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.

Responsibilities :

• Be 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 value
• Identify, manage, analyze and interpret paid media performance while providing meaningful and actionable insights that tie directly to business objectives
• Ownership of existing digital media performance dashboards including new development, enhancements and additional data sources
• Ensure data accuracy and integrity of all analytics output across the team
• Provide 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 activities
• Responsible for coaching and the development of a paid media analyst
• Establish strong collaborative relationships with internal stakeholders, including paid media managers, Marketing Communications & Customer & Loyalty Analytics team to drive opportunities for improvement.