Job Description
Inspire Brands is seeking a Sr. Analyst of Media Analytics to lead media measurement, strategy and optimization. This role will focus on implementing complete measurement solutions across all media channels including TV, Digital, OOH, Radio and Social for two brands within Inspire's restaurant portfolio. Reporting to the Manager of Media Analytics, this role will work closely with Media, Marketing, Product, Data Science and Consumer Insights teams to measure and improve effectiveness of media.
Responsibilities
- Manage holistic media measurement planning approach for one brand within Inspire's portfolio. Work with stakeholders to develop learning agendas and apply existing methodologies or build new innovative solutions to deliver on agenda
- Implement and maintain measurement approaches for all media channels including TV, OLV, OOH, Display, Social, Radio, Search and Partnerships
- Lead digital platform measurement for key partners including Meta, Snap, TikTok, Google…) to guide decision making on all platform level KPIs. Seek new approaches to evolve platform measurement and provide POVs to evaluate 3rd party approaches
- Identify marketing KPIs that are clearly linked to business outcomes to be used to streamline optimization decisions throughout the organization. Build automated reporting to ensure KPIs are efficiently tracked and distributed throughout the organization
- Develop Quarterly Campaign Reporting reports that synthesizes measurement across all media to provide clear and actionable insights for media team
- Capture audience level insights to guide product, messaging, creative and media strategy to best deliver on audience needs
- Work with Data Science team to deliver Media Mix Model analysis to each of the 6 Inspire Brands. 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
- Track competitive media activity to identify new trends, opportunities, and threats.
Education
Media Analytics
- Minimum: 4 yr degree
- Minimum: 2+ years of experience in media analytics. Experience with various media measurement tools including media mix modeling, brand lift studies, digital attribution, media platform level reporting and foot traffic measurement
- Report Generation: Minimum: 1-2 years experience with Dashboard tools such as Tableau, MicroStrategy or Google Data Studio to automate reporting
- Audience Insights / Targeting / Measurement: 2-4 years developing audience level insights and operating in a test & learn environment to continuously optimize and evolve strategy
- Analytics Skills: Strong Excel and demonstrated skills and familiarity with SQL, R or Python. Familiarity with modeling techniques to predict outcomes or measure performance
Required Knowledge, Skills or Abilities
- 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
- Experience with Media Mix Modeling, Brand Lift Studies, Brand Trackers and creative evaluation
- Experience with creating test and control measurement solutions
- Experience designing surveys and analyzing data to evaluate create and track audience media performance
- Experience conducting tests on various on social / digital platforms, OTT partners and search
- Strong storytelling skills, ability to synthesize results and capture insights to make recommendations clearly to cross-functional teams
- Familiarity with Social media measurement platforms and measuring impact of paid and organic social
- 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
About Inspire Brands
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.
