Associate Director, Media Insights and Measurement

1 month ago

Detroit, United States Publicis Collective Full time

Job Description

The Associate Director of Analytics will collaborate with marketing partners and strategy teams to understand business and marketing objectives and develop analytics and measurement approaches to meet those objectives. They will work closely with internal cross-functional teams and Analytics leads for the application of data-driven insights into the measurement and reporting processes, leveraging data to quantify media campaign performance and answer key business questions that inform media planning and buying.

The Associate Director is responsible for digital media measurement and analytics. This role is expected to own project work, manage timelines and provide ongoing strategic account direction/vision for technology, process, and media reporting/insights. This position requires both strategic and tactical skill sets with an eye for numbers, intellectual curiosity, and proficiency with problem-solving, strong command of both traditional and digital media, and the ability to make complex topics relatable.

Additionally, this person will be responsible for mentoring and managing junior team members and resources as necessary.

Key Responsibilities:

Build strong relationships with internal stakeholders, facilitating synergy between the planning and activation functions that manage day-to-day client business Consult with senior client marketing and business leaders to define and answer most important business questions Work collaboratively with the network to provide the client with thought leadership, and leverage it to create meaningful and measurable marketing experiences Create and manage deliverables against detailed project plans that align expectations with actionable outcomes Determine the best means of communicating analytical insights to clients that ensures understanding of results and application of the analyses is applied Build presentations providing clear analytics story and present findings/insights as well as methodology/data approaches reliably to clients through a variety of different presentation opportunities (i.e. why the work is important, the truths that the analytics reveal, and the actions that should follow the analysis) Execute, manage, and deliver best-in-class reporting and measurement to inform media executions Lead discussions around KPI development, and technology integrations that can improve efficiency, range or quality of data, or support new media executions Consult and execute on "test and learn" measurement tied to business questions and key performance goals Translate data effectively to inform media planning, targeting and budget allocations and ensure client advertising investment is optimized to drive results Drive day-to-day insights & analytics/reporting efforts while contributing to larger cross-brand learning agenda Develop approaches to address complex reporting and measurement challenges Lead data-centered learning initiatives on client’s behalf to inform optimizations and impact future plans Execute measurement focused on ad/media effectiveness to drive campaign performance Lead and support analytics activities such as modeling and statistical analysis Manage digital campaign data for analysis, insights and reporting Proactively educate internal and external clients on measurement, tools and approaches Communicate opportunities, learnings and recommendations with authority and credibility Measurement planning, campaign reporting, building and maintaining campaign dashboards Oversee post-campaign analyses, media and creative testing/analysis, as well as competitive research and analysis Work as part of a cross-functional team to understand business and marketing objectives and develop integrated marketing solutions and approaches to meet those objectives and improve marketing performance Provide cross-agency data and analytic leadership across task orders to continuously drive collaboration and consistency across team Generate and communicate clear, compelling data analysis in a clear and insightful narrative with actionable insights to ensure data is easily accessible and insightful Drive the use of analytics forward thinking across the organization and the evolution of our reporting infrastructure by adopting cutting-edge technologies and best practices

Qualifications

Degree in Marketing or quantitative discipline such as statistics, mathematics, or economics. MBA or Advanced Degree a plus 6-8 years relevant work experience in digital analytics or marketing science at a media agency, marketing consulting firm, consultancy company or publisher side 2+ years of client facing/consulting experience Comprehensive understanding of Media metrics, Measurement analytics, Quantitative business measures, advertising technologies and Statistics Highly adaptable, works well in an environment of change, and has ability to lead autonomously in a fast-paced entrepreneurial environment Strong critical thinking and problem-solving skills with a demonstrated ability to mine data, extract and synthesize information into actionable insights SQL experience preferred and data visualization skills a plus (e.g Tableau, Dataroma, PowerBI, etc.) Strong understanding and experience with digital media buying, KPI development, traditional/digital media advertising effectiveness, A/B testing, marketing mix models and technology practices during campaign planning and execution Proven ability to partner cross-functionally and develop strong, impactful relationships Experience and expertise in how to intersect consulting skills, data, advanced analytics, and marketing strategy to drive and improve clients’ business results Excellent communication skills and ability to convey technical and complicated statistics concepts to non-technical audiences

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