Manager, Media Experimentation & Incrementality

NBCUniversal is one of the world's leading media and entertainment companies. We create world-class content, which we distribute across our portfolio of film, television, and streaming, and bring to life through our global theme park destinations, consumer products, and experiences. We own and operate leading entertainment and news brands, including NBC, NBC News, NBC Sports, Telemundo, NBC Local Stations, Bravo, and Peacock, our premium ad-supported streaming service. We produce and distribute premier filmed entertainment and programming through our powerhouse film and television studios, including Universal Pictures, DreamWorks Animation, and Focus Features, and the four global television studios under the Universal Studio Group banner, and operate industry-leading theme parks and experiences around the world through Universal Destinations & Experiences, including Universal Orlando Resort, home to Universal Epic Universe, and Universal Studios Hollywood. NBCUniversal is a subsidiary of Comcast Corporation. Visit www.nbcuniversal.com for more information. Our impact is rooted in improving the communities where our employees, customers, and audiences live and work. We have a rich tradition of giving back and ensuring our employees have the opportunity to serve their communities. We champion an inclusive culture and strive to attract and develop a talented workforce to create and deliver a wide range of content reflecting our world. Peacock is in the middle of a significant strategic evolution, and how we measure media sits at the center of it. Our investment spans major performance publishers and leading streaming and CTV device platforms and proving the true incremental impact of that investment is one of the most consequential analytics problems in the business. The Manager, Media Experimentation & Incrementality is responsible for the design, execution, and quality of NBCU's incrementality testing program: the studies that establish what media actually drives subscriber growth. Sitting within the Media Analytics team, this role helps shape the learning agenda for testing across Performance and Device media and owns how each study is designed, run, and read: decision-grade standards, defensible results, and clear budget guidance. Experimentation is one of three pillars in our measurement framework, alongside Marketing Mix Modeling and Multi-Touch Attribution, and serves as the causal source of truth that calibrates the other two. This is a technical role first. The program is expanding in scope and rigor, including extending causal measurement beyond acquisition into subscriber engagement, and its credibility rests on the quality of its methods. The ideal candidate has deep command of causal inference in media (RCTs, geo and matched-market designs, difference-in-differences, holdouts), fluency in power analysis and common failure modes such as leakage and seasonality, and the hands-on SQL, R, or Python skills to independently validate what vendors deliver. Strong communication and cross-functional influence remain essential; here, they are built on technical credibility. Key Responsibilities Responsibilities include, but are not limited to: Own statistical rigor across the program: review and approve study designs, evaluate vendor methods and assumptions, enforce power standards, and reject or redesign under-powered or invalid proposals Shape the incrementality testing roadmap with Media Analytics leadership: define hypotheses, decision criteria, and power thresholds, and own end-to-end execution of the roadmap Run independent validations: monitor for leakage, seasonality confounds, and design defects, and pressure-test vendor deliverables with targeted SQL, R, or Python analysis Triangulate experiment results with MMM and MTA: drive calibration across methods, propose tiebreakers where results diverge, and contribute to a unified view of incrementality across the measurement portfolio Manage the day-to-day relationship with our experimentation vendor: prioritize the study backlog, align on methodology, maintain testing schedules, and escalate blockers early Produce clear, defensible readouts: quantify lift and uncertainty, write concise decision memos, and hand off guidance to the Optimization & Insights team for in-market execution and pacing Support the expansion of causal measurement into subscriber engagement, including holdout-based approaches Mentor a Media Analytics analyst and uplevel partner teams on test design, statistical power, and common pitfalls, contributing to a standardized measurement approach across NBCU's Media Group 4+ years in marketing/media experimentation with direct design/QA ownership and experience partnering with an incrementality testing measurement vendor (e.g., Haus, Measured, or similar).   Proven command of causal inference in media—appropriate use of RCT, geo, diff-in-diff, and platform holdouts—and the ability to evaluate vendor assumptions/methods.   Familiarity with power analysis, and failure modes (leakage, seasonality, parallel trends); history of stopping or redesigning under-powered tests.   Platform experience: Google/Meta/TikTok incrementality and at least one CTV/Device environment (e.g., Roku, Samsung, Vizio).   Experience reconciling vendor experiment reads with MMM/MTA and informing planning/pacing decisions without surprises.   Fluent in SQL and Excel Knowledge of big data infrastructure and data science techniques.  Effective communicator and collaborator with strong project management; ability to work in a highly matrixed environment and influence media buyers/channel leads.   Desired Characteristics:  Strong interpersonal skills with the ability to collaborate, motivate, and influence.  Ability to thrive in a fast-paced environment and meet tight deadlines.  Proficient in using R or Python for data analysis Strong interest in the media industry, specifically in television and streaming.  Strong sense o