Vice President, Measurement Innovation

4 weeks ago

New York, New York, United States Dotdash Meredith Full time

About Us:

We help people answer questions, solve problems, and get inspiration over 30MM times a day as they engage with our content across nearly 50 quality brands (including Verywell, People, Investopedia, BHG, InStyle, Travel + Leisure, Food & Wine, Allrecipes, Serious Eats, and more). Our intent targeting tool, D/Cipher, allows us to reach people in their moment of need without reliance on identity (cookies or otherwise)--and we guarantee its performance.

Dotdash Meredith is a leader in the future of the open web, with our powerful cookieless intent targeting tool D/Cipher that allows us to reach consumers in their moments of need with the right and most relevant ads, without the need to know who users are. We aim to ensure that our users are given the best experience as they come to our brands to answer questions, solve problems, and get inspired; and we believe--and have proven--that putting users first and reaching them in their moment of need drives outsized performance. As the industry continues to evolve we will lead in cookieless measurement, and are looking for a leader to help us further that mission.

Job Description:

At Dotdash Meredith we believe there's a better approach to measurement in media--an approach that is privacy-first and does not require deterministic tracking of individuals. We are seeking a VP of Measurement to lead our measurement strategies and to be a strong advocate for change in the industry. This role is crucial for driving our understanding of media performance, audience behaviors, and advertising effectiveness.

The ideal candidate will have a deep understanding of and experience with the wide variety of measurement methodologies, from brand lift studies to multi-touch attribution (MTA) and marketing mix modeling (MMM). The person in this role will lead our innovation in measurement to continue to demonstrate our performance to our partners, leveraging our rich first-party data that includes content consumption patterns across our nearly 50 high-quality, trusted brands.

In addition to ensuring we consistently demonstrate our performance to our partners, the ideal candidate will be passionate about advocating for and leading change in measurement to ensure that the open web's value can be clearly demonstrated at an industry level. This will include engagement with industry leaders, our biggest advertising partners, measurement providers (both established and emerging), and academics. The right person for this role will be passionate about change and eager to think through, build, test, and improve creative solutions to measurement.

Key Responsibilities:

  • Develop and oversee comprehensive measurement strategies that align with our business goals.
  • Lead the custom implementation of advanced analytical methodologies such as U-MMM, as well as partner with third-party measurement providers on brand lift, foot traffic, sales lift, content impact, etc.
  • Evaluate and respond to ongoing industry changes related to the deprecation of third-party cookies, ensuring that our measurement capabilities remain robust and insightful.
  • Innovate and develop new measurement techniques and tools to enhance our understanding of audience engagement and advertising effectiveness.
  • Build excellent, collaborative relationships across working groups within Dotdash Meredith (including Research, Marketing, Campaign Analytics, Sales, Rev Ops, Data Ops, etc.) to support key businesses spanning verticals from health to food to travel to finance and more.
  • Manage a team of measurement professionals, providing guidance, training, and development to support their growth and the department's impact in a cookieless future.
  • Deploy strong analytical skills to surface insights and demonstrate campaign performance, presenting findings in a clear and actionable manner to senior management and non-technical stakeholders, as well as externally to clients, agencies, and industry events.
  • Clearly communicate complex and detailed information in actionable ways for senior leadership

Qualifications:

  • Bachelor's or Master's degree in Statistics, Mathematics, Economics, Computer Science, or a related field.
  • Minimum of 8 years of experience in a measurement-focused role within digital and/or print media.
  • Deep knowledge of current measurement methodologies, including brand lift, MMM, and MTA, including both their strengths and weaknesses.
  • Proven track record of adapting measurement strategies to changes in data privacy and technology landscapes.
  • Strong analytical skills and the ability to use data to drive business decisions.
  • Exceptional leadership abilities with experience managing teams and cross-departmental projects.
  • Curiosity and a passion for innovation in measurement methodologies.
  • Excellent communication and presentation skills

Hybrid 3x a week - NYC

In-office Expectations: This position is hybrid in-office, with the ability to work remotely for up to 2 days per week.

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