Director, Paid Media Analytics

When you join Sallie Mae, you become a champion for all students.

We’re on a mission to power confidence as students begin their unique journey. To help them plan their higher education, successfully finish, and prepare for life after school. To help them Start smart. Learn big.

Students need guidance navigating this important time in their life. They need someone who acknowledges that their education path is unique. They need a partner willing to evolve and not only meet but surpass their expectations. We’re changing. Because students need a better way.

We’re looking for people who are excited to drive this transformation. To break barriers and think of new ways to adapt, help, and create better experiences for students—and for each other.

This is where diverse backgrounds, beliefs, and perspectives matter. It’s where you’re empowered to bring your authentic self to work.

Feeling your best allows you to do your best. Our benefits take care of the whole you—from physical and mental to financial and professional. You’ll get opportunities to further your education and career, support for you and your family (including your pets!), paid time off to volunteer for the things that matter to you, and more.

We’re obsessed with impact and making a real difference. For us, that means putting relationships first, asking “why not?” when tackling challenges, and continuously learning new skills.

Come do more than join something, change something. For students, for future generations, for the future of education.

What You'Ll Contribute

The Director of Paid Media Analytics will lead the strategy, measurement, and optimization of all paid media campaigns that support our Student Lending line of business. This senior leader will work collaboratively with various business units to drive strategic paid media investment decisions. The candidate will leverage advanced analytics to maximize campaign effectiveness. The role requires deep expertise in digital marketing, multi-touch attribution, financial analytics, and team leadership in a highly regulated environment. 

What You'Ll Do

• Analytics And Measurement

• Oversee the development of comprehensive measurement frameworks for paid media performance and optimization across all channels (search, social, email, direct mail, etc.).
• Drive the transition to advanced, full-funnel measurement and attribution models to accurately quantify marketing efficiency and ROI.
• Collaborate with data science and analytics teams to refine methodologies for measuring media's impact on customer acquisition, engagement, and lifetime value.
• Utilize data visualization tools (e.g., Power BI) to create automated, digestible dashboards and reports for key business partners and executives.

• Strategy And Planning

• Serve as a strategic advisor to senior leadership, providing data-driven strategic insights and direction for paid media investments, budget allocation, and forecasting.
• Partner with marketing, product, and finance teams to align media strategy with enterprise goals and financial forecasts.
• Develop and oversee test-and-learn roadmaps to continually refine media channel mix, creative performance, and audience targeting.

• Execution And Optimization

• Collaborate with paid media channel managers and external agency partners to inform and guide day-to-day execution and optimization.
• Leverage data insights to inform creative and landing page strategies, ensuring alignment of messaging with media objectives.
• Maintain a current viewpoint on the evolving media landscape, emerging technologies, and channel best practices, incorporating findings into future strategies.

• Team Leadership

• Manage, mentor, and develop a high-performing team of paid media analytics managers and analysts.
• Foster a culture of data-driven decision-making, innovation, and strategic thinking within the team and across the broader marketing organization.

• Compliance And Reporting

• Ensure all paid media strategies and data usage comply with financial regulations and data privacy laws.
• Translate complex analysis into compelling, executive-ready presentations that communicate strategic narratives and influence senior decision-makers. 
• Oversee the development of comprehensive measurement frameworks for paid media performance and optimization across all channels (search, social, email, direct mail, etc.).
• Drive the transition to advanced, full-funnel measurement and attribution models to accurately quantify marketing efficiency and ROI.
• Collaborate with data science and analytics teams to refine methodologies for measuring media's impact on customer acquisition, engagement, and lifetime value.
• Utilize data visualization tools (e.g., Power BI) to create automated, digestible dashboards and reports for key business partners and executives.
• Serve as a strategic advisor to senior leadership, providing data-driven strategic insights and direction for paid media investments, budget allocation, and forecasting.
• Partner with marketing, product, and finance teams to align media strategy with enterprise goals and financial forecasts.
• Develop and oversee test-and-learn roadmaps to continually refine media channel mix, creative performance, and audience targeting.
• Collaborate with paid media channel managers and external agency partners to inform and guide day-to-day execution and optimization.
• Leverage data insights to inform creative and landing page strategies, ensuring alignment of messaging with media objectives.
• Maintain a current viewpoint on the evolving media landscape, emerging technologies, and channel best practices, incorporating findings into future strategies.
• Manage, mentor, and develop a high-performing team of paid media analytics managers and analysts.
• Foster a culture of data-driven decision-making, innovation, and strategic thinking within the team and across the broader marketing organization.
• Ensure all paid media strategies and data usage comply with financial regulations and data privacy laws.
• Translate complex analysis into compelling, executive-ready presentations that communicate strategic narratives and influence senior decision-makers. 

The above information is intended to describe the general nature and level of work performed by employees assigned to this job; it is not designed to contain or be interpreted as a comprehensive inventory of all duties, responsibilities and qualifications required of employees in this role.

What You Have

• Experience: 10+ years of progressive experience in marketing analytics, with a significant portion focused on paid media and attribution. Financial services or fintech experience is highly preferred.
• Education: Bachelor's degree in a quantitative field such as Finance, Statistics, Economics, or Computer Science. An advanced degree is a plus.

• Technical Skills:

• Strong SQL skills for data extraction, manipulation, and analysis.
• Experience with multi-touch attribution and familiarity with utilizing marketing mix models.
• Hands-on experience with major digital advertising platforms (e.g., Google Ads, Meta Ads Manager), CRM platforms, and familiarity with DSPs and ad-tech.
• Advanced proficiency in web analytics tools (e.g., Google Analytics, Adobe Analytics) and data visualization platforms (e.g., Power BI).
• Leadership: 5+ years of experience managing and developing a team of analysts.
• Communication: Excellent written and verbal communication skills, with the ability to convey complex information to a variety of stakeholders.
• Soft Skills: Proven strategic thinking, strong problem-solving skills, and a results-driven mindset. 
• Strong SQL skills for data extraction, manipulation, and analysis.
• Experience with multi-touch attribution and familiarity with utilizing marketing mix models.
• Hands-on experience with major digital advertising platforms (e.g., Google Ads, Meta Ads Manager), CRM platforms, and familiarity with DSPs and ad-tech.
• Advanced proficiency in web analytics tools (e.g., Google Analytics, Adobe Analytics) and data visualization platforms (e.g., Power BI).

The Americans with Disabilities Act

The Americans with Disabilities Act of 1990 (ADA) prohibits discrimination by employers, in compensation and employment opportunities, against qualified individuals with disabilities who, with or without reasonable accommodation, can perform the “essential functions” of a job. A function may be essential for any of several reasons, including: the job exists to perform that function, the employee holding the job was hired for his/her expertise in performing the function, or only a limited number of employees are available to perform that function.

Feeling Your Best Helps You Do Your Best:

Our Benefits Take Care Of The Whole You—So You Can Build Your Work Around Your Life (Not The Other Way Around!).

• Competitive Base Salaries

• Bonus Incentives

• Generous PTO, Floating Holidays and 12 Federal Holidays observed
• Support for financial-well-being and retirement 401k with employer match
• Comprehensive medical, dental, vision, hospital indemnity, critical illness, pet insurance and more
• Employer paid short-term/long-term disability and basic life insurance  
• Flexible hybrid working arrangements.
• Paid parental leave and adoption reimbursement programs
• Free access to on-site staffed fitness centers (in Delaware) and gym subsidy (for locations outside Delaware) 
• Confidential counseling support (EAP), Health Advocacy services and Wellness program with financial incentives
• Tuition Reimbursement and Family Scholarship Programs
• Career development and training opportunities

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Sallie Mae Is Proud To Be An Equal Opportunity (Eeo) Employer. All Qualified Applicants Will Receive Consideration For Employment Without Regard To Race, Color, Religion, Sex, Gender, Sexual Orientation, National Origin, Age, Genetic Information, Gender Identity, Disability, Veteran Status Or Any Other Characteristic Protected By Federal, State Or Local Law. Click Here To View The U.S. Pay Transparency Policy, Here For Federal Job Applicant Notices, And Here To View The California Employee Privacy Notice.

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