Senior Director, Marketing Effectiveness

$143,400 - $285,450/Yr

PayPal India Private Limited - New York, NY

Full-time - Senior

Hybrid - New York, NY

About the position

The Investment ROI and Effectiveness Leader at PayPal is responsible for overseeing cross-functional initiatives and governance to ensure the effectiveness of total investments for the Consumer segment and Global Marketing. This role involves designing and developing a best-in-class measurement framework that guides and optimizes investment decisions. The leader will work closely with business analytics and technology teams to implement capabilities that provide real-time insights into the impact of marketing actions across the Consumer funnel. As part of the newly established Investment ROI and Effectiveness office within the Consumer/Marketing organization, this leader will collaborate with various departments including Finance, Marketing, Business Analytics, and Consumer Segment owners. The primary goal is to develop and implement a high-fidelity ROI measurement framework that enhances decision-making for commercial and marketing leaders, optimizes returns, and ensures the effectiveness of investments. The role also includes aligning with the CFO's office to establish a strategic investment framework for the Consumer segment and Marketing, while creating an investment governance process that ensures visibility and accountability. The leader will directly manage a team of ROI/Effectiveness professionals responsible for planning, executing, and sustaining all ROI/Effectiveness programs and projects.

Responsibilities

• Partner with the CFO's office to develop financial models that assess the financial performance of projects and investments.
• Create and execute governance processes for monthly and quarterly investment reviews.
• Analyze performance data to identify trends, insights, and areas of improvement to increase the return on investment for Consumer and Marketing initiatives.
• Develop and implement strategies to enhance the effectiveness and efficiency of marketing campaigns/programs.
• Develop a high-fidelity measurement framework to enable better decision-making by commercial and marketing leaders, thereby increasing ROI.
• Serve as the business stakeholder to the business analytics and technology teams, presenting business requirements and providing input to develop and deploy measurement models (Media Mix Model, Multitouch Attribution, A/B test, Match market, etc).
• Present findings and strategic recommendations to senior management to optimize media mix, creatives, messaging, and overall cost of acquisition.
• Partner with the business operations office on the execution of the consumer segment operating rhythms.

Requirements

• 10-15 years of relevant experience, including several years in senior leadership roles overseeing ROI/effectiveness initiatives.
• Proven executive leadership experience in driving large-scale measurement programs and managing complex change initiatives within a corporate environment.
• Proven experience in Marketing Mix Models, Multitouch Attribution, and Last touch attribution to measure end-to-end campaigns.
• Strong analytical and problem-solving skills, with the ability to synthesize complex information and drive data-driven decision-making.
• Excellent communication and stakeholder management abilities, with the capacity to influence and align diverse groups across the organization.
• Successful track record of building and leading high-performing teams, fostering a culture of collaboration, innovation, and continuous improvement.
• Experience in the financial services/payment industry is a plus.

Nice-to-haves

• Passion for staying on the cutting edge of marketing and tech capabilities that deliver real-time insights for investment optimization.

Benefits

• Flexible work environment
• Employee shares options
• Health insurance
• Life insurance
• Dental insurance
• Vision insurance
• Annual performance bonus
• Equity compensation
• Medical benefits
• Wellness programs