UPILA
Website:
upila.com
Job details:
Senior Analyst – Paid Media (D2C & E-commerce) Salary upto 7.80LPALocation: Remote
Experience: 3–5 years
Department: Performance Marketing
About the RoleWe’re looking for a Senior Analyst – Paid Media who can take ownership of paid media performance for our D2C and e-commerce clients.
You’ll work across Google Ads, Meta Ads, analytics, attribution, and growth strategy — from building the media plan and launching campaigns to analyzing performance, identifying opportunities, and communicating recommendations to clients.
This role is ideal for someone who enjoys going beyond campaign execution and can connect ad performance with business outcomes such as revenue, ROAS, CAC, conversions, and customer growth.
What You’ll OwnPaid Media Strategy
- Build and execute data-driven paid media strategies for D2C and e-commerce brands.
- Plan budgets and channel mix across Google Ads and Meta Ads based on business objectives.
- Develop full-funnel strategies across acquisition, conversion, and remarketing.
- Identify opportunities to improve efficiency, scale, and overall account performance.
Campaign Management & Optimization
- Own end-to-end campaign execution, from planning and setup to monitoring and optimization.
- Manage Google Search, Performance Max, Shopping, App campaigns, and Meta campaigns.
- Continuously analyze campaign performance and take data-backed optimization decisions.
- Monitor key business metrics such as ROAS, CAC, CPA, revenue, conversion rate, CPI, and LTV-related indicators.
Google Ads & Meta Expertise
- Strong hands-on experience with Google Ads, including:
- Brand & Non-Brand Search
- Performance Max
- Shopping
- App campaigns
- Hands-on experience managing and optimizing Meta Ads campaigns.
- Strong understanding of campaign structure, audience strategy, bidding, budget allocation, and scaling.
App Campaigns & Attribution
- Plan and manage app acquisition campaigns across iOS and Android.
- Understand the differences in measurement, attribution, and campaign performance across platforms.
- Work with MMPs such as AppsFlyer, Adjust, or similar platforms.
- Understand app acquisition metrics including installs, CPI, in-app conversions, retention, and uninstall trends.
- Identify and investigate gaps between platform-reported, GA4, MMP, and backend data.
Analytics & Measurement
- Use GA4, platform analytics, dashboards, and business data to understand performance.
- Build meaningful analysis rather than simply reporting numbers.
- Understand attribution models, their limitations, and cross-platform measurement challenges.
- Translate data into clear insights, actions, and business recommendations.
E-commerce & Funnel Growth
- Understand the complete D2C/e-commerce funnel from acquisition to conversion and retention.
- Align paid media strategy with business priorities, product launches, promotions, and revenue targets.
- Identify opportunities across the funnel to improve conversion and profitability.
Reporting & Automation
- Work confidently with Excel/Google Sheets for analysis, reporting, and data manipulation.
- Build and maintain performance reports and dashboards.
- Use Apps Script, BigQuery, or third-party connectors where required to improve reporting efficiency.
Client Management
- Act as a key point of contact for assigned clients.
- Lead performance discussions and present insights, challenges, and growth opportunities.
- Be comfortable communicating with senior and data-driven stakeholders.
- Move conversations beyond “what happened” to why it happened and what we should do next.
Creative & Cross-functional Collaboration
- Work closely with creative teams to develop and refine ad concepts, messaging, and performance creatives.
- Coordinate with CRM/retention, tracking, analytics, and client-side tech teams.
- Ensure campaign strategy is aligned with broader business and marketing initiatives.
Team Guidance
- Guide and support 1–2 junior team members.
- Review campaign strategies, analysis, and deliverables.
- Help team members improve their platform knowledge, analytical thinking, and execution quality.
What We’re Looking For- 3–5 years of hands-on experience in paid media, preferably working with D2C/e-commerce brands.
- Strong hands-on expertise in Google Ads and Meta Ads.
- Advanced understanding of Search, Performance Max, Shopping, and App campaigns.
- Strong working knowledge of GA4 and digital attribution.
- Experience with app acquisition and MMPs such as AppsFlyer or Adjust is highly preferred.
- Strong analytical ability with the confidence to work with large datasets and identify actionable insights.
- Good understanding of ROAS, CAC, CPA, LTV, conversion rates, revenue, and funnel economics.
- Strong Excel/Google Sheets skills.
- Ability to independently manage campaigns, solve problems, and make performance decisions.
- Strong client communication and presentation skills.
- Ability to explain complex data in a simple, business-focused way.
- Comfortable working in a fast-paced, remote performance marketing environment.
Good to Have- Google Merchant Center and product feed management experience.
- Apps Script or BigQuery experience.
- Experience with reporting tools and third-party data connectors.
- Experience with CleverTap, MoEngage, or other CRM/retention platforms.
- Exposure to TikTok Ads, Apple Search Ads, or Programmatic platforms.
- Google Ads certification.
- Experience working with app-first or retention-driven businesses.
Click on Apply to know more.
