Marketing Manager - Media Analytics

Being part of Air Canada is to become part of an iconic Canadian symbol, recently ranked the best Airline in North America. Let your career take flight by joining our diverse and vibrant team at the leading edge of passenger aviation.The Marketing Manager, Media Analytics will play a role of manager and subject matter expert focused on digital paid media analytics for both Air Canada & Aeroplan. This includes, but is not limited to, driving Advanced Analytics and Measurement Projects such as developing complex key analyses and dashboards, 1st party data audience builds, tagging elements & reporting requests. This role will work closely with the digital Marketing Team to help drive the optimization of Air Canada & Aeroplan digital media activities.. The individual will serve as a thought leader for all things Data & Analytics as it pertains to digital media to understand and deliver on business objectives and opportunities as it pertains to overall paid media strategies.This role requires the ability to operate on both a strategic and tactical level, delving into data across all Air Canada & Aeroplan portfolios and being able to bring to light the insights and analyses needed to show overall performance to internal teams.ResponsibilitiesBe a thought leader: Lead proposals and support the execution of new sources of value creation, process improvement and business performance through the applied use of data and analytics practices. Be the recognized go-to expert for internal and external business stakeholders in the understanding and application of Air Canada’s data assets as they pertain to Paid Media. Provide technical guidance and hands on development support to foster innovative and appropriate analytic approaches that enhance business decisions and create incremental valueIdentify, manage, analyze and interpret paid media performance while providing meaningful and actionable insights that tie directly to business objectivesOwnership of existing digital media performance dashboards including new development, enhancements and additional data sourcesEnsure data accuracy and integrity of all analytics output across the teamProvide technical guidance to identify and resolve errors that could have been caused by: CM data (Floodlights/duplication), traffic sheets filled out incorrectly, naming convention discrepancies etc.Help drive the delivery of digital campaigns (monitor, analyse spend and conversion activities). Understanding trends and performance that will help inform and determine future strategies (post campaign deep dives, actionable insights and recommendations for future campaigns). Oversee building CRM-based audience lists of 1st party data to be loaded into the appropriate platform for targeting (DV360, Google campaign Manager SA360, Facebook etc)SME on measurement industry standards and alternatives, providing advice on methodologies for marketing and media analytics, and measurement and attribution.Contribute to the development and delivery of testing strategies and roadmaps to support the optimization of digital media campaigns and activitiesResponsible for coaching and the development of a paid media analystEstablish strong collaborative relationships with internal stakeholders, including paid media managers, Marketing Communications & Customer & Loyalty Analytics team to drive opportunities for improvement. QualificationsBachelor’s degree or equivalent experience in a quantitative field (e.g. mathematics, applied statistics, BI, econometrics, computer science, operations research, etc.) is required. 5-7+ years of total relevant experience, with ideally 5+ years in media analytics, digital media and marketing, preferably working with retail/acquisition businesses.Strong understanding of digital marketing ecosystem, experience working with digital media vendors, and strong understanding of media cost metrics.Digital media trafficking in Google Campaign Manager 360 is an asset.Expert-level relational data warehouse skills, using SQL to extract and manipulate vast amounts of enterprise-level data, across complex data-schemas.Experience with other programming or scripting languages such as Python or R is a asset,Experience using and developing business intelligence tools (specific experience with Power BI highly desirable)Experience with Web Analytics tools (Adobe Analytics, GA360) - able to create reports to monitor and optimize media budgetExperience creating audiences and floodlights in Google Campaign Manager 360Experience using Google Ads, DV360, SA360, Facebook for Business platformsAbility to perform analytics, with ability to clearly communicate findings both written and orallyExperience with cross channel attribution (across paid and owed channels) highly desirableExperience setting and working through A/B testing roadmaps to support channel optimization desirableExperience with machine learning models and predictive modelling is a plusRelevant experience and/or education in Statistics, Economics, Engineering, Mathematics, Computer Science or Operational ResearchAbility to manage multiple projects, interact with senior management and colleagues, understand corporate strategy, and present actionable findingsAble to work together well with a team of Analysts and collaborate with other media teamsExcellent verbal and written communication skills with a strong attention to detail and high level of accuracyDemonstrate punctuality and dependability to support overall team success in a fast-paced environment Conditions Of EmploymentCandidates must be eligible to work in the country of interest, at the time any offer of employment is made and seeking any required work permits/visas or other authorizations which may be required is the sole responsibility of the candidates applying for this position.Linguistic RequirementsBased on equal qualifications, preference will be given to bilingual candidates.Diversity and InclusionAir Canada is strongly committed to Diversity and Inclusion and aims to create a healthy, accessible and rewarding work environment which highlights employees’ unique contributions to our company’s success.As an equal opportunity employer, we welcome applications from all to help us build a diverse workforce which reflects the diversity of our customers, and communities, in which we live and serve.Air Canada thanks all candidates for their interest; however only those selected to continue in the process will be contacted.