JOB SUMMARY

The Senior Analyst, for Media under the Demand Generation Analytics team is responsible for measuring and optimizing the effectiveness of audience targeted media campaigns leveraging 1st and 3rd party data  for the Inspire Brands portfolio. This role will also measure impact of media on brand KPIs and establish links to business outcomes.  This person will track competitive media activity to identify new trends, opportunities, and threats. We’re seeking highly engaged media analytics professional with a proven track record of developing creative measurement approaches to drive media optimization. The successful candidate is passionate about understanding consumer perception and ensuring we have the right tools in place to capture it. They can deploy creative analytic approaches to link changes in consumer perception to business metrics.

DUTUES AND RESPONSIBILITIES

• Lead measurement strategy to quantify impact of audiences targeted media leveraging both 1st and 3rd party data (via Clean Room). Develop innovative approaches to measure media impact within walled gardens

• Implement and maintain measurement approaches for all media channels including TV, OLV, OOH, Display, Social, Radio, Search and Partnerships

• Work closely with Consumer Insights, Customer Analytics, Data Science, Marketing and Media teams to develop learning agendas, media strategy, and measurement approaches

• Show impact of targeted campaigns vs. non-targeted media campaigns

• Perform analysis to establish links between marketing KPIs and business outcomes

• Build dashboards to communicate and analyze trends consumer sentiment, marketing KPIs, competitive marketing initiatives, competitive spend, and show how all link to business outcomes.

REQUIRED KNOWLEDGE, SKILLS or ABILITIES

• Strong understanding of CDPs and Clean Room technologies to reach target consumers and measure media success based on treated vs. control methodologies
• Understanding of media measurement approaches including foot traffic, customer panels and walled garden approaches
• Familiarity of various media measurement solutions and vendors spanning TV, CTV, Video, Social, Display and OOH to optimize across media partners, creative and targeting.
• Strong analytical skills to establish links between marketing KPIs and business outcomes
• Strong storytelling skills, ability to synthesize results and capture insights to make recommendations clearly to cross-functional teams
• Interest in traditional and social media and its inner workings
• Team-oriented attitude and willingness to pitch in whenever needed
• Demonstrated ability to collaborate successfully and build relationships with internal teams, suppliers and agencies is required

EDUCATION REQUIREMENT

Bachelor’s Degree (preferably in Engineering, Statistics, Economics, Business or Mathematics) 

EXPERIENCE REQUIREMENT

• 3-5 years’ experience with various media measurement tools including media mix modeling, brand lift studies, digital attribution, and foot traffic measurement

• 1-2 years of experience with ETL tools to create automated processes to aggregate media spend and impression data from media partners
• 2-5 years of experience with Dashboard tools such as Tableau, MicroStrategy or Google Data Studio to automate reporting processes

• 1+ year with SQL or other database querying language

 

Inspire Brands is a multi-brand restaurant company whose portfolio includes more than 32,000 Arby’s, Baskin-Robbins, Buffalo Wild Wings, Dunkin’, Jimmy John’s, and SONIC restaurants worldwide.

We’re made up of some of the world’s most iconic restaurant brands, but we’re much more than just a restaurant company. We’re a team of hundreds of thousands who individually and collectively are changing the way people eat, drink, and gather around the table. We know that food is much more than a staple—it’s an experience. At Inspire, that’s our purpose: to ignite and nourish flavorful experiences.