Senior Data Analyst - Paid Media sits on the
Data Analytics, Reporting & Strategy team and serves as the analytical partner and lead for the Paid Media team. Paid Media drives company-wide digital media strategy, campaign management, and consultative support across AEG divisions, including AEG Presents, Global Touring, Festivals, Goldenvoice, Bowery Presents, and Global Partnerships. Campaigns run across a broad mix of channels, including Meta, Google Ads, TikTok, and other social, search, and programmatic platforms.
This role is responsible for pulling, transforming, and modeling campaign data from those ad platforms and joining it with other data sources to build a unified view of performance. The analyst will design scalable data models and automated reporting that measure campaign effectiveness and surface opportunities to optimize budget allocation, audience targeting, creative, and customer acquisition. The role also turns findings into clear, practical recommendations that drive ticket sales, event awareness, and brand initiatives.
The Senior Data Analyst will work closely with the Paid Media, Product, and Data Engineering teams on cross-functional projects covering paid media data ingestion, aggregation, mastering, measurement, and visualization. The position will lead the work to make sure tracking and tagging (pixels, conversion APIs, UTMs) capture accurate marketing data. It will also develop and maintain attribution models and set performance benchmarks for key metrics such as CPA, ROAS, CTR, and conversion rate.
Essential Functions- Provide analytical support to Paid Media and Marketing teams, compiling performance marketing reports across digital channels using internal BI tools, Google Analytics, native advertising platforms. Communicate results to stakeholders, working with media and strategy teams to demonstrate clear actionable insights for media plans, budget forecasting, targeting/audiences, and creative.
- Build and maintain comprehensive measurement plans to evaluate paid media performance, calculate benchmarks based on objectives, develop + maintain attribution models to identify trends, testing opportunities, and insights by channel, audience, festival/tour/regional show, and business unit.
- Partner with Data, Product, Engineering teams to manage data pipelines + ingestion for channel metrics, define data collection requirements and enforce optimal taxonomy for reporting implementations, continual data hygiene + integrity across ad buying and internal platforms.
- Collaborate with media, marketing, and data teams to inform audience and targeting strategies. Develop tests to evaluate new campaign strategies, ad products, optimization tactics, and targeting features.
- Manage and lead paid media projects involving data aggregation and measurement tools such as Datorama, Google Analytics / GA4, Tag Manager, DOMO, BigQuery, LiveRamp, server-server integrations with media partners. Ensure appropriate site tracking is in place to capture relevant data points to measure marketing effectiveness.
- Work closely with data team to develop and maintain reporting dashboards for internal and external use, while providing support for ad hot reporting requests.
Required Qualifications- BA/BS degree (4-year) in Computer Science, Data Science, Statistics, Mathematics, Economics, Business, Marketing, or a related quantitative field
- 4-6 years of experience in data analytics, business intelligence, or a similar role, with exposure to paid media or digital marketing data on the client, publisher, or agency side; e-commerce experience preferred
- Advanced SQL skills and experience pulling, transforming, and analyzing large, complex datasets
- Strong ability to build data models, data flows, and ETL/ELT pipelines using SQL and/or Python, bringing together data from multiple media channels into a scalable, automated insights reporting structure
- Proficiency in BI and data visualization tools such as DOMO, Looker Studio, Tableau, or similar, with strong dashboard design and data storytelling skills
- Experience with Salesforce Marketing Cloud Intelligence (formerly Datorama) or similar marketing data integration platforms is a strong plus
- Working knowledge of paid media data and performance metrics, including impressions, CTR, CPC, CPA, conversion rate, and ROAS, across platforms such as Meta, Google Ads, and TikTok
- Familiarity with tracking infrastructure such as GA4, Google Tag Manager, pixels, Conversions API, UTMs, and server-side tracking
- Experience applying statistical methods to performance benchmarking, attribution modeling, and media mix modeling (MMM)
- Understanding of the ad tech and Martech landscape (programmatic buying, DSP/SSP, audience management, ad serving, social buying platforms), and of privacy regulations' impact on measurement, including cookie-less tracking and multi-touch customer journeys
- Ability to clearly communicate insights and recommendations to technical and non-technical stakeholders, and manage multiple cross-functional projects at once
Payscale: $82,158.00 -$125,000.00 Bonus: This position is not eligible for a bonus under the current bonus plan requirements.
Benefits: Full-time: We offer a comprehensive benefits package that includes: medical, dental and vision insurance, paid holidays, vacation and sick time, company paid basic life insurance, voluntary life insurance, parental leave, 401k Plan (with a current employer match of 3%), flexible spending and health savings account options, and wellness offerings.
AEG reserves the right to change or modify the employee's job description whether orally or in writing, at any time during the employment relationship. AEG may require an employee to perform duties outside their normal description.
