Paid Media Planning & Analytics Manager

📌 Core Information

🔹 Job Title: Paid Media Planning & Analytics Manager

🔹 Company: Udemy

🔹 Location: Austin, TX

🔹 Job Type: Hybrid (2 days per week in office)

🔹 Category: Marketing

🔹 Date Posted: 2025-04-23

🔹 Experience Level: 5-10 years

🔹 Remote Status: On-site/Hybrid

🚀 Job Overview

Key aspects of this role include:

• Refining Udemy's paid media strategy to drive performance across advertising channels
• Optimizing the paid marketing funnel and generating actionable insights through reporting and analysis
• Collaborating with marketing analytics teams on projects like paid media measurement, incrementality testing, and Mixed Media Modeling
• Developing and implementing strategies to optimize Udemy’s paid media funnel in alignment with customer journeys, messaging, and positioning

ASSUMPTION: This role requires a strong background in paid performance marketing, data analysis, and collaboration with analytics teams to drive continuous improvement in Udemy's paid media efforts.

📋 Key Responsibilities

✅ 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

✅ 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

✅ 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

✅ Develop and implement strategies to optimize Udemy’s paid media funnel in alignment with customer journeys, messaging, and positioning

✅ Conduct market and competitor research to identify new channel opportunities and tactics

ASSUMPTION: This role requires a high level of analytical thinking, strategic planning, and collaboration with cross-functional teams to optimize Udemy's paid media performance.

🎯 Required Qualifications

Education: Bachelor's degree in Marketing, Business, or a related field

Experience: 5+ years of experience in paid performance marketing and media planning with a focus on D2C/Consumer programs, brand building, and full-funnel strategies

Required Skills:

• 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
• 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

Preferred Skills:

• Analytics certifications
• Self-motivated and proactive, with 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

ASSUMPTION: Candidates should have a strong background in paid performance marketing, data analysis, and collaboration with analytics teams to excel in this role.

💰 Compensation & Benefits

Salary Range: $95,000 - $119,000 USD per year

Benefits:

• Equity
• Professional Development Stipend
• Flexible Work Culture

Working Hours: Full-time (40 hours per week)

ASSUMPTION: The salary range provided is based on Udemy's hiring compensation range and may vary depending on factors such as job-related skills, qualifications, experience, and specific work location.

📌 Applicant Insights

🔍 Company Context

Industry: Udemy operates in the e-learning industry, focusing on providing learning solutions for individuals, teams, and organizations. The global e-learning market is expected to reach $325 billion by 2025, growing at a CAGR of 14.3% from 2020 to 2025.

Company Size: Udemy is a mid-sized company with 1,001-5,000 employees. This size allows for a more agile and collaborative work environment while still offering the resources and opportunities of a larger organization.

Founded: Udemy was founded in 2010 and has since grown to become a leading global marketplace for learning and teaching online.

Company Description:

• Udemy's mission is to transform lives through learning by providing access to a wide range of courses and learning opportunities
• The company offers a global marketplace platform that connects learners, instructors, and enterprises, enabling them to achieve their goals and reach their full potential
• Udemy fosters a culture of innovation, collaboration, and continuous learning, encouraging employees to problem-solve and collaborate to achieve success

Company Specialties:

• E-learning
• Education
• Skills development
• Technology
• Internet
• Marketplace
• Online learning
• Upskilling
• Reskilling
• Power skills
• Business
• Corporate learning

Company Website: http://www.udemy.com

ASSUMPTION: Udemy's focus on continuous learning and employee development makes it an attractive place to work for individuals looking to grow both personally and professionally.

📊 Role Analysis

Career Level: This role is at the mid-level career stage, requiring a balance of strategic thinking, tactical execution, and collaboration with cross-functional teams.

Reporting Structure: The Paid Media Planning & Analytics Manager reports directly to the Senior Manager, Paid Media Planning & Analytics.

Work Arrangement: This hybrid role requires two days per week in Udemy's Austin, TX office, with the remaining days worked remotely.

Growth Opportunities:

• As Udemy continues to grow, there may be opportunities for advancement within the marketing department or other areas of the organization
• The company encourages employees to take on new challenges and develop their skills through its Learning & Development team, unlimited access to Udemy courses, monthly UDays, and a generous annual professional development stipend

ASSUMPTION: Udemy's focus on employee growth and development provides ample opportunities for career advancement and skill-building.

🌍 Location & Work Environment

Office Type: Udemy's Austin, TX office is a collaborative and dynamic workspace that fosters innovation and creativity.

Office Location(s): 823 Congress Ave– 5th Floor, Austin, TX 78701, US

Geographic Context:

• Austin, TX is a vibrant and growing city with a strong tech industry and a high quality of life
• The city offers a diverse range of cultural attractions, outdoor activities, and a thriving food scene
• Austin is also home to several major tech companies, providing ample networking opportunities

Work Schedule: This hybrid role requires two days per week in the office, with the remaining days worked remotely. The work schedule is generally Monday-Friday, 9:00 AM - 5:00 PM CST, with flexibility for the remote workdays.

ASSUMPTION: Udemy's hybrid work arrangement offers the best of both worlds, allowing employees to collaborate in person while also enjoying the flexibility of remote work.

💼 Interview & Application Insights

Typical Process:

• Online application submission
• Phone or video screen with the hiring manager
• On-site or virtual interview with the hiring team
• Final interview with the Senior Manager, Paid Media Planning & Analytics
• Background check and offer extension

Key Assessment Areas:

• Analytical skills and data-driven decision-making
• Strategic thinking and planning
• Collaboration and communication skills
• Problem-solving and troubleshooting
• Cultural fit and alignment with Udemy's values

Application Tips:

• Highlight relevant experience and achievements in paid performance marketing, data analysis, and collaboration with analytics teams
• Tailor your resume and cover letter to emphasize your skills and qualifications for this specific role
• Prepare for behavioral and situational interview questions that focus on your problem-solving, strategic thinking, and collaboration skills
• Research Udemy's company culture and values to demonstrate your fit and enthusiasm for the role

ATS Keywords: Paid Media Planning, Analytics, Data-Driven Decision Making, Budget Management, Attribution, Measurement, Reporting, Insights, Collaboration, Strategic Thinking, Performance Marketing, Digital Advertising, Problem Solving, Communication, Presentation Skills, Market Research

ASSUMPTION: Udemy's interview process is designed to assess candidates' skills, cultural fit, and alignment with the company's values and mission.

🛠️ Tools & Technologies

• Google Analytics
• Adobe Analytics
• Clarisights
• Excel
• Power BI
• Google Ads
• Facebook Ads
• LinkedIn Ads
• Programmatic advertising platforms (e.g., The Trade Desk, Google Display & Video 360)

ASSUMPTION: Udemy's marketing technology stack includes a range of tools and platforms to support data analysis, reporting, and advertising efforts.

👔 Cultural Fit Considerations

Company Values:

• Transform lives through learning
• Be bold
• Act with integrity
• One Udemy
• Embrace change
• Value diversity & inclusion
• Be an owner

Work Style:

• Collaborative and team-oriented
• Data-driven and analytical
• Innovative and creative
• Results-focused and action-oriented
• Adaptable and flexible

Self-Assessment Questions:

• How have you demonstrated Udemy's value of "being bold" in a previous role or project?
• Describe a time when you had to adapt to a significant change in your work environment or processes. How did you handle it, and what was the outcome?
• How do you approach collaborating with cross-functional teams, and can you provide an example of a successful collaboration?

ASSUMPTION: Udemy's company culture emphasizes innovation, collaboration, and continuous learning, making it an attractive place to work for individuals who thrive in dynamic and fast-paced environments.

⚠️ Potential Challenges

• Managing multiple advertising channels and campaigns simultaneously may require strong organizational skills and attention to detail
• Working with large datasets and complex analytics tools may present technical challenges that require continuous learning and problem-solving
• Collaborating with cross-functional teams and stakeholders may require strong communication and interpersonal skills to navigate differing priorities and perspectives
• The hybrid work arrangement may present challenges in maintaining work-life balance and staying connected with colleagues

ASSUMPTION: Udemy's fast-paced and dynamic work environment may present challenges that require strong problem-solving, adaptability, and communication skills.

📈 Similar Roles Comparison

• Compared to other paid media planning roles, this position requires a stronger focus on analytics and data-driven decision-making
• Udemy's global presence and diverse learner base present unique challenges and opportunities in targeting and messaging strategies
• Career progression in this role may lead to opportunities in senior management, marketing strategy, or other specialized marketing functions within the organization

ASSUMPTION: Udemy's unique business model and global focus set this role apart from similar positions in other organizations.

📝 Sample Projects

• Developing and implementing a full-funnel paid media strategy for a new Udemy course launch, including channel mix optimization, messaging testing, and performance tracking
• Conducting a comprehensive analysis of Udemy's paid media funnel to identify opportunities for optimization and cost savings, resulting in a 15% increase in GMV and a 10% reduction in CPA
• Collaborating with the marketing analytics team to develop and implement a mixed media modeling framework, enabling Udemy to optimize its media mix and improve overall marketing performance

ASSUMPTION: Udemy's focus on continuous learning and improvement provides ample opportunities for professionals to take on challenging and impactful projects.

❓ Key Questions to Ask During Interview

• Can you describe the team structure and dynamics within the Paid Media Planning & Analytics team, and how this role fits into the broader marketing organization?
• How does Udemy support the professional development and growth of its employees, particularly in the marketing department?
• Can you provide an example of a recent marketing initiative or campaign that was particularly successful, and what factors contributed to its success?
• How does Udemy approach diversity, equity, and inclusion (DEI) initiatives, and what are some specific examples of DEI-focused programs or practices within the organization?
• What are the most significant challenges facing the Paid Media Planning & Analytics team in the coming months, and how can this role contribute to addressing them?

ASSUMPTION: Asking thoughtful and insightful questions during the interview process demonstrates your interest in the role and Udemy's mission and values.

📌 Next Steps for Applicants

To apply for this position:

• Submit your application through this link
• Tailor your resume and cover letter to highlight your relevant experience and skills for this specific role
• Prepare for behavioral and situational interview questions that focus on your problem-solving, strategic thinking, and collaboration skills
• Research Udemy's company culture and values to demonstrate your fit and enthusiasm for the role
• Follow up with the hiring manager one week after submitting your application to express your continued interest in the position

⚠️ This job description contains AI-assisted information. Details should be verified directly with the employer before making decisions.