Manajer Efektivitas Media

KEY RESPONSIBILITIES

• Support reporting and analytics needs of paid media teams across various tactics, including but not limited to paid search, metasearch, affiliate marketing, programmatic display, paid social, and more traditional media such as television.

• Perform hands-on analyses on large volumes of media and campaign level data.

• Maintain relationships and develop a strong working knowledge of all the business functional areas’ objectives in order to ensure accurate translation of client requirements into technical specifications and reporting.

• Interpret data and analyze results to generate insights.

• Develop presentations to partners & stakeholders both inside & outside the department to report findings, interpret the data analysis, and make recommendations based on results.

• Support development of MMM (media mix modeling) program by assisting in requirements development, data gathering, interpreting results, etc.

• Conduct and analyze controlled media tests to better understand ROI of various marketing tactics.

• Apply analytical techniques to one or more disciplines. May perform statistical analyses. Create accurate charts, tables and graphs in the correct format and within established time frames as required. 

• Select and use appropriate software to effectively analyze data.  Compile and analyze information.  Effectively communicate findings and recommendations to appropriate staff.

• Consult with relevant business functional areas to establish analytical support objectives.

• Develop data extracts using SQL and ensure requirements are developed in accordance with specified business and technical requirements.

• Use campaign management, data mining software, forecasting models and statistical/computational models to achieve analytical objectives such as maximizing response and the guest experience while minimizing cost.

• Make recommendations for enhancements to relevant databases from an information needs perspective including internal and external data sources. 

• Marketing Measurement & Attribution: Strong expertise in MMM, incrementality testing, and multi-touch attribution using GA4, Adobe Analytics, or custom models.

• Media Platform Analytics: Deep familiarity with digital media such as Google Ads, Meta, TikTok, DV360, and The Trade Desk data, including performance tracking and optimization.

• SQL & Data Analysis: Advanced SQL skills for large-scale data extraction and transformation across media and customer datasets.

• Modeling & Forecasting: Hands-on experience with regression, time series, and ROI modeling in Python or R or any other statistical tools to evaluate media effectiveness.

• Data Visualization & Reporting: Proficient in building dashboards and visual stories using Tableau, Power BI, or Looker to inform executive and media team decisions.

• Experimentation: Skilled in designing and analyzing A/B tests, lift studies, and geo-experiments to validate campaign impact.

• Tracking & Tagging: Working knowledge of UTM strategy, pixel implementation, and tag management tools like GTM.

• Communication: Demonstrates clear, concise, and succinct communication skills, including adapting both technical verbal and written communication to the needs and level of the user.

• Industry Knowledge (a plus not mandatory): Demonstrated knowledge of hotel operations and the hotel industry and demonstrated ability to access relevant information and understand the competitive market.