Manager, Demand Generation Analytics

IRB USA Inspire Resources; Atlanta (GA); On-site; USD 80,000 - 110,000; Full time

Benefits offered by this job

Up to 15% domestic travel

Job summary

IRB USA Inspire Resources in Atlanta, Georgia is seeking a Manager, Demand Generation Analytics to lead the development and measurement of audience-driven media strategies. The role includes managing a team of analysts and building scalable audiences using SQL, ensuring alignment with brand KPIs.

The ideal candidate has over 7 years of experience in media measurement, team management, and proficiency in SQL and data visualization tools like Tableau. The position requires a collaborative mindset to build strong relationships across teams.

Qualifications

• 2+ years managing at least one analyst.
• 7+ years working with media mix modeling, brand lift studies, digital attribution, and foot-traffic measurement.
• 1+ year(s) creating automated processes to aggregate media spend and impression data.

Responsibilities

• Manage and develop a team of analysts responsible for audience creation.
• Design audience definitions using SQL across multiple data sources.
• Own post-campaign analysis of audiences for effectiveness.

Skills

SQL

Media measurement

Analytical skills

Team management

Data visualization tools

Education

Minimum 4-year degree

Tools

Tableau

MicroStrategy

Google Data Studio

Job description

The Manager, Demand Generation Analytics leads the development, activation, and measurement of audience‑driven media strategies across the Inspire Brands portfolio. This role manages two analysts and is accountable for building scalable, analytically sound audiences using SQL and first‑ and third‑party data, and for evaluating the incremental sales impact of those audiences once activated in paid media.

Responsibilities

• Manage and develop a team of analysts responsible for audience creation, activation support, and measurement.
• Design and build audience definitions using SQL across multiple first- and third‑party data sources.
• Own post‑campaign analysis of audiences, including incremental sales, purchase frequency, ticket size, and ROAS, to assess effectiveness and inform future investment decisions.
• Establish clear linkages between audience‑targeted media exposure and brand KPIs and business outcomes.
• Develop and socialize repeatable analytical frameworks for evaluating audience performance across brands and channels.
• Monitor competitive media and audience strategies to identify emerging trends, opportunities, and risks.
• Partner with cross‑functional teams to ensure measurement approaches are aligned, scalable, and decision‑ready.
• Ensure data quality, methodological rigor, and consistency in how audiences and results are defined and reported.

Qualifications

• Education: Minimum 4‑year degree.
• Management Experience: 2+ years managing at least one analyst.
• Media Measurement Experience: 7+ years working with media mix modeling, brand lift studies, digital attribution, and foot‑traffic measurement.
• ETL Experience: 1+ year(s) creating automated processes to aggregate media spend and impression data from media partners.
• Dashboard Tools: 2+ years using Tableau, MicroStrategy, or Google Data Studio for automated reporting.
• SQL: 4+ years of database querying experience.

Key Knowledge, Skills, and Abilities

• Strong understanding of Customer Data Platforms (CDPs) and clean‑room technologies, including audience activation and incrementality‑based methodologies.
• Advanced proficiency in SQL and working with large, complex datasets to build, validate, and scale audience definitions.
• Deep knowledge of media measurement approaches, such as incremental sales lift, foot traffic, customer panels, and walled‑garden measurement frameworks.
• Familiarity with media measurement solutions and vendors across TV, CTV, Video, Social, Display, Search, and OOH.
• Strong analytical, storytelling, and communication skills to link audience-level media exposure to business outcomes and to synthesize complex analyses into clear, actionable insights.
• Experience managing, mentoring, or reviewing analysts, including providing technical guidance, analytical feedback, and prioritization support.
• Collaborative, team‑oriented mindset with the ability to build strong relationships with internal teams, agency partners, and external vendors.
• Intellectual curiosity around media, audiences, and consumer behavior.

Travel

Up to 15% domestic travel.