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Data Analyst - Audience
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About TEGNA
TEGNA Inc. (NYSE: TGNA) 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.
As a Data Analyst for Audience & Content Insights, you will be the architectural bridge between our raw data infrastructure and our creative strategy. You will sit within the Data & AI workstream, focusing on transforming complex datasets into a unified "truth" for the entire organization.
Your mission is twofold: technically, you will build and maintain a robust semantic layer within Snowflake; culturally, you will socialize this data with business users to ensure that every programming and content decision is backed by high-quality, consistent insights.
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Responsibilities:
1. Data Architecture & Semantic Modeling
• Semantic Layer Ownership: Design, develop, and maintain the semantic layer in Snowflake, ensuring standardized definitions for all Audience and Content KPIs.
• Data Transformation: Build and optimize modular, production-grade data pipelines using dbt to turn raw logs into business-ready models.
• Single Source of Truth: Guarantee that metrics (e.g., "Active Viewer" or "Content Engagement") remain consistent across all reporting tools and departments.
2. Insight Generation & Visualization
• Reporting Strategy: Develop high-impact, interactive dashboards in Tableau Cloud that provide real-time visibility into content performance.
• Requirement Gathering: Lead discovery sessions with stakeholders to translate ambiguous business questions into technical user stories and actionable data requirements.
3. Data Socialization & Enablement
• Stakeholder Partnership: Act as the primary data consultant for Marketing, Editorial, and Executive teams to help them interpret and act on insights.
• Data Literacy: Host "Socialization" workshops to train business users on how to navigate the semantic layer and build their own self-service reports.
• Feedback Loops: Work closely with business users to iterate on the data model based on evolving content trends and user needs.
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The Technical Stack
• Cloud Data Warehouse: Snowflake
• Transformation & Modeling: dbt (data build tool)
• BI & Analytics: Tableau Cloud / Tableau Desktop
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Requirements:
• Experience: Approximately 5 years of experience in data analytics or analytics engineering, preferably within a Media, Streaming, or Digital Publishing environment.
• Snowflake Mastery: Advanced SQL skills and experience managing large-scale, high-concurrency data environments.
• dbt Expertise: Proven ability to build version-controlled data models and manage a dbt project lifecycle.
• Visualization: Expert proficiency in Tableau Cloud, with a focus on UX-driven dashboard design.
• Analytical Mindset: Strong ability to understand the "Why" behind the data and translate it into a narrative for non-technical audiences.
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Preferred Qualifications
• Certifications: SnowPro Core, dbt Analytics Engineering Certification, or Tableau Desktop Specialist/Associate.
• Semantic Layer Tech: Experience with dbt Semantic Layer, MetricFlow, or similar governance frameworks.
• Agile Methodology: Experience working in an Agile/Scrum environment using Jira or similar tools for tracking user stories.
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Why Join Us?
In this role, you aren't just "running queries"—you are shaping the data culture of a leading media company. You will have the autonomy to build a world-class semantic layer and the influence to see your insights turn into the next hit series or viral content strategy.
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Benefits:
TEGNA offers comprehensive benefits designed to safeguard the physical, mental and financial health of our employees and their families. TEGNA offers two medical plan options for full and part-time employees through Blue Cross Blue Shield of Texas, as well as access to dental and eye care coverage; fertility, surrogacy and adoption assistance; disability and life insurance.
Our 401(k) program offers full, part-time and temporary employees the opportunity to contribute 1% - 80% of their pay on a pre-tax basis to TEGNA’s 401(k). Contributions made up to the first 4% of pay are eligible for a 100% match from the company and are 100% vested from day one.
Regardless of participation in TEGNA medical plans, ALL employees and their eligible family members receive nine free virtual doctor’s appointments with a physician through Teladoc, and 12 free annual therapy sessions with a licensed clinician through Spring Health.
TEGNA offers a generous Paid Time Off (PTO) benefit as well as nine paid holidays per year.
* Some jobs are covered by a collective bargaining agreement and thus some or all of the benefits described herein may not apply. For example, some newsroom bargaining unit employees receive health and retirement benefits under plans administered by the union.
EEO statement:
TEGNA Inc. is a proud equal opportunity employer. We are proud to be an equal opportunity employer, hiring and developing individuals from diverse backgrounds and experiences to add to our collaborative culture. We value and consider applications from all qualified candidates without regard to actual or perceived race, color, religion, national origin, sex, gender, age, marital status, personal appearance, sexual orientation, gender identity or expression, family responsibilities, disability, medical condition, enrollment in college or vocational school, political affiliation, military or veteran status, citizenship status, genetic information, or any other basis protected by federal, state or local law. TEGNA will reasonably accommodate qualified individuals with disabilities in accordance with applicable law. If you are in need of an accommodation in order to submit your application, please email askhr@tegna.com
Recruiting Fraud Alert:
To all candidates: your personal information and online safety are important to us. Only TEGNA Recruiters or Hiring Managers will reach out to you regarding consideration of your application or background. Communications with TEGNA employees will either come from a TEGNA email address with a domain of tegna.com or one of our affiliate station domains.
Recruiters or Hiring Managers will never request payments, ask for financial account information or sensitive information such as social security numbers.
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