Why this role exists

The team has never run a single incrementality test, and — for a hyper-local product — still bids uniformly nationwide. Meanwhile an automated bidding system is being built. Without a trustworthy incrementality signal, it will shift budget at machine speed toward whatever attributes best, which is typically whatever is least incremental.

The efficiency at stake is in the eight figures annually, and it gates most other growth work. This role sits independently, not under the media-buying team — otherwise day-to-day campaign work will crowd it out.

What you'll own

• Design, execution, and readout of geo holdouts and other lift tests
• DMA-level LTV modeling and geo-tiered bidding
• The objective function and decision rules for the agentic bidding system
• Success criteria and power requirements for product experiments, including local verticals
• Serving both the paid and organic growth teams

What we're looking for

• Hands-on incrementality / geo-experiment experience is required — familiarity with the concept is not enough; you've designed and run them
• 4–8 years in marketing or growth analytics
• Fluent with MMPs, clear-eyed about attribution's limits, has built LTV models
• Strong SQL and Python
• Preferred: analytics support for $20M+ in annual spend
• Industry open — gaming, e-commerce, subscription, and fintech all transfer

First 90 days

• Audit spend by optimization event; build the DMA-level value table
• Launch the first geo holdout, starting with brand terms and retargeting audiences
• Deliver a first geo-tiered bidding proposal