Senior Program Manager (Multi-Touch Attribution Ownership & Paid Media Analytics)

Job description

To own and evolve Navy Federal’s Multi‑Touch Attribution (MTA) capability and paid media measurement strategy in order to enable decision‑ready insights across marketing. This role is responsible for defining the MTA roadmap, ensuring analytical quality and consistency, partnering with internal teams and vendors, and embedding attribution insights into repeatable decision‑making across paid (and owned, where applicable) media channels. - Own the strategy, roadmap, and ongoing evolution of the Multi‑Touch Attribution experience across paid (and owned, where applicable) media - Define what “decision‑ready MTA” means across use cases such as campaign performance, channel optimization, forecasting, and testing - Establish and maintain standard attribution views, frameworks, and definitions to ensure consistent interpretation and use - Partner with analytics, data science, and marketing stakeholders to ensure MTA outputs are accurate, consistent, and aligned to business goals - Act as a subject‑matter expert in paid media analytics, including channel mechanics, optimization levers, and measurement tradeoffs - Interpret MTA and last‑touch data together to provide nuanced insights on incr...