MMM & Strategic Measurement

• Lead the relationship with Burberry’s in-house MMM team; overseeing the brief, model inputs, validation and readout
• Translate MMM outputs into clear investment recommendations for Media and Finance
• Build the calibration loop between MMM and in-channel measurement, ensuring the two views of performance reconcile and inform each other

Brand Health & Audience Measurement

• Build and report on actionable media insights measuring long-term brand equity and short-term omnichannel revenue derived from competitive intelligence, media planning and performance data
• Partner with the Insights team and external brand tracker provider on Brand Health Tracker methodology, sample design and outputs
• Develop the link between brand metrics (awareness, consideration, brand heat, equity) and media activity, so brand media investment can be enhanced
• Lead media audience and customer journey insight that informs Media Planning briefs and Channel strategy

Attribution & Tactical Measurement

• Set the attribution methodology used across digital media channels and define the rules for how attribution outputs and MMM are read together
• Provide regional and channel-level performance benchmarking that informs Media Plan calibration through the year
• Establish clear measurement requirements for every campaign brief in partnership with the Media Planning and Media Operations teams

Validation & Experimentation

• Oversee the experimentation programme, including geo tests, incrementality studies, conversion lift and brand lift research
• Design tests with statistical rigour, define readout criteria up front, and maintain a learnings library that compounds over time
• Use experimentation to validate omnichannel media investment decisions and to recalibrate measurement models
• Increase scope of KPIs used within the business, such as LTV, CAC, ROMI

Cross-Functional Collaboration

• Partner with the Media Planning Manager and Digital Media Planning Manager, providing the measurement inputs that drive planning decisions and the readouts that close the loop
• Work alongside the Senior Manager, Media Operations and the channel experts (SEO, Paid Search / Affiliate / Programmatic, Paid Social) to ensure measurement requirements are built into activation from the outset
• Coordinate with Media Operations team and ensure channel-level testing plans are incorporated into the overall, robust measurement programme
• Represent media measurement in senior stakeholder forums and translate complex outputs into clear executive narrative

Team Leadership

• Direct line management of the Media Insights Analyst
• Mentor and develop analytics capability across the wider Media team

Tools, Infrastructure & Governance

• Set the requirements for tagging, conversion tracking, server-side measurement (CAPI and equivalents), dashboards and data warehouse provisioning, working in partnership with Media Operations, Data & Analytics and IT.
• Own media measurement governance, data quality standards and methodology documentation, ensuring the team operates against a single source of truth.

KNOWLEDGE, SKILLS AND EXPERIENCE REQUIRED

• 5+ years’ experience in marketing measurement, media analytics, marketing science or media effectiveness, at a brand, agency, consultancy or platform
• Hands-on SQL/Python skills and comfort working directly with data platforms and warehouses
• Hands-on experience with MMM as either a builder or a sophisticated consumer commissioning models, interrogating inputs, interpreting outputs and calibrating against in-market reality
• Strong grounding in digital attribution methodology, including its limits and how to triangulate against other techniques
• Experience designing and running marketing experiments ie, geo tests, incrementality, conversion lift, brand lift; with statistical rigour
• Experience activating measurement across multiple international markets (EMEA, US, APAC) preferred
• Excellent stakeholder management and the ability to translate complex measurement into a clear, confident executive narrative
• Experience managing analysts and developing analytics talent

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