Paid Media & Marketing Performance Analyst
AIWO LimitedChennai City Corporation, TN, in4 days ago
Job type
- Quick Apply
Job descriptionDefine source-of-truth metrics for paid, social, SEO, content, influencer / affiliate, email / WhatsApp, events / OOH, website. Maintain channel + campaign taxonomy, UTMs, naming conventions, and data dictionary. Own attribution views : last-click, position-based, time-decay + assisted conversions, and geo / holdout or incrementality tests. Daily : Health & spend pacing, tracking QA, anomalies, red flags. Weekly : Channel scorecards (Spend, Impr, CTR, CPC, CVR, CPA / ROAS, AOV, LTV), top / worst creatives, search terms, placements. Monthly : ROI / Profitability by channel / campaign / SKU, assisted paths, cohort / RFM, seasonality notes. Bimonthly / Quarterly : Trendlines, test learnings, budget re-allocation, forecast vs. actuals. Half-Yearly / Annual : Growth decomposition (traffic vs CVR vs AOV), brand visibility (SoV / organic + direct), MMM / MTA summary, roadmap. Build a test backlog with hypotheses, impact sizing, and owners (roles 1–7). Design A / B and lift tests (power, sig), geo splits for OOH & influencers; run pre-post for programmatic / CTV. Own GA4 / GTM event schema; pixels (Meta / Google / TTD / CM360), CAPI / server-side with Dev; deduping; consent mode. Routine QA (Tag Assistant, Pixel Helper), funnel / event audits, broken link / 404 alerts. Translate findings into clear actions : pause / scale, new audiences, creative briefs, feed fixes, offer strategy, LP / PDP CRO, bot / flow tweaks, vendor renegotiations. Run a weekly Insights Standup; maintain a Notion / Doc hub with dashboards, definitions, and playbooks. (Commerce & Media Buying) : ROAS / TACOS, feed approval %, CTR / VCR / viewability, SPO quality, PMP efficiency, Buy Box %. (Design / Shopify UX) : LP / PDP CVR & ATC, scroll depth, click-map, Core Web Vitals correlation with CVR. (Video) : Thumb-stop, WTR, CPV / CPCV, hook retention curves; video vs static CPA delta. (Copy / Content) : CTR, LP time on page, headline / offer test win-rate, SEO impressions / clicks & local performance. (Full-Stack Dev) : Tracking accuracy, event fire rates, CAPI match, page speed vs CVR. (Email / WhatsApp) : Flow revenue %, campaign revenue, opt-in / opt-out, reply rate, repeat rate, LTV, churn; bot-assisted orders. (Influencer / Offline) : Creator / affiliate revenue, CAC / CPA, attribution integrity (UTM / code), event footfall→lead→booking conversion; OOH PoP compliance. Analytics & BI : GA4, Looker Studio, Data / BI connectors (Supermetrics / Composer), BigQuery (nice), Sheets / Excel (QUERY, PIVOT, REGEX). Tagging & Tracking : GTM, Google Ads tags, Meta Pixel + CAPI, CM360 Floodlights, DV360, TikTok / LinkedIn pixels. Ad Platforms : Google Ads, Meta, YouTube, DV360 / TTD, Amazon / Flipkart Ads. E-com & CRM : Shopify analytics, Zoho CRM / Campaigns / Flows; WhatsApp BSP stats. Qual & UX : Hotjar / Clarity, Survey / NPS tools. ETL (nice) : Airbyte / Stitch, Apps Script; SQL / Python for ad-hoc analysis. Offline / Influencer : Aspire / Modash / Grin metrics, Refersion / Impact / Affiliate dashboards; OOH PoP geo-photo tools. GA4 Certification Google Ads Measurement & Campaign Manager 360 basics Meta Media Planning / Buying SQL / BigQuery or Data Analytics cert (nice), CXL Experimentation (nice) Building multi-channel dashboards (GA4 + ad platforms) and shipping actionable weekly insights that improved ROAS / CAC. Implementing / QA-ing GTM / GA4 / CAPI with proven fixes to broken tracking. Designing and reading A / B or lift tests; writing clear recommendations that teams shipped. Producing offline & influencer attribution with UTMs / codes and post-event conversion views. Creating taxonomy + data dictionary and enforcing UTM hygiene across teams. Tracking Accuracy (% correct event fires, CAPI match rate, zero-data-loss uptime) Speed to Insight (time from data→decision), Experiment Win Rate Revenue Efficiency : ROAS, CAC, MER, assisted conversions Retention / LTV : repeat rate, time-to-second purchase, LTV / CAC Creative & Content Impact : CTR, WTR, CVR changes attributed to new assets Offline / Influencer : cost per footfall / lead, bookings & revenue attributed, PoP compliance % Report Cadence SLA : on-time daily / weekly / monthly…annual packs with exec summaries Daily Health Dashboard (pacing, anomalies, tracking) Weekly Channel Scorecards (role-wise insights + actions) Monthly ROI Pack (profitability by channel / SKU / campaign, assisted paths) Quarterly Growth Review (decomposition, budget shifts, roadmap) Influencer / OOH Event Reports (PoP, footfall→revenue funnel) Data Governance Kit (taxonomy, UTMs, data dictionary, QA checklist) Experiment Log (hypothesis, design, results, decision)
Job Description
Experience : 2–3 years (min. 2 years hands-on)
- Location : Chennai
- Function : Marketing Analytics, Attribution & Insights Ops
Role Purpose
Be the central nervous system for Marketing. Audit and connect data across all roles to quantify spend → activity → outcomes. Report ROI, CTR, CVR, brand visibility, assisted revenue, and pinpoint exactly what’s working (and what’s not). Ship clear daily / weekly / monthly / bimonthly / quarterly / half-yearly / annual reports and drive action with experiment roadmaps.
What You’ll Own
Full-Funnel Measurement & Attribution
Dashboards & Reporting (Cadence & Audience-Specific)
Experimentation & Causality
Data Quality & Tagging
Insights → Actions
Stakeholder Enablement
Requirements
Core Responsibilities by Channel / Role
Tool Stack (you should already use most)
Certifications (Preferred)
Must-Have “2+ Years Hands-On” (Hard Screen)
KPIs (You Own)
Deliverables (Templates You’ll Maintain)
Requirements
Tool Stack (you should already use most) Analytics & BI : GA4, Looker Studio, Data / BI connectors (Supermetrics / Composer), BigQuery (nice), Sheets / Excel (QUERY, PIVOT, REGEX). Tagging & Tracking : GTM, Google Ads tags, Meta Pixel + CAPI, CM360 Floodlights, DV360, TikTok / LinkedIn pixels. Ad Platforms : Google Ads, Meta, YouTube, DV360 / TTD, Amazon / Flipkart Ads. E-com & CRM : Shopify analytics, Zoho CRM / Campaigns / Flows; WhatsApp BSP stats. Qual & UX : Hotjar / Clarity, Survey / NPS tools. ETL (nice) : Airbyte / Stitch, Apps Script; SQL / Python for ad-hoc analysis. Offline / Influencer : Aspire / Modash / Grin metrics, Refersion / Impact / Affiliate dashboards; OOH PoP geo-photo tools.
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Performance Marketing • Chennai City Corporation, TN, in
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