Analyst, Media Analytics

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The Media Intelligence team at Salesforce is seeking a highly analytical, technically skilled, and business-oriented Analyst to lead the Audience & Intent Analytics workstream. This role sits at the intersection of paid media, audience strategy, analytics engineering, dashboard development, and stakeholder enablement.

This individual will own the measurement framework and reporting ecosystem used to evaluate how audience targeting, segmentation, and intent strategies influence marketing performance across the funnel. The role expands Media Intelligence's capabilities beyond traditional campaign reporting by helping the organization better understand who we target, why we target them, and how those audiences perform over time.

The ideal candidate is equal parts analyst, dashboard developer, strategist, and communicator - someone who can work comfortably across complex datasets, translate insights into actionable recommendations, and partner effectively with both technical and non-technical stakeholders.

This role requires strong Tableau and SQL skills, experience working with audience or intent data, comfort operating in ambiguous environments, and the ability to drive scalable analytics solutions that influence strategic decision-making.

Lead the Audience Analytics workstream within Media Intelligence, focused on measuring, analyzing, and optimizing how paid media audiences are defined, activated, and perform across the marketing funnel.

Responsibilities include:

• Analyze audience performance across regions, clouds, industries, segments, personas, and journey stages.

• Develop measurement frameworks that connect audience membership and targeting strategies to downstream business outcomes such as responses, MQLs, pipeline, and revenue influence.

• Evaluate audience composition, saturation, engagement, and targeting effectiveness across paid media programs.

• Conduct segmentation and cohort analyses to identify trends, opportunities, and optimization recommendations.

• Support personalization and audience strategy initiatives through data-driven insights.

• Partner with Paid Media, Audience Strategy, and regional stakeholders to evaluate targeting performance and refine segmentation approaches.

• Translate complex analyses into clear, actionable business recommendations for marketing stakeholders and leadership.

Own analytics related to the full audience lifecycle, including:

• Audience creation and onboarding

• Audience activation and deployment

• Engagement and performance measurement

• Funnel progression and downstream conversion analysis

• Audience optimization and refresh strategies

Key areas of analysis may include:

• Engagement by audience segment or persona

• Content and channel effectiveness by audience

• Account saturation and audience overlap analysis

• Deal size, velocity, and sales cycle characteristics by audience

• Audience contribution to pipeline and conversion outcomes

This work helps establish a closed-loop measurement framework that continuously improves audience strategy and activation effectiveness.

Support the operational and analytical management of audience and intent platforms, including Demandbase and related tooling.

Responsibilities include:

• Support audience workflows and governance processes within Demandbase and related systems.

• Partner with stakeholders to operationalize intent data strategies and measurement approaches.

• Analyze intent signal performance and audience engagement trends.

• Evaluate how intent-based targeting impacts paid media effectiveness and downstream funnel performance.

• Help define audience naming conventions, mapping standards, and reporting governance.

• Collaborate with technical teams to improve audience data accessibility and scalability.

Design, build, and enhance scalable Tableau dashboards and reporting experiences that enable stakeholders to explore audience insights independently.

Responsibilities include:

• Build intuitive, executive-ready dashboards that surface actionable audience insights.

• Develop dashboards segmented by:

  • Cloud

  • Industry

  • Region

  • Macro-segment

  • Persona / Job Function

  • Journey Stage

• Create scalable reporting experiences that balance standardization with stakeholder flexibility.

• Ensure dashboards are performant, accurate, and aligned with business definitions.

• Continuously improve reporting usability, design, and stakeholder adoption.

• Partner with analytics engineers and data teams to improve underlying datasets and reporting infrastructure.

Collaborate closely with Media Intelligence analytics engineers and data engineering teams to improve and scale audience analytics infrastructure.

Responsibilities include:

• Define business requirements for new datasets and dbt models.

• Support development of automated audience-performance data models.

• Validate data quality and business logic across reporting layers.

• Reduce reliance on manual processes through scalable automation and standardized reporting logic.

• Document metric definitions, transformations, and reporting methodologies.

Drive adoption, understanding, and self-service usage of audience analytics tools and insights across Media Lab stakeholders.

Responsibilities include:

• Deliver enablement sessions, walkthroughs, and training materials.

• Create documentation and educational resources for dashboards, metrics, and audience methodologies.

• Help stakeholders understand audience data nuances, targeting logic, and measurement frameworks.

• Partner with stakeholders to improve data literacy and reporting adoption.

• Serve as a trusted analytics advisor to Paid Media, Audience Strategy, and Marketing teams.

• 4+ years of experience in analytics, business intelligence, marketing analytics, audience analytics, or related fields.

• Advanced Tableau dashboard development experience.

• Strong SQL skills and experience working with large-scale datasets.

• Experience analyzing marketing, paid media, audience, or funnel performance data.

• Strong analytical thinking and problem-solving skills.

• Experience translating complex data into actionable insights for business stakeholders.

• Excellent communication and stakeholder management skills.

• Ability to manage multiple projects and priorities in a fast-paced environment.

• Comfortable operating in highly cross-functional environments.

• Experience working in B2B SaaS or enterprise marketing environments.

• Familiarity with audience platforms such as Demandbase, 6sense, LinkedIn Matched Audiences, or similar technologies.

• Experience with account-based marketing (ABM) and intent data strategies.

• Experience with Snowflake, dbt, or modern analytics engineering workflows.

• Understanding of paid media performance metrics and marketing attribution concepts.

• Experience building scalable reporting frameworks and data governance processes.

• Familiarity with Salesforce campaign and funnel data structures.

Success in this role will be measured through:

• Adoption and usage of audience analytics dashboards across stakeholder groups.

• Improved visibility into audience composition, targeting effectiveness, and performance.

• Increased ability to measure audience impact across funnel stages.

• Reduction in manual audience reporting processes through automation and scalable data models.

• Actionable insights that influence targeting strategies, segmentation decisions, and media optimization.

• Strong stakeholder trust, enablement, and cross-functional partnership.

The Media Intelligence team enables paid media marketers with the data, reporting, insights, and measurement frameworks needed to optimize performance and drive business outcomes. The team operates at the intersection of analytics, data engineering, reporting, and strategic consulting - partnering closely with Paid Media, Audience Strategy, Finance, and Data Engineering teams to power data-driven decision-making across global marketing programs.

Media Intelligence combines technical depth with business context, helping stakeholders move beyond reporting into actionable intelligence and optimization.

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