About Lumenalta:
Lumenalta is at the forefront of digital innovation, partnering with top-tier clients to create cutting-edge solutions that blend technology, data, and customer experiences. Our Marketing Technology (MarTech) division is dedicated to helping clients maximize their digital capabilities through sophisticated architectures and modern cloud-based solutions.
Key Responsibilities:
- Vendor Evaluation & Auditing: Assess configurations within Google Ads, Meta Ads, and other platforms to identify misconfigurations and areas for optimization; evaluate advertising vendors for server-side capabilities and suitability for integration.
- Media Strategy & Attribution: Collaborate with Paid Marketing teams to establish and refine attribution models that address complex scenarios, such as California privacy regulations and high opt-out rates from tracking.
- Data Ownership & Reporting: Drive initiatives to bring media data in-house; work on integrating server-side data sources to enhance data reliability, address gaps from tracking limitations, and reduce reliance on third-party reporting.
- Project Leadership: Oversee the implementation of strategies for data connection and reporting, providing insights into vendor performance, and ensuring accurate, transparent media reporting.
- Stakeholder Engagement: Serve as a trusted advisor to marketing teams, presenting clear, actionable insights into media performance, vendor capabilities, and strategies for improved campaign management.
- Compliance & Best Practices: Stay current on digital advertising regulations and best practices, particularly around privacy laws impacting attribution and analytics, such as California Consumer Privacy Act (CCPA) compliance.
- Strategic Oversight: Review vendor ecosystem, data flows, and reporting practices to provide feedback on reporting accuracy, optimization practices, and the potential for insourcing paid media functions.
Required Qualifications
- 10+ years of experience in digital marketing or a related field, with a strong focus on paid media strategy and analytics.
- Proven experience working with advertising platforms, analytics tools, and vendor assessment within an enterprise environment.
- In-depth knowledge of Google Ads, Meta Ads, and tools like SA360, including expertise in server-side tracking and attribution.
- Strong understanding of data privacy laws and the challenges they present for attribution, including strategies for handling high opt-out rates.
- Exceptional project management and vendor management skills, with experience building reports and dashboards in platforms such as BigQuery and Tableau.
- Executive presence with strong communication and presentation skills, capable of influencing stakeholders and providing clear, data-driven recommendations.
- Demonstrated ability to lead complex initiatives, balancing technical requirements with strategic business goals.
