Sr. Analyst, Performance Media Analytics

The Media Group at NBCU supports a powerhouse collection of consumer-first brands including Peacock, NBC, Bravo, NBC Sports, and NBCU International. With unequalled scale, our teams make the most out of every opportunity to collaborate and learn from one another. We’re always looking for ways to innovate faster, accelerate our growth and consistently offer the very best in consumer experience. But most of all, we’re backed by a culture of respect. We embrace authenticity and inspire people to thrive. NBCU’s Decision Sciences Media Analytics team is seeking a data-driven, detail-oriented Senior Analyst to enable data-driven decision-marking by advancing our media measurement and incrementality testing capabilities. This role will be instrumental in analyzing media performance, designing media experiments that quantify the causal impact of marketing campaigns on subscriber growth and engagement, and delivering key insights that drive NBCUniversal Television & Streaming and Peacock success. The Sr. Analyst will partner closely with Performance Marketing, Device Marketing, and Data Science to build a scalable testing program that supports channel optimization and strategic planning. Key Responsibilities Identify trends, patterns, and key drivers within data to inform strategic decision-marking and optimize media strategies for the NBCU/Peacock business Design and execute media incrementality tests (geo-based, platform holdouts, audience splits) to assess campaign effectiveness across digital and device channels Assess test feasibility, flighting, and budget needs Define KPIs, minimum detectable effects (MDE) and statistical power to ensure test feasibility and rigor Own documentation and QA of experiment setup/design, tracking, and test results Lead relationships with media platforms (including social media and digital partners) to optimize performance based on analytic findings Partner with stakeholders and testing vendors for clean execution & measurement Build test readouts, reports, and presentations with clear, compelling insights and actionable recommendations Maintain and evolve library of testing methods, experiment templates, and learning documentation Conduct ad-hoc deep dives, exploratory analysis and campaign diagnostics (fatigue, audience overlap) Contribute to cross-channel measurement efforts, triangulating learnings across other techniques including Marketing Mix Modeling, attribution, and experiments Ensure data alignment with wider Advanced Analytics team; help standardize NBCU Media Group’s Measurement approach