Senior Analyst Digital & Social Analytics

The Best Players Need the Best People.

Qualifications

• Bachelor’s degree in Statistics, Mathematics, Economics, Computer Science, Business Analytics, Data Science, or a related field; or equivalent combination of education and professional experience.
• Five or more years of experience in digital analytics, social media analytics, audience measurement, business intelligence, or a related analytical field.
• Experience with digital measurement platforms such as Google Analytics, Adobe Analytics, Amplitude, and native social media analytics tools.
• Experience analyzing large datasets and translating findings into actionable business insights.
• Experience working with databases and data querying tools such as SQL.
• Experience using analytical and reporting tools including Tableau, Power BI, Amazon QuickSight, or similar platforms. Experience using Python, R, or other analytical programming languages preferred.
• Experience developing dashboards, reporting solutions, and scalable analytics processes.
• Strong analytical, critical thinking, problem-solving, and data storytelling skills.
• Excellent written and verbal communication skills, with the ability to present technical concepts and insights to non-technical audiences.
• Ability to manage multiple priorities and collaborate effectively across teams in a fast-paced environment.
• Experience with cloud-based analytics platforms, data warehouse environments, and ETL processes preferred.
• Knowledge of sports media, fan engagement analytics, content performance measurement, and audience measurement platforms preferred.

Responsibilities

• Lead digital and social media analytics and reporting across PGA TOUR-owned platforms, delivering actionable insights that support business objectives and decision-making.
• Monitor key performance indicators and evaluate audience, content, engagement, and marketplace trends to identify opportunities, risks, and performance drivers.
• Design, develop, and maintain dashboards, scorecards, and scalable reporting solutions that improve data accessibility, consistency, and decision-making.
• Integrate and analyze data from multiple digital, social, audience, media, and third-party data sources to provide a comprehensive view of performance and fan behavior.
• Establish, document, and maintain standardized KPI definitions, measurement methodologies, reporting requirements, and data governance practices across digital and social analytics.
• Conduct data validation and quality assurance to identify discrepancies, investigate data issues, and improve the accuracy, consistency, and reliability of analytics and reporting.
• Support the automation and continuous improvement of recurring reporting processes, data workflows and analytics solutions to improve efficiency, scalability, and timeliness.
• Conduct ad hoc analyses and research to support business needs, stakeholder requests, performance assessments, and strategic initiatives, business planning, executive decision-making, and stakeholder requests.
• Analyze audience behavior, media consumption trends, competitive performance, and fan engagement to provide insights into content, distribution, and commercial strategies performance.
• Conduct competitive and industry benchmarking to contextualize PGA TOUR digital and social performance and identify relevant trends and opportunities.
• Prepare recurring performance reports and analysis for senior stakeholders, providing clear context around key findings, trends, and performance drivers.
• Collaborate with teams across Media, Commercial, Digital, Research, Finance, and Technology to develop measurement frameworks and support data-driven decision-making.
• Document data sources, business rules, methodologies, dashboards, and reporting processes to improve transparency, consistency, and organizational knowledge.
• Communicate analytical findings effectively to diverse audiences.
• Serve as a trusted resource for data interpretation and reporting best practices.
• Support a culture of data-driven decision-making across the organization.
• Lead special projects, as required.