Principal Analyst, Paid Search Analytics

GEICO•Bethesda, MD

7d•$146,575 - $229,600

About The Position

GEICO is seeking a hands-on analytics expert to measure and optimize paid search investment across Google, Microsoft, and emerging search platforms. The Principal Analyst will turn analysis into weekly optimization decisions for Search and Performance Marketing, shape the paid search scorecard and testing approach, and establish standards for how search performance is measured. The role reports to the Director, Performance Analytics and partners with Performance Marketing, SEO/AEO analytics, vertical search and aggregator analytics, Finance, Business Intelligence, and agency and measurement partners. The analyst will spend substantial time building and interpreting tests, monitoring performance, modeling bids and budgets, and making recommendations, while also advising senior leaders. Key challenges include measuring incremental impact, reconciling attribution sources, detecting anomalies, improving bidding and budget efficiency, and assessing local and competitive performance. First-year outcomes include establishing a standard scorecard, real-time anomaly alerts and a weekly optimization rhythm, a tested view of branded and non-branded incrementality, an agreed attribution approach, and automated recurring reporting.

Requirements

Bachelor’s degree in a quantitative field such as Statistics, Mathematics, Economics, Data Analytics, Data Science, Computer Science, or a similar field.
At least 7 years of experience in marketing analytics, with deep experience in paid search or performance marketing measurement.
Recent hands-on delivery of analysis, including designing and interpreting incrementality or test-and-control measurement; oversight-only experience is insufficient.
Expert SQL skills and working proficiency in Python or R for analysis and workflow automation.
Hands-on knowledge of search platforms and tools such as Google Ads, Search Ads 360, and Microsoft Advertising, and of bidding and budget optimization.
Working proficiency in BI tools, with Power BI strongly preferred, and ability to adapt quickly to new tools and platforms.
Experience with forecasting, attribution, marketing mix model outputs, and reconciling different measurement sources.
Track record of presenting to senior leadership and influencing decisions with analytical insight.

Nice To Haves

Experience in Property & Casualty insurance or another high-consideration, direct-response category such as financial services.
Advanced degree (MS, MBA, or similar) in a quantitative or analytical field.
Experience with causal inference methods such as matched comparisons, difference-in-differences, or synthetic control.
Experience with cloud-based data platforms; BigQuery and/or Snowflake preferred.
Experience using AI tools to improve workflow productivity and analytical quality.
Experience coaching and developing other analysts.

Responsibilities

Serve as an analytics thought partner to Search and Performance Marketing leaders, anticipating needs and proactively providing insights.
Own paid search measurement strategy, including the performance scorecard, KPI definitions, and standards for measuring incremental impact on inquiries, new business, and cost per acquisition.
Design, run, and interpret incrementality and test-and-control studies, including holdouts, geographic experiments, and quasi-experimental methods; explain the limitations of each method.
Monitor performance daily and weekly, build anomaly detection and alerting, investigate changes in volume or cost, and recommend timely action.
Analyze keywords, queries, audiences, bid strategies, and budget allocation across Google, Microsoft, and other search platforms; recommend changes and measure results.
Lead search spend and volume forecasting and pacing, and contribute results to the monthly reforecast with Marketing Investment Analytics.
Reconcile search performance across platform reporting, first-party data, and marketing mix model outputs, and align partners on an attribution approach.
Coordinate with SEO/AEO, vertical search and aggregator, and Mid/Low Non-Search analytics to create a consistent view across demand-capture channels.
Work with agency and measurement partners on data needs, reporting standards, and day-to-day performance questions.
Partner with Business Intelligence to automate recurring reporting and evaluate tools, including automation and AI, to improve speed and quality.
Present and defend analytical approaches to senior marketing leadership, communicating unwelcome findings clearly and diplomatically.
Explain drivers of change over time across outcomes and communicate the narrative to stakeholders.