- Execute platform-level Conversion Lift Studies (CLS) and Brand Lift Studies (BLS) to quantify incremental impact.
- Partner with data science to initiate and analyze geo-randomized tests isolating mid-funnel contribution.
- Own mid-funnel measurement and reporting, maintaining dashboards for primary KPIs including incremental bookings and intent lift.
- Analyze creative and audience performance to determine optimal drivers for consideration and downstream conversion.
- Surface proactive insights on budget allocation, audience saturation, and creative fatigue for senior marketing leaders.
- Structure test-and-learn plans to answer strategic questions regarding mid-funnel investment impact.
- Collaborate cross-functionally with paid social, integrated marketing, and agency partners on strategy and execution.
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