Principal Analyst, Paid Search Analytics

GEICO•New York City, NY

About The Position

GEICO is hiring a hands-on Principal Analyst, Paid Search Analytics, on its Marketing Analytics team. The analyst will measure and optimize paid search investment across Google, Microsoft, and emerging search platforms, turning analysis into weekly optimization decisions for Search and Performance Marketing. 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 shape the paid search scorecard, testing approach, and measurement standards. The work includes building and interpreting experiments, monitoring campaign performance, modeling bids and budgets, and advising senior leaders. Key challenges include measuring search incrementality, reconciling platform, first-party, and marketing mix model data, detecting performance or tracking anomalies, improving bidding and budget efficiency, and understanding local and competitive effects. Success in the first year includes putting a standard paid search scorecard into use; establishing real-time anomaly alerts and a weekly optimization rhythm; developing a tested view of branded and non-branded incrementality; aligning stakeholders on an attribution approach; and automating recurring search reporting with Business Intelligence.

Requirements

Bachelor’s degree in a quantitative field such as Statistics, Mathematics, Economics, Data Analytics, Data Science, or 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, and marketing mix model outputs, including reconciling different measurement sources.
Proven ability to present to senior leadership and influence decisions with analytical insight.

Nice To Haves

Experience in Property & Casualty (P&C) 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 delivering 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, geo experiments, and quasi-experimental methods using observational data; communicate 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 outcomes.
Lead forecasting and pacing for search spend and volume, 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 teams 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.
Evaluate tools, including automation and AI, to improve analytical speed and quality.
Present and defend analytical approaches to senior marketing leadership, communicating unwelcome findings clearly and diplomatically.
Explain drivers of change over time in outcomes and communicate the narrative to stakeholders.