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Job Description: Regional Associate Director Measurement/Measurement Lead
Location: London
About the Client
Adidas is a global client operated centrally from London supporting a series of regional hubs. The Emerging Markets hubs cover: Southeast Asia, Australia, India, Middle East, Israel, Turkey, and South Africa.
EssenceMediacom are responsible for all media planning and buying for this client globally. A central element of the service that we provide is that of measurement – providing the foundational insights that inform campaign activation and optimisation. Measurement is implemented in the region across Share of Search, Brand Insights, MMM and an increasingly important Test & Learn approach. However, the missing part is the extraction of insights based on the results.
The Role
As measurement lead you will be the regional expert in measurement, providing direction and support to colleagues and clients. You will also ensure that, in this nascent region, best practice needs to be defined, delivered and policed.
Specifically, the media measurement service covers the following areas:
1. Defining and implementing a measurement framework across the region
2. Implementing and policing an insights-based approach to reporting
3. Locally tailoring and implementing a region-specific test and learn program
4. Policing tests in market, assisting with test design and measurement
5. Aggregating learning into regional specific summaries
6. Assisting in the design, data-collection, interpretation and application of MMM data
7. Being the thought-leader in Measurement topics, inspiring local teams in the latest developments in measurement thinking
8. Providing assistance with measurement challenges in-market
9. Support in the development of automated reporting and analysis tools
The measurement lead will be working with colleagues and clients who are not specialists in measurement, so will need to combine a strong analytical capability with the ability to translate the data into insights and practical application of those insights in a language that stakeholders will easily understand.
Key Competencies:
In order to deliver these objectives you will need to have a combination of both technical capabilities and softer communication skills.
Technical skills
1. Proficient in MMM and its potential applications
2. Strong analytical capabilities
3. A strong understanding of statistics and data-driven insights generation
4. Data analysis (mostly in excel)
5. PowerPoint
6. Database analytical skills
7. Test and Learn
Planning and Analytical Skills
1. Ability to derive robust and actionable insights out of data
2. Create hypotheses from insights that can feed into future planning
3. Translate MMM output and associated criteria into specifications to be used in the development of campaigns – media mix, flighting, full funnel
Communication Skills
1. Articulate and confident
2. Proactive – you will need to be a self-starter, able to prioritise tasks and resource utilization across all areas of the hub deliverables.
3. Collaborative - you will need to work with local markets and convince them to adopt your processes and recommendations
4. Clear thinker and clear communicator – you will need to be able to translate complex analytics to audiences less familiar with analytics
Key Stakeholders:
Whilst you will be reporting into the regional Hub leader, you will also need to be able to manage the demands from a range of stakeholders. These will include:
1. EMCM Cluster performance and Brand marketing leads
2. adidas Hub & cluster teams
3. EMCM Global adidas Team
4. EMCM Global performance marketing and brand leads
5. Meta, Google and ROIH cluster and EM SPOCs
Key Deliverables:
Specifically…
1. Quarterly Share of Search reporting, analysis and support
2. Brand Funnel Half Year reporting, analysis and support
3. Media Mix Modelling cluster support
4. Reporting standardisation initiatives
5. Ad Attention cluster support
6. EMCM QBR
7. SBP 2024
8. Ad hoc cluster measurement support
9. Post campaign analysis reporting and support
10. Thought leadership on Measurement related topics
What we can offer you.
1. Company pension scheme
2. Private medical insurance
3. 25 days holiday (increases with length of service)
4. Life assurance
5. Permanent health insurance
6. WPP share options scheme.
7. Discretionary bonus scheme
8. Free eyecare vouchers and money off glasses
9. Extensive training and development
10. Corporate gym memberships
11. Cycle to work scheme.
12. Interest-free travel loan
13. Free breakfast (cereal and fruit)
14. Smart shopper (online discount on a variety of products)
Sounds good? We’d love to hear from you!
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