Senior Analyst, Insights & Paid Media

About the Role

We are seeking a Senior Analyst, Insights & Paid Media to help build, manage, and scale the measurement and insight capabilities that power our paid media investment. This role owns performance analysis across paid channels and turns spend and campaign data into clear, actionable insight that improves customer acquisition, conversion, efficiency, and return on investment. The role spans both channel-level performance—including paid search, paid social, and display optimization—and full-funnel media analysis, including media mix, attribution, and incrementality.

The ideal candidate combines strong analytical rigor, performance-marketing fluency, and hands-on execution skills. They bring a test-and-learn mindset, technical fluency with media platforms and analytics tooling, and curiosity about how AI can make media investment smarter and more efficient. They are not only an analyst; they are a partner who helps the marketing organization invest faster, learn smarter, and scale what works.

Responsibilities

• Paid Media Performance and Optimization
  • Own reporting and analysis across paid channels (paid search, paid social, display, video, and programmatic), providing a holistic view of how channels perform in tandem.
  • Analyze performance metrics such as CTR, CPC, CPA, conversion rate, ROAS, and pacing to diagnose root causes of trends and identify optimization opportunities.
  • Provide optimization recommendations and actionable insights to channel leads based on performance data, including budget allocation and bid-strategy guidance.
  • Deliver performance projections and budget recommendations at multiple levels (account, market, campaign, channel, and product line).
  • Support QA of tracking, tagging, pixel implementation, and landing-page measurement to ensure data accuracy.
• Full-Funnel Measurement, Attribution, and Insights
  • Analyze the full-funnel impact of paid media, connecting spend and channel performance through to pipeline and revenue.
  • Support media mix analysis, attribution, and incrementality testing to assess true contribution and guide investment decisions.
  • Design and maintain dashboards and reporting frameworks that communicate the impact of paid media on overall business KPIs.
  • Translate business questions into structured analyses, testing plans, and clear recommendations.
  • Deliver compelling data stories and present findings and recommendations to non-technical audiences and senior stakeholders.
• Testing and Experimentation
  • Support a structured approach to paid media testing, including test design, brief development, and coordination with creative, web, and analytics teams.
  • Design and analyze A/B and audience, creative, and channel tests, defining success metrics, guardrails, and analysis plans.
  • Ensure tests are structured to generate reliable, actionable insights, accounting for risks such as audience overlap, seasonality, and statistical power.
• AI-Enabled Media and Insights
  • Identify and operationalize AI use cases that improve bidding and budget optimization, audience targeting, creative testing, and automated insight and reporting.
  • Partner with Analytics, Data Science, and channel teams to activate AI-enabled media capabilities such as predictive audiences and automated performance insights.
  • Support responsible use of AI in media, including human review, brand consistency, privacy, compliance, and performance validation.
• Cross-Functional Partnership
  • Serve as a hands-on performance and insights partner for teams across Demand Generation, Web, Lifecycle Marketing, Product Marketing, Creative, Marketing Operations, and Revenue Operations.
  • Partner with Analytics, Data Science, Legal, and Privacy teams to ensure measurement is feasible, accurate, compliant, and scalable.
  • Educate marketing teams on paid media measurement, testing best practices, and the interpretation and application of insights.
  • Help create a culture of data-driven, test-and-learn decision-making across the marketing organization.

Requirements

• Required Qualifications
  • 8+ years of experience in paid media, performance marketing, digital marketing analytics, marketing analytics, or related roles.
  • Strong hands-on experience analyzing and optimizing paid media campaigns across channels such as paid search, paid social, display, video, or programmatic.
  • Advanced knowledge of media platforms such as Google Ads, Microsoft Advertising, Meta/Facebook Business Manager, LinkedIn, and DSPs.
  • Strong analytical skills and comfort working with data to assess performance, diagnose issues, and make recommendations.
  • Proficiency with analytics and visualization tools such as Google Analytics, Tableau, Looker, Power BI, and advanced Excel.
  • Strong understanding of media metrics and measurement concepts, including CPA, ROAS, attribution, incrementality, sample size, and statistical significance.
  • Ability to translate business questions into testable hypotheses, structured analyses, and actionable insights.
  • Strong communication skills, with the ability to convey complex performance data clearly to non-technical and senior stakeholders.
• Preferred Qualifications
  • Experience in B2B SaaS, technology, fintech, compliance, data, or enterprise software.
  • Experience supporting both digital-led and sales-assisted go-to-market motions.
  • Familiarity with SQL, Python, or R for data extraction and analysis.
  • Experience with media mix modeling, multi-touch attribution, or incrementality testing.
  • Experience using AI-enabled media tools, automated bidding, or predictive audience and decisioning capabilities.
  • Relevant certifications such as Google Ads, Google Analytics, or Meta Blueprint.
  • Experience creating measurement playbooks, testing frameworks, documentation standards, or training materials.

Pay

The base pay range varies by location:

• Colorado: $136,400 - $225,000 annually
• Washington: $136,400 - $248,600 annually
• California: $136,400 - $272,500 annually
• New York City: $150,800 - $272,500 annually

The successful candidate’s actual salary/wage may be based on factors such as geographic location, candidate experience, qualifications, market, and business considerations. This role is eligible for an annual bonus based on individual and company performance.

Benefits

• Total Rewards: Competitive compensation package, paid time off, and paid parental leave.
• Health & Wellness: Benefits vary by location but generally include private medical, life, and disability insurance.
• Inclusive Culture: Strong support for diversity, equity, and inclusion, with 8 employee-run resource groups sponsored by senior leadership.

About the Company

Avalara is an AI-first company defining the relationship between tax and technology. Our cloud compliance platform processes over 54 billion customer API calls and over 6.6 million tax returns annually. We are a billion-dollar business with a mission to be part of every transaction in the world. Our culture is bright, innovative, and disruptive, empowering employees to thrive and win.