Sr Social Measurement Lead

Social Measurement Strategy

• Define and own Airbnb's social measurement strategy, standardizing frameworks, KPIs, and success criteria across platforms and regions while accounting for local market nuances.
• Elevate reporting into strategic storytelling by synthesizing data across channels, programs, and regions into cohesive, E-team-ready narratives connecting social performance to broader marketing goals and company priorities.
• Lead a global test-and-learn agenda, designing experiments with clear hypotheses and success criteria, running rapid tests to exploit algorithmic dynamics, identify breakout content formats, and unlock outsized reach.
• Drive insights and optimization by analyzing cross-platform performance to surface growth levers, breakout trends, and content opportunities; translate findings into clear, actionable recommendations for creative and strategy teams.
• Apply AI to accelerate analytical depth and speed, leveraging AI tools to build custom reporting views, automate workflows, validate hypotheses, and synthesize internal Airbnb data with external social signals.
• Own the social measurement tool landscape, maintaining expert-level knowledge of platform-native analytics (TikTok, Instagram, YouTube) and third-party tools (e.g., Sprinklr, CreatorIQ, Brandwatch, Tubular); evaluate and onboard new vendors as the landscape evolves.
• Partner with Consumer Insights to enrich qualitative and quantitative research with social-native observations; identify patterns in social conversation that reveal audience shifts, unmet needs, and cultural moments.
• Be hands-on with data: independently pull, query, and analyze data across platforms, internal tools, and third-party systems; ensure data quality, consistency, and alignment on taxonomy and reporting standards across teams.

Requirements

• 15+ years of experience in social analytics, marketing measurement, or digital strategy, ideally at a global consumer brand or platform.
• Deep expertise in organic social and/or influencer measurement, including platform-native analytics and third-party tools.
• Strong analytical and technical skills, with experience in data querying, analysis, and dashboarding (e.g., SQL, Excel, BI tools).
• Proven ability to translate complex data into clear, compelling narratives for cross-functional teams and executive leadership.
• Experience leading test-and-learn agendas and applying experimentation frameworks to drive measurable business outcomes.
• Track record of influencing cross-functional stakeholders and driving alignment in complex, matrixed organizations.
• Comfortable operating at both strategic and executional levels — from shaping global direction to building datasets.
• Demonstrated hands-on proficiency with AI tools for analytical work, including using AI to build dashboards, validate hypotheses, process large datasets, and connect social signals to proprietary business data.
• Deep familiarity with the social measurement tool landscape, including proven ability to model or extrapolate data not directly available through public sources.