Sr Data Analytics Mgr. Paid Media Campaigns

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Role summary: 

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. 

What you’ll do:

Own the measurement strategy & campaign tracking:

• 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 insights into actionable plans:

• 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 

Strategic influence & cross-functional partnership: 

• 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 

Required: 

• 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 

Preferred:

• 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 

For positions in this location, we offer a base pay of $139,900 - $244,800, plus equity (when applicable), variable/incentive compensation and benefits. Sales positions generally offer a competitive On Target Earnings (OTE) incentive compensation structure. Please note that the base pay shown is a guideline, and individual total compensation will vary based on factors such as qualifications, skill level, competencies, and work location. We also offer health plans, including flexible spending accounts, a 401(k) Plan with company match, ESPP, matching donations, a flexible time away plan and family leave programs. Compensation is based on the geographic location in which the role is located and is subject to change based on work location.

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Equal Opportunity Employer

ServiceNow is an equal opportunity employer. All qualified applicants will receive consideration for employment without regard to race, color, religion, sex, sexual orientation, national origin, age, disability, gender identity,  veteran status, or any other category protected by law. In addition, all qualified applicants with arrest or conviction records will be considered for employment in accordance with legal requirements.  

Accommodations

We strive to create an accessible and inclusive experience for all candidates. If you require a reasonable accommodation to complete any part of the application process, or are unable to use this online application and need an alternative method to apply, please contact [email protected] for assistance. 

Export Control Regulations

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