Sr Analyst, Paid Social

About Lowe’s

Lowe’s is a FORTUNE® 100 home improvement company serving approximately 16 million customer transactions a week in the United States. With total fiscal year 2024 sales of more than $83 billion, Lowe’s operates over 1,700 home improvement stores and employs approximately 300,000 associates. Based in Mooresville, N.C., Lowe’s supports the communities it serves through programs focused on creating safe, affordable housing, improving community spaces, helping to develop the next generation of skilled trade experts and providing disaster relief to communities in need. For more information, visit Lowes.com.

Lowe’s India, the Global Capability Center of Lowe’s Companies Inc., is a hub for driving our technology, business, analytics, and shared services strategy. Based in Bengaluru with over 4,500 associates, it powers innovations across omnichannel retail, AI/ML, enterprise architecture, supply chain, and customer experience. From supporting and launching homegrown solutions to fostering innovation through its Catalyze platform, Lowe’s India plays a pivotal role in transforming home improvement retail while upholding strong commitment to social impact and sustainability. For more information, visit Lowes India

About the Team

The Paid Social team analyze sales data, handle restocking, create enticing displays and handle point of sale marketing. This role leverages digital marketing channels to drive in-store and online traffic, deliver total campaign metrics and optimize ROI for maximum profitability by creating programs from concept to design, or optimizing current programs.

Job Summary:

The primary purpose of the Paid Media Analyst is to support the Paid Media Manager by delivering the daily execution and optimization of digital marketing campaigns. The Paid Media Analyst will support all aspects of digital marketing channel and campaign management, including day to day campaign stewardship, vendor partnership planning and collaboration, competitive tracking and insight, and campaign performance recaps and communication. The Paid Media Analyst is responsible for managing campaigns to weekly and monthly budget goals and will analyze performance data and provide appropriate action plans based on conclusions. This role leverages digital marketing channels to drive in-store and online traffic, deliver total company metrics and optimize ROI for maximum profitability by creating programs from concept to design, or optimizing current programs. Responsibilities include but are not limited to, collaboration on creative and ad copy strategies, determining target audiences based on business needs, preferences or behaviors, monitoring data and data process flows, product feed management, scheduling campaigns (both recurring or ad hoc), tracking results, working with internal tools/processes and external vendors. The Paid Media Analyst will be knowledgeable about database management and can understand and build programs that involve multiple variables delivered through a variety of sources.

Roles & Responsibilities: Core Responsibilities:

• Develop paid media strategies: Plan and execute paid media strategies across platforms such as Facebook Ads, Instagram Ads, Pinterest, TikTok, Reddit.  

• Campaign management: Create, launch, and optimize paid media campaigns to drive brand awareness, traffic, lead generation, mobile app and conversions. Monitor campaign performance, budgets, key metrics, and make data-driven adjustments to achieve campaign objectives.  

• Audience segmentation: Conduct in-depth audience analysis across 1P/2P/3P audiences and identify appropriate cohorts for effective campaign targeting.  

• Executes A/B testing to refine and improve performance continuously.  

• Budget management: Monitor and manage campaign budgets effectively to achieve desired ROAS. Regularly review performance and adjust budget allocations to maximize campaign performance and efficiency.

• Performance tracking and reporting: Utilize analytics tools to track, measure, and analyze campaign performance. Prepare regular reports on key metrics, including impressions, clicks, CPA, CPV, RPV and ROAS. Provide actionable insights and recommendations based on performance analysis.

• Advanced Analytics: Ability to digest, interpret and clearly communicate insights from complex performance data and Multi Touch Attribution reports.

• Collaborate with internal stakeholders to ensure a cohesive and integrated marketing approach.

• Manages multiple projects and stakeholders to prioritize projects with the most impact on operational goals, helps to influence decisions across the organization to drive consumer relevance and engagement. 

• Designs and implements processes that solve complex organizational problems from start to finish with limited input, ability to self-start and self-motivate themselves and cross functional team members.

• Troubleshoot technical assets such as product catalogs, feeds, event pixels and more

Years of Experience:

• 5+ years of experience with minimum 3+ Years of experience with in-depth knowledge on paid social platforms, advertising tools, and ad formats.

Education Qualification & Certifications (optional) Required Minimum Qualifications:

• Bachelor’s degree in marketing, Business, Advertising, or related field

• Meta Blueprint Certification.

Skill Set Required

Primary Skills (must have)

Key skills: Facebook Ad Manager, Pinterest Ad Manager, Reddit Ad Managers, TikTok Ad Managers, Snapchat Ad Managers, X Ad Managers, Data Analysis, Visualization tools (Power Bi, GA4, Adobe Analytics), Data Management Platform/Audience Architecture

• Proficiency in Pinterest and Facebook Business Manager.

• Comfortable handling raw data and identifying trends.

• Ability to interpret insights from Data analytics tools.

• Strategic and analytical thinking, with attention to detail.

• Proactive in achieving goals and driving measurable outcomes.

• Detail-oriented mindset with a focus on continuous improvement, staying up to date with industry trends and best practices.

• Experience with e-commerce or digital marketing for an online business is highly desirable.

• Team player with strong interpersonal skills and the ability to collaborate effectively with cross-functional teams.

• Proactive in achieving goals and driving measurable outcomes.

• Detail-oriented mindset with a focus on continuous improvement, staying up to date with industry trends and best practices.

• Experience with e-commerce or digital marketing for an online business is highly desirable.

• Team player with strong interpersonal skills and the ability to collaborate effectively with cross-functional teams.

• Strong programmatic knowledge.

Secondary Skills (desired)

• Proficiency in Microsoft Excel, power query and SQL

• Experience in creating Power BI dashboard.

• Meta Blueprint Certification.

• Experience on Epsilon people cloud (EPC)