Product Manager - Attribution and Measurement

About TEGNA

TEGNA Inc. helps people thrive in their local communities by providing the trusted local news and services that matter most. With 64 television stations in 51 U.S. markets, TEGNA reaches more than 100 million people monthly across the web, mobile apps, streaming, and linear television. Together, we are building a sustainable future for local news.

TEGNA, a leading local media company, is looking for a Product Manager to manage attribution and measurement within our ad tech platform. Advertisers ask one question when a campaign ends: Did this cause anything? Your goal will be to give them an answer they can defend to their own team.

We have first-party viewing and outcome data from stations in 64 markets, with delivery reaching well beyond them, which supports controlled tests most local sellers cannot run. We emphasize causal rigor, focusing on the claims we can stand behind when a client checks them.

Key Responsibilities

• Strategic Leadership
• Measurement Roadmap: Define what we can prove today, what we want to prove next, and what it takes to get there.
• Claim Standard: Define what we assert at what evidence level, and apply it across sales and client services.
• Thought Leadership: Represent our methodology to clients, agencies, and auditors.
• Core Product Ownership
• These are some of the areas that you can expect to work in, but not exclusive
• Attribution Methodology: Own look-back windows, touch definitions, and how credit gets assigned across single, multi, and omni-touch.
• Incrementality: Design geo holdouts, matched market tests, and control groups that hold up under scrutiny.
• Accreditation: Own our path to Media Rating Council accreditation, the standard that certifies how a measurement metric is counted and reported, and the documentation an audit requires.
• Measurement Data: Specify what measurement needs from the data layer, and hold the standard for the joins underneath a claim.
• Applied AI: Own the models behind conversion prediction and lift estimation, and the tests that confirm a result is causal.
• Tactical Execution
• Agile Delivery: Write requirements the engineering and data science teams can build from.
• Change Management: Ship methodology changes with client impact stated in advance.
• Cross-Functional Collaboration: Partner daily with Engineering, Client Services, Sales, Ad Operations, and Program Management.
• Required Experience and Skills
• Technical Expertise
• Causal inference. Experiment design, control group construction, and the difference between correlation and lift.
• Attribution methods across view-through, click-through, and multi-touch, and where each one misleads.
• Media Rating Council standards and what an accreditation audit examines.
• SQL, enough to check a result before defending it.
• CTV and local media measurement are a plus.
• Professional Experience
• 5+ years in measurement, marketing science, or analytics product management.
• Designed and ran a controlled experiment whose result changed a commercial decision.
• Shipped a methodology change that moved every client's numbers, and can describe the cost in phone calls.
• Told a client their campaign produced no measurable lift.
• Shipped a product surface with a model behind it, and can explain how they tested it.
• Soft Skills
• Holds a standard when the commercial pressure runs the other way.
• Explains a confidence interval to someone who does not want to hear one.
• Reports a test as inconclusive when it is.
• Builds a prototype before writing a spec.

Pay Range

$80,000 — $140,000 USD