Sr Data Analytics Mgr. Paid Media Campaigns

ServiceNow•San Diego, CA

1d•Hybrid

About The Position

As our Senior Data Analytics Manager, you'll bridge paid media performance and business outcomes, partnering closely with marketing leadership to drive smarter budget allocation and buying group engagement. You'll own the measurement strategy for paid media campaigns, answering critical questions: How do we allocate budget across channels to maximize pipeline impact? How do we measure and optimize buying group engagement? What content and tactics drive results? You'll translate complex data into clear, actionable recommendations that shape channel strategy, audience targeting, and investment decisions. You'll proactively surface measurement gaps and opportunities, propose solutions, and establish the frameworks and standards that enable everyone to move faster and smarter—acting as a trusted advisor to leadership while balancing optimization with the strategic imperative of reaching decision-makers at scale.

Requirements

7+ years of experience in B2B marketing analytics, performance analytics, or related fields, with demonstrated seniority in driving strategic analytics initiatives across multiple concurrent programs
Proven track record of owning measurement strategy and KPI governance at a program or portfolio level; experience navigating high-impact, ambiguous problems with no prescribed solution
Demonstrated ability to connect paid media performance to business outcomes, specifically pipeline contribution and account engagement
Advanced proficiency in SQL for data analysis, manipulation, and measurement framework design
Deep understanding of AdTech platforms and campaign tracking
Experience with Python or AI-driven processes for advanced analytics, insights generation, and process automation
Demonstrated expertise in defining measurement frameworks, KPI governance, and driving stakeholder alignment across competing interests in matrixed organizations
Exceptional data storytelling and executive communication skills with proven ability to influence strategy through insights and context; comfort translating complexity into clear narratives
Experience managing and driving cross-functional team presentations that tell compelling performance stories and surface actionable insights

Nice To Haves

Experience with Account-Based Marketing (ABM) measurement and measurement strategy at scale across multiple accounts and buying groups
Deep hands-on experience designing, interpreting, or improving Media Mix Modeling (MMM) and multi-touch attribution models
Familiarity with media agency partnerships and media performance governance; experience managing vendor relationships and driving measurement standards across partners like agencies
Experience with Python or AI-driven processes for advanced analytics, insights generation, and process automation
Understanding of buying group dynamics and experience measuring influence and engagement across multiple decision-makers within accounts

Responsibilities

Own the end-to-end measurement strategy for paid media campaign performance and buying group engagement across multiple concurrent programs; drive decisions that impact budget allocation, channel mix, and audience targeting
Define and standardize KPIs that connect paid media activity to pipeline and buying group progression; establish measurement frameworks and govern taxonomy with the media team and the agency to ensure data quality and consistency
Proactively identify measurement gaps, risks, and opportunities; propose solutions and measurement approaches before being asked; drive clarity and standards in a fast-changing environment
Synthesize campaign performance data from multiple sources to uncover key drivers and translate insights into clear, actionable recommendations
Interpret results from attribution models and Media Mix Modeling to inform strategic budget reallocation decisions; partner with data science teams to operationalize advanced measurement approaches
Deliver insights that directly inform program investment, channel strategy, and buying group targeting priorities, with accountability for the business impact of those decisions, not just report delivery
Navigate ambiguous, high-impact problems where there is no prescribed solution; demonstrate sound judgment in recommending measurement approaches based on business priorities and constraints
Influence peers, managers, and cross-functional leaders by using data and sound judgment to test assumptions; Letting insights drive decisions, not intuition
Collaborate with the media agency and the Media Center of Excellence team to improve measurement maturity, data quality, and decision-making velocity
Support Test and Learn program design by providing performance baselines, measurement guidance, and accountability for test results and learnings
Lead program management through executive presentations and data-driven storytelling; translate measurement findings into clear strategic direction and guide stakeholders toward informed decisions