The Best Players Need the Best People.
The Senior Analyst, Digital & Social Analytics leads the measurement, reporting, and strategic analysis of performance across the PGA Tour's digital and social media ecosystem. This role serves as the central point of accountability for audience, content, platform, and engagement analytics across owned digital properties – including the PGA Tour website, mobile applications, and social media channels.
Working closely with Content, Product, Marketing, Media, Technology, Fan Engagement, and Executive Leadership teams, the Analyst transforms complex datasets into actionable insights that drive audience growth, deepen fan engagement, improve product performance, and optimize content strategies. The position also plays a critical leadership role in establishing KPI standards, analytics governance, dashboard development, data quality initiatives, and reporting best practices across the organization.
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.
