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

Overview

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.

Responsibilities

• 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 incrementality, efficiency, and performance drivers
• Translate analytics outputs into clear optimization recommendations and learning agendas for paid media teams
• Support KPI standardization and benchmarking across channels, products, and campaigns
• Serve as the primary analytics owner and point of contact for MTA and paid media measurement vendors
• Manage vendor relationships, including roadmap alignment, enhancements, bug tracking, and data quality issues
• Assess contracted capabilities versus evolving business needs
• Translate business requirements into actionable vendor asks and ensure solutions are implemented and adopted effectively
• Partner with internal teams to support tool governance, documentation, and change management
• Partner closely with Marketing, Analytics, Data Science, and external agencies to align measurement strategy and execution
• Lead conversations with senior stakeholders to set expectations, explain measurement tradeoffs, and build confidence in MTA insights
• Influence adoption by shifting analytics from ad hoc reporting to repeatable, embedded decision support
• Support training, documentation, and enablement to increase MTA fluency across teams
• Ensure high standards for data quality, validation, and documentation within the MTA ecosystem
• Help define ownership boundaries between internal teams and external vendors
• Identify opportunities to simplify workflows, reduce manual effort, and improve the scalability of attribution insights
• Contribute to broader analytics standards and marketing measurement operating models

• Significant experience in marketing analytics, paid media analytics, or marketing measurement
• Hands-on experience with multi-touch attribution models and applying them to business decision-making
• Strong understanding of paid media channels, performance metrics, and optimization frameworks
• Experience managing external vendors or analytics platforms, including roadmap and issue management
• Proven ability to translate complex analytics into clear, actionable insights for non-technical audiences
• Strong communication, influence, and stakeholder management skills

• 7+ years of experience in marketing analytics, paid media analytics, or marketing measurement
• Experience working in large, matrixed organizations
• Familiarity with marketing analytics platforms, attribution tools, or enterprise data environments
• Experience partnering with agencies on paid media measurement and optimization
• Comfort operating in ambiguous or evolving environments where frameworks are still being defined

• Monday - Friday, 8:00AM - 4:30PM

• 820 Follin Lane, Vienna, VA 22180