Principal Analyst, Paid Search Analytics
Core
Analytics expert driving weekly optimization decisions for GEICO's paid search investment across Google, Microsoft, and emerging platforms by measuring incrementality, attribution, and bidding efficiency.
Role type
Senior IC marketing analytics specialist (paid search)
Builds
Automated search scorecards, anomaly detection alerts, and standardized measurement frameworks
Domain
Insurance (P&C) + Performance Marketing
Deliverable
production ML models | dashboards & analysis
Required skills
SQL, Python or R, incrementality testing (holdouts/geo), attribution modeling, bidding strategy analysis, forecasting, BI tools (Power BI), stakeholder presentation
Preferred skills
Causal inference methods, cloud platforms (BigQuery/Snowflake), AI tooling, coaching analysts
Technologies
Google Ads, Search Ads 360, Microsoft Advertising, Power BI, BigQuery, Snowflake
Responsibilities
Design and run incrementality tests; monitor daily performance and build anomaly alerts; reconcile platform data with first-party data and MMM; lead forecasting and budget pacing; present findings to senior leadership
Seniority
Senior, hands-on IC
