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Paid Media Planning & Analytics Manager

Udemy
$112,000-$140,000 USD
United States, California, San Francisco
600 Harrison Street (Show on map)
Jun 09, 2025
About us At Udemy, we're on a mission to transform lives through learning. Through our intelligent skills platform and a global community of instructors, we've helped nearly 80 million learners and more than 17,000 organizations achieve their goals. Come join us in ensuring everyone, everywhere has access to the skills they need to unlock their potential and create possibilities for themselves and others. Learn more about us on our company page. Where we work Udemy is a global company headquartered in San Francisco, with additional U.S. offices in Denver and Austin, and international hubs in Australia, India, Ireland, Mexico, and Turkiye. *This is an in-office position, requiring three days a week in the office (Tuesday, Wednesday, Thursday) and flexibility on Mondays and Fridays. About your Skills Analysis:* You investigate performance trends, changes, and anomalies to uncover actionable insights that drive continuous optimization. By synthesizing complex data, you provide clear recommendations to enhance paid marketing strategies and overall performance. Strategic Thinking: You develop innovative paid media strategies aligned with customer journeys and business objectives. Leveraging data, market trends, and competitor insights, you create forward-looking solutions to maximize ROI and position the business for long-term success. Collaboration and Influencing: You develop relationships effectively up, down, and across the organization and are able to strategically use these relationships to help move your work forward. You scope a solution that will "get to yes" and also are capable of pushing back on disagreement if they will not provide the outcome needed for the team or the business. Decision Making: You use critical thinking to follow a defined decision making process and consider multiple perspectives. Upon making a decision, you are clear in your communication and ensure everyone is aligned in execution. About this role As a member of Udemy's Performance & Growth Marketing team, you'll contribute to the mission of improving lives through learning by reaching and engaging with learners and organizational buyers through paid marketing channels to help them discover and experience how Udemy's breadth of learning solutions can empower and transform individuals, teams and organizations to help them achieve their goals. As the Brand & Consumer Paid Media Planning & Analytics Manager, you'll be instrumental in refining our paid media strategy and driving performance across paid advertising channels. In this highly analytical and strategic role, you will focus on optimizing our paid marketing funnel and implementing successful paid media strategies aligned with our customers' buyer journey. You will generate actionable insights through thorough reporting and analysis and collaborate closely with the marketing analytics team on projects such as paid media measurement, incrementality testing, and Mixed Media Modeling. These efforts will inform paid budget allocation and are essential for optimizing our marketing performance. With a strong emphasis on data-driven decision-making, ROI optimization and integrated marketing collaboration, your contributions will lead our performance marketing efforts to new heights. What you'll be doing Media Planning & Budget Management: Contribute to the quarterly paid media plan development, allocating spend budgets by channel and tactic based on program strategy, objectives, mixed media modeling and expected performance. This includes brand and consumer media planning and implementing a full-funnel marketing strategy. Track and monitor spend pacing against budgets and recommend within-quarter budget adjustments based on performance and goal progress. Attribution and Measurement: Work closely with the marketing analytics team on projects like paid media measurement framework development, incrementality testing and Mixed Media Modeling to inform paid budget allocation and media mix optimization. Reporting, Insights & Analysis: Generate reports, dashboards, and analyses to evaluate the impact of paid media efforts on GMV and derive actionable insights for performance optimization and media planning strategies. This includes creating Clarisights dashboards, providing QBR insights and analyzing trends and correlations between the Consumer and B2B business units to identify opportunities for cross-business optimization. Paid Marketing Strategy: Develop and implement strategies to optimize Udemy's paid media funnel in alignment with customer journeys, messaging, and positioning. Manage the testing and optimization roadmap, document results and learnings, diversify the channel mix, and collaborate with stakeholders to enhance the full-funnel digital experience. Conduct market and competitor research to identify new channel opportunities and tactics. What you'll have 5+ years of experience in paid performance marketing and media planning with a focus on D2C/Consumer programs, brand building and full funnel strategies. In-depth knowledge of paid digital advertising channels, trends, and best practices. Experience working closely with marketing analytics teams on projects like paid media measurement, incrementality testing and Mixed Media Modeling to inform paid budget allocation and optimization and a strong understanding of measurement concepts (like attribution). Proficiency in reporting, Excel data analysis and data visualization tools. Excellent quantitative, analytical and problem solving skills with the ability to derive actionable insights from data. Analytics certifications preferred. Self-motivated & proactive, meticulous attention to detail, excellent communication and presentation skills, well organized and results obsessed with a passion for driving continuous improvement. Ability to thrive in a fast-paced, dynamic environment and comfort with ambiguity, new processes and big thinking. At Udemy, we strive to be transparent around compensation. Actual compensation for this role is based on several factors, including but not limited to job-related skills, qualifications, experience, and specific work location due to differences in the cost of labor. In addition to a base salary, this role is also eligible for benefits and equity. Hiring Compensation Range $112,000 - $140,000 USD We understand that not everyone will match each of the above qualifications. However, we also realize that everyone has unique experiences that can add value to our company. Even if you think your background might not perfectly align, we'd love to hear from you! Life at Udemy We aspire to be as vibrant and dynamic as the communities we serve, as inquisitive as those who use our platform, and as revolutionary as the future we strive to open for everyone. Here are some of the things we love about life at Udemy: We're invested in creating an inclusive environment that welcomes a diverse range of backgrounds and experiences. From creating employee resource groups, ensuring we're a Fair Pay Workplace, and building a flexible work culture, our belonging, equity, diversity, and inclusion (BEDI) initiatives always put our people first. We want you to be able to bring your authentic self to work because when we all do, we're better for it. Learning is what we do - inside and out. Our Learning & Development team is second to none, helping ensure your journey is one of continuous progression. You'll also have unlimited access to Udemy courses, monthly UDays (meeting-free professional development days), and a generous annual professional development stipend. Our reason to exist is to revolutionize learning - that calls for taking risks and learning from failures. Whether it's our hackathons (a company-wide effort to envision new possibilities for our product) or sharing our prototypes, we see experimentation as a crucial step on the path to success. We're committed to creating world-class employee experiences and are proud of the recognition of this by Great Place to Work. Of course, the best thing about being part of Udemy is knowing your work makes a difference for people and organizations around the world. You've got the skills; why not use them to help others develop theirs? At Udemy, we value diversity and inclusion and consider qualified applicants without regard to race, color, religion, sex, national origin, ancestry, age, genetic information, sexual orientation, gender identity, marital or family status, veteran status, medical condition, or disability. Our Benefits Start with U Our benefits start with you and were built to provide you and your family with the protection and care you need, making it easy to access the right coverage when you need it most. Benefits vary by region, and we encourage applicants to review our US Benefits, Ireland Benefits & Turkiye Benefits pages to get an understanding of some of the benefits we offer. For details on region-specific benefits, please refer to the information provided during the hiring process. Benefits outlined are provided as a general overview and may vary depending on the location, role, and employment classification. All benefits are subject to change at the discretion of the organization and in accordance with applicable laws and policies. Information regarding data privacy is available within the Udemy Careers Privacy Notice.