The Community You Will JoinSocial media is an emerging discipline for Airbnb. We're seeking a Senior Social Measurement Lead to build an effective social media measurement strategy for Airbnb's global marketing and comms teams. The job will cover all content published on our owned channels, the social elements of our marketing and comms campaign work, and our influencer and creator programs. The right candidate will know how to identify, structure, and activate the right data - turning raw performance information into something usable, and ultimately into decisions that move the business forward.
You will partner closely with social strategy, social creative, Comms, Data Science, and regional marketers to help Airbnb understand the impact of social media on business outcomes, and guide the team at both a day-to-day and at a strategic level on how to grow our channels and improve performance.
The Difference You Will MakeYou will define how Airbnb measures social media - from the frameworks and tools we use to the stories we tell about performance. This is a greenfield opportunity to build a best-in-class measurement practice for one of the world's most recognized brands.
You will go beyond dashboards. Your work will shape how Airbnb understands the impact of social on business outcomes, how teams make day-to-day creative and strategic decisions, and how leadership evaluates the effectiveness of our global social investment. You will bring rigor, innovation, and a bias for action - leveraging AI, experimentation, and deep platform expertise to keep Airbnb ahead of the curve.
A Typical Day- Define and own Airbnb's social measurement strategy - standardizing frameworks, KPIs, and success criteria across platforms and regions, while accounting for local market nuances
- Elevate reporting into strategic storytelling - synthesizing data across channels, programs, and regions into cohesive, E-team-ready narratives that connect social performance to broader marketing goals and company priorities
- Lead a global test-and-learn agenda - designing experiments with clear hypotheses and success criteria, running rapid tests to exploit algorithmic dynamics, identify breakout content formats, and unlock outsized reach
- Drive insights and optimization - analyzing cross-platform performance to surface growth levers, breakout trends, and content opportunities; translating findings into clear, actionable recommendations for creative and strategy teams
- Apply AI to accelerate analytical depth and speed - leveraging AI tools to build custom reporting views, automate workflows, validate hypotheses, and synthesize internal Airbnb data with external social signals
- Own the social measurement tool landscape - maintaining expert-level knowledge of platform-native analytics (TikTok, Instagram, YouTube) and third-party tools (e.g., Sprinklr, CreatorIQ, Brandwatch, Tubular); evaluating and onboarding new vendors as the landscape evolves
- Partner with Consumer Insights - collaborating with Airbnb's insights team to enrich qualitative and quantitative research with social-native observations; identifying patterns in social conversation that reveal audience shifts, unmet needs, and cultural moments
- Be hands-on with data - independently pulling, querying, and analyzing data across platforms, internal tools, and third-party systems; ensuring data quality, consistency, and alignment on taxonomy and reporting standards across teams
Your Expertise- 15+ years of experience in social analytics, marketing measurement, or digital strategy, ideally at a global consumer brand or platform
- Deep expertise in organic social and/or influencer measurement, including platform-native analytics and third-party tools
- Strong analytical and technical skills, with experience in data querying, analysis, and dashboarding (e.g., SQL, Excel, BI tools)
- Proven ability to translate complex data into clear, compelling narratives for cross-functional teams and executive leadership
- Experience leading test-and-learn agendas and applying experimentation frameworks to drive measurable business outcomes
- Track record of influencing cross-functional stakeholders and driving alignment in complex, matrixed organizations
- Comfortable operating at both strategic and executional levels - from shaping global direction to building datasets
- Demonstrated hands-on proficiency with AI tools for analytical work, including using AI to build dashboards, validate hypotheses, process large datasets, and connect social signals to proprietary business data
- Deep familiarity with the social measurement tool landscape, including proven ability to model or extrapolate data not directly available through public sources
Your Location:This position is US - Remote Eligible. The role may include occasional work at an Airbnb office or attendance at offsites, as agreed to with your manager. While the position is Remote Eligible, you must live in a state where Airbnb, Inc. has a registered entity. Click here for the up-to-date list of excluded states. This list is continuously evolving, so please check back with us if the state you live in is on the exclusion list. If your position is employed by another Airbnb entity, your recruiter will inform you what states you are eligible to work from.
