Lead the development and implementation of comprehensive marketing effectiveness and brand health measurement, encompassing the establishment of processes, guidelines, method/vendor selection for paid, earned, and owned media, as well as the execution of longer-term and annual creative testing plans, ensuring clear ROI understanding and quantified effectiveness of our marketing efforts against business goals.
Utilize advanced analytics and learnings from marketing effectiveness results to drive recommendations, best practices, and universal truths in media strategies. Collaborate closely with the media team to optimize briefing and tactic/partner selection, ensuring alignment with data-driven insights and maximizing the impact of marketing campaigns across various channels.
Develop in-house models and dashboards for measuring marketing effectiveness and brand growth objectives using Power BI. Leverage these tools to provide real-time analytics and recommendations, driving data-driven decisions and optimizing campaign effectiveness across digital and traditional media channels.
Manage external providers and supervise the execution of consumer research, while collaborating cross-functionally with internal teams, including cross-functional leaders, to ensure alignment of marketing effectiveness efforts and recommendations with business needs and objectives.
Stay abreast of media industry trends, emerging methodologies, and tools in marketing effectiveness. Recommend and drive initiatives to adopt new approaches, improve measurement techniques, and foster a culture of innovation and learning within the team, including evaluating new technologies and experimenting with advanced analytics methods.
Lead and coach others, focusing on data, analytics, and media measurement, to drive professional development and elevate performance, while continuously seeking out new platforms and advanced tools to enhance the evaluation of digital and social campaigns.
Define and track the marketing effectiveness budget, while contributing to communication development by embedding content effectiveness learnings and best practices throughout the process, and effectively communicating insights and recommendations to internal teams and senior management.
Up to 10% travel, when necessary
Skills That Will Make You Successful
Demonstrated ability to analyze critical business requirements, identify gaps and potential opportunities to develop innovative methodologies for enhancing effectiveness and return on investment.
Advanced data analysis skills with the ability to present insight-led stories that inspire action. This includes facilitating discussions with marketing leaders to set brand objectives and define KPIs, distilling insights from various data sources and presenting actionable recommendations.
Storytelling skills to synthesize complex data sets into clear, concise, engaging narratives that drive growth for our brands and business.
Proficiency in advising and influencing stakeholders at all levels of the business to achieve strategic objectives.
A self-starter who can achieve results in an intense, fast-paced, virtual team environment, balancing multiple competing priorities on tight deadlines in high-pressure environment.
Critical thinker; fast learner; proactive problem solver.
Demonstrated relationship-building skills.
Creative, detail oriented and highly organized.
Effective time management skills.
Hypothesis driven problem-solving skills.
Passionate about technology and new media
Experiences that will support your success
Bachelor's degree in Marketing, Analytics, Economics, Business or related.
Years of experience: 7+ years
Experience in marketing effectiveness / analytics in a CPG company, media, research, or digital agency
Experience with media measurement tools (Marketing Mix Modeling, Sales Lift, Digital Attribution, A/B Testing), campaign in-market testing tools (Adv post-testing, Brand Lift), campaign pre-testing research (early-stage communication tests, copy tests), and brand health tracking.
Experience with Omnichannel measurement (brick & mortar + Ecomm)
Experience with partnering and utilizing information from Media Agency partners to build measurement tools.
Experience with nuances across the global media landscape and understanding the differences in US market vs. international measurement
Experience with 1st Party Data and creating in-house measurement tools
Experience with Power BI to create media / business dashboards across databases
Experience in translating business objectives into measurement goals.
Demonstrated expertise partnering with stakeholder to support the achievement of business goals.
Excellent knowledge and understanding of media, digital metrics and the wider digital industry.
Proficiency with Microsoft Office with advanced Excel skills
