national paid media programs across five franchise brands and manage relationships with three national paid media agency partners.
Monitor campaign budgets, pacing, lead generation, and KPIs across paid search, paid social, display, and emerging digital channels.
Evaluate media performance and recommend improvements to lead quality, conversion rates, and return on marketing investment.
Act as the primary escalation point for Brand Managers on paid media performance, reporting concerns, and optimization opportunities.
Collaborate with agencies and internal stakeholders to identify, test, and implement performance improvements.
Ensure agency partners follow platform governance standards, reporting requirements, access controls, and brand guidelines.
Implement, administer, and optimize marketing analytics platforms, including Google Analytics 4, tag management systems, and dashboarding platforms.
Partner with Digital Marketing to configure and maintain website analytics, conversion tracking, attribution, and reporting.
Troubleshoot tracking, tagging, attribution, and reporting issues across paid and owned marketing channels.
Manage user access and permissions across marketing technology and analytics platforms.
Maintain data accuracy, consistency, and documentation across reporting systems and marketing platforms.
Evaluate technologies, integrations, and reporting capabilities that could improve marketing performance visibility.
Develop and maintain recurring performance reports and dashboards for Home Office stakeholders.
Analyze marketing data from multiple sources and translate findings into actionable business recommendations.
Identify trends, anomalies, opportunities, and concerns affecting marketing performance.
Collaborate with Business Intelligence to improve reporting accuracy, dashboard functionality, and data accessibility.
Support franchise-facing reporting initiatives and provide insights on marketing effectiveness.
Monitor paid media investment and marketing program effectiveness across supported brands.
Recommend budget allocation, optimization opportunities, and performance improvements.
Partner with Brand Marketing, Digital Marketing, Business Intelligence, and agency partners to support marketing strategies with data and reporting.
Serve as a resource for Brand Managers on paid media, analytics, reporting, and digital marketing best practices.
Resolve internal stakeholder questions about marketing performance, reporting, and platforms.
Communicate marketing performance results and recommendations to audiences throughout the organization.
Work with internal and external partners to maintain a reliable and effective marketing technology ecosystem.