Analyst, Paid Media

We Put the World on Vacation

Travel + Leisure Co. is the world’s leading vacation ownership and travel membership company, with a dynamic and growing portfolio of resort, travel club, and lifestyle travel brands. Our dedicated associates help the company achieve its mission to put the world on vacation. Innovation and growth keep our work interesting and fun. Every day is a chance to learn something new and turn vacation inspiration into exceptional experiences for millions of travelers worldwide.

Job Summary

The Paid Digital Media Analyst is responsible for supporting strategic implementation and optimisation of our paid digital efforts and campaigns across various marketing channels including paid search, paid social, programmatic display, online video and more across the EMEA region. This role will help leverage digital media to achieve and exceed Travel & Leisure Co. business objectives, and partners with business groups across the organisation to deliver against key drivers for the organisation such as membership acquisition, booking generation, member retention and overall brand awareness.

Reporting to the Manager, Digital Paid Media, there will be close partnerships with internal and external vendors and marketing teams as well as teams such as project management, brand / creative and analytics.

Essential Job Responsibilities

Responsibilities include, but are not limited to:

Paid Digital Media Execution & Optimisation (50%)

• Support strategy implementation, optimisation, and day-to-day execution of digital paid media programs for the EMEA region, delivering multilingual campaigns for paid search, programmatic and paid social while ensuring alignment with regional strategy and local market nuances in order to meet business KPIs
• Build, launch, and implement campaign delivery across all applicable channels including, paid search, programmatic mobile & display, paid social media, native and online video
• Facilitate research and analysis to aid in identifying optimal media channel mix, platforms, and partners for campaign execution
• Partner and collaborate with internal business teams (marketing, analytics, creative) to deploy and evolve program based on regional strategy needs/objectives
• Execute campaigns in Demand Side Platforms (DSPs) and paid social platforms through daily campaign monitoring, bidding methodologies, optimisation strategies, campaign insights, adjusting pacing, controlling quality of inventory using ad fraud and brand safety levers etc. to ensure all KPIs are met (delivery, performance, revenue goals, etc.)
• Build and foster strong relationships with media partners and vendors ensuring optimal campaign set-up, competitive media pricing, exclusive placements, ongoing performance improvements and adherence to insertion order T&Cs
• Support routine campaign account audits, ensuring programs maintain executional excellence in all facets: campaign creative, campaign structure and strategy, audience targeting, keyword strategy, tracking, and tagging infrastructure
• Work with internal teams to ensure creative assets meet placement best practices and site specs/requirements
• Leverage marketing automation tools to develop efficiencies and improvements within digital marketing programs
• Evaluate and employ evolving trends, technologies, and procedures in the digital space to our programs aimed at improving paid media performance
• Stay informed of industry regulations and compliance guidelines, ensuring all media buying activities adhere to legal and ethical standards

Paid Digital Media Analysis & Measurement (30%)  

• Continuously monitor digital campaign performance results to determine what is working and what can be improved
• Work closely with the analytics team and Manager to identify key drivers of engagement and conversion and then ensure said KPIs are embedded within campaign strategy and clearly communicated with stakeholders from end-to-end
• Successfully leverage and analyse reports/dashboards to uncover performance trends and develop actionable insights to enhance digital marketing programs
• Work collaboratively with the analytics team on media performance and optimisation, establishing the most effective targeting and personalisation strategies
• Present key insights and findings that effectively highlight campaign results and recommendations for future campaign success

Team Collaboration & Communication (20%)

• Create strong cross functional relationships with peers in other business units to foster shared work learning and leverage leading practices
• Collaborate with peers (analytics, SEO, creative) and build deep understanding of cross-channel strategies to spot opportunities or create synergies where possible 
• Provide strong internal client service (e.g. – quality, responsiveness, and attention to detail)

Travel Requirements

Travel may be required to work with media agency, platform vendors and regional business partners to receive and provide training and support for decentralized media activities (less than 10% of time).

Minimum Requirements and Qualifications

Education

• Bachelor’s degree, required

Certifications

• Google Ads Search and Microsoft Ads Search, required
• Google Display and Video, required
• Google Analytics, strongly preferred
• Meta Certified Professional, preferred
• Microsoft Office proficiency (strong aptitude in Excel, PowerPoint, and Outlook)

Knowledge and Skills

• Experience of execution of multi-lingual, multi-brand and multi-channel marketing services
• Excellent and proven critical thinking skills to quickly evaluate issues, troubleshoot, and prioritise accordingly
• Ability to work proficiently and in a fast-paced environment with a variety of challenges
• Excellent communicator able to work well with remote partners as well as face to face
• Experience developing CRM/1st Party Data digital strategies, a plus
• Excellent verbal, written and presentation skills
• Passionate about engaging potential customers and building out best practices
• Strong attention to detail and highly analytical
• Confident presence and ability to present to various levels of leadership 
• A desire to test and learn as well as innovate
• Experience in the travel industry, a plus

Technical Skills

• Solid in-platform working knowledge and campaign management experience required across key digital platforms: Google Ads (Google Ads Editor), Microsoft (Bing) Ads, Meta Ads, LinkedIn Ads, Reddit Ads, and working with 3P media vendors for CTV, Rich Media, etc
• Experience with Demand Side Platforms (e.g. Criteo, Cadent, MobileFuse, etc.) and digital ad server technology
• Knowledge of digital media technologies including ad servers, DSPs, and tag management
• Experience with digital analytics tools including Google Analytics, strongly preferred, as well as familiarity with Looker Studio, PowerBI, and HubSpot, a plus)

Job Experience

• 2+ years of experience of paid search planning/strategy, social, digital media planning or buying, digital ad ops or trafficking, analytics, or digital campaign management.
• 1+ years working with or for a digital marketing agency, a plus
• Experience in multiple media channels, such as paid search, programmatic, display, mobile, social media, video, and emerging platforms.
• Understanding of video, audio, rich media, dynamic creative, CTV/OTT, and mobile ads units
• Experience in creating paid media campaigns from scratch (researching, budgeting, strategy, implementation, optimisation/maintenance, and reporting)
• Experience in creating reports: deriving as well as communicating results and insights across teams

Experience equivalent to the education requirement may be accepted in lieu of the education requirement.

Complexity

Level of decision-making authority

• This position will work closely with other departments in the organisation, including Analytics, SEO, Brand/Creative, regional Marketing teams, and 3P media vendors
• The Paid Digital Media Analyst will take independent action in executing paid media campaigns, gathering dependencies, and sharing insights and recommendations, while trouble-shooting issues that may arise

Level of autonomy

• This position will report to a manager
• This position will have a high level of autonomy
• The Paid Digital Media Analyst is expected to serve as the subject matter expert in paid media planning, campaign execution, optimisation, and reporting

Impact of incumbent’s decisions on the organisation

• The Paid Digital Media Analyst will be able to directly influence the effectiveness and timeliness of the digital paid media programs and established goals

Supervisory Responsibility:

• This role will not have any direct reports

Scope/Financial Responsibility

• The Paid Digital Media Analyst will be supporting digital marketing budget tracking through proper campaign pacing and spend optimisation
• Role does not entail direct ownership of department budgets
• Direct manager is responsible for overall budget reconciliation and budget effectiveness

Where Memories Start with You

Hospitality is at the heart of all we do at Travel + Leisure Co. Here, you’ll find an inclusive environment where we deliver excellence and take time to have fun, celebrate together, and support one another. We're always looking ahead to what’s next and how we can strengthen our business, its neighboring communities, and the customer experience. Join our global team and build a career where memories start with you.

We are an equal opportunity employer, and all applications will be considered for employment without attention to their membership in any protected class. If you require any reasonable accommodation to complete your application or any part of the recruiting process, please email your request to MyCareer@travelandleisure.com, including the title and location of the position for which you are applying.