Analyst, Paid Digital Media

**Being part of Air Canada is to become part of an iconic Canadian symbol, recently ranked the best Airline in North America. Let your career take flight by joining our diverse and vibrant team at the leading edge of passenger aviation.**

Air Canada is looking for an Analyst, Paid Digital Media to support the monitoring, reporting, and optimization of Air Canada and Aeroplan’s digital media activities, and to help us navigate a fast-changing privacy landscape by enabling more effective use of our first-party data in digital marketing campaigns. Joining the Air Canada Media Desk (ACMD) and reporting to the Manager, Digital Media Analytics, the individual will provide analytical insights and reporting support and will be responsible for delivering the data and analytics required to support campaign execution and understand trends and performance that will inform future strategies.

• *Responsibilities**:
• **Reporting Development**- Responsible for identifying improvements or efficiencies in existing reporting and tracking, recommending new reports to be developed, and incorporating additional data sources (e.g., website clickstream data, cross-channel revenue) as needed.
• **Post-Campaign Reporting**- In collaboration with Digital Media Managers, develop in-depth post-campaign reports focused on paid media. Provide recommendations on key data points, visualizations, and insights to drive actionable conclusions on campaign performance.
• **Performance Trend Analysis** - Use existing reporting tools and enterprise-wide data to deliver regular performance insights and deep dives that inform channel effectiveness, media tactics, and strategic planning.
• **First-Party Audience Strategy** - Provide recommendations on suitable first-party audience segments for paid media campaigns, and support list creation and data pulls in collaboration with internal teams and tools.
• **Test Planning**- Collaborate with Digital Media Managers and the Marketing Communications team to design testing strategies and roadmaps that support continuous optimization of digital media campaigns and initiatives.
• **Automation & Efficiency** - Identify opportunities to automate manual reporting processes and data workflows, leveraging tools such as scripts, dashboards, or business intelligence platforms to increase efficiency and reduce time to insight.
• *Qualifications**
• 3+ years of experience in media analytics, digital marketing, or a related field focused on performance measurement
• University degree or college diploma in Statistics, Economics, Mathematics, Engineering, Computer Science, Operational Research, or other relevant data analytics disciplines
• Proficiency with relational databases and SQL for extracting and manipulating large datasets
• Experience with programming or scripting languages such as Python or R, or ETL tools like Dataiku or Alteryx
• Hands-on experience with business intelligence and data visualization tools (Power BI highly desirable)
• Strong analytical and problem-solving skills, with the ability to translate data into clear and actionable insights
• Excellent written and verbal communication skills, with the ability to present complex findings in a simple and compelling way
• Proven ability to work collaboratively across teams and manage multiple priorities effectively
• Strong business acumen and a strategic mindset
• Experience with web analytics tools such as Adobe Analytics or GA360, including building reports to monitor and optimize media spend
• Familiarity with audience creation and floodlight setup in Google Campaign Manager 360
• Experience using digital advertising platforms such as Google Ads, DV360, SA360, and Meta Business Manager
• Understanding of cross-channel attribution methodologies across paid and owned channels
• Experience planning and executing A/B testing roadmaps to support media and channel optimization
• *Working Conditions**:
• May work in an environment with possible exposure to mild unpleasant or disagreeable conditions.
• Work responsibilities are performed in an environment with occasional exposure to one or more mental pressures.
• *Conditions of Employment**:
• *Linguistic Requirements**
• *Diversity and Inclusion**

Air Canada is strongly committed to Diversity and Inclusion and aims to create a healthy, accessible and rewarding work environment which highlights employees’ unique contributions to our company’s success.