Principal Data Analyst, Paid Media

Workhuman•Framingham, MA

15d•$145,000 - $170,000

About The Position

Join the Business Analytics team at Workhuman, where we sit at the core of the organization, driving strategy and decision-making through data. We are bringing paid media execution & analytics in-house and seeking a Principal Data Analyst to fully own the in-housing of all analytics and ad operations for our Paid Media strategy across search, social, display, and video. This role will own analytics and ops for advertising programs in Brand, Events, Product, Demand Generation, and ABM and blends deep analytical expertise with hands-on ad operations, ensuring our media data foundation is accurate, privacy-compliant, and actionable. The ideal candidate is intellectually curious, data-driven, technical, and business oriented. They will own the full cycle of paid media measurement—tagging, tracking, integrations, production-grade data models & dashboards, insight generation—while working side-by-side with media buyers to optimize performance and ROI. Their work will connect platform execution to business impact, improve signal quality, and enable smarter targeting, budgeting, and creative decisions across the organization. Applicants must have valid permanent work authorization in the U.S. (e.g., U.S. citizen, permanent resident). We are unable to offer visa sponsorship for this role. What we can offer you: The opportunity to fully own in-housing paid media analytics, foundationally resetting the way Workhuman measures ROI on our digital advertising spend. Direct control over a ground-up build for our paid media analytics engine. Full ownership over maintaining, expanding, and improving our end-to-end infrastructure of data models and dashboards. End-to-end ownership over ad operations & governance to maximize data quality without reliance on other teams – GTM implementation, UTM governance, KPI definitions. The opportunity to join paid media data with the rest of the Workhuman datasets for comprehensive marketing performance insights. Access to cutting-edge tools and technologies, including cloud data warehouses and visualization platforms. Access to granular paid media data to develop multi-touch attribution models, execute incrementality testing, and conduct ad-hoc strategic analysis.

Requirements

Fluency in querying, analyzing, and visualizing big datasets in a cloud computing environment via SQL and building dashboards using data visualization tools.
Demonstrated history of building production-grade data models.
Deep expertise in B2B marketing strategy, digital marketing analytics, and ad operations.
Strong communication & project management skills and a highly collaborative approach to problem-solving.
Hands-on expertise with Google Tag Manager (events, data layers, custom HTML) and 3rd-party pixel implementations.
Strong understanding of UTM standards, attribution models (rule-based and data-driven), and incrementality testing methodologies.
Proven success overseeing the operations and analytics of large scale B2B campaigns
Demonstrated success integrating data across ad platforms, web analytics tools (Heap or GA4), marketing automation (Marketo), and CRM (Salesforce) into a central data warehouse and analytics infrastructure.
Have successfully collaborated with media buyers by translating analytical findings into clear optimization recommendations with measurable positive impact.
Developed and executed a measurement and analysis roadmap, leading to measurable improvements in business performance

Nice To Haves

Experience with dbt is a plus
Experience with CM360, DV360, SA360 or other bid-management tools
Familiarity with Python or similar scripting for data automation
Exposure to MMM concepts and privacy-focused measurement solutions
Relevant certifications such as Google Ads Search, GA4, LinkedIn Marketing Solutions, or Meta Marketing Science Professional.

Responsibilities

Own analytics and ops for advertising programs in Brand, Events, Product, Demand Generation, and ABM
Own the full cycle of paid media measurement—tagging, tracking, integrations, production-grade data models & dashboards, insight generation
Work side-by-side with media buyers to optimize performance and ROI
Connect platform execution to business impact
Improve signal quality
Enable smarter targeting, budgeting, and creative decisions across the organization
Maintain, expand, and improve our end-to-end infrastructure of data models and dashboards
End-to-end ownership over ad operations & governance to maximize data quality without reliance on other teams – GTM implementation, UTM governance, KPI definitions
Develop multi-touch attribution models
Execute incrementality testing
Conduct ad-hoc strategic analysis