Director, Performance Analytics

Mindshare Director, Performance Analytics Department & Job Summary – Mindshare Data Strategy & Analytics The Performance Analyst works cross-functionally alongside Mindshare’s Planning, Activation, and Data Operations & Tech teams, to uniquely understand, analyze, and deliver on clients’ most-valuable business outcomes and accelerate their growth ambitions. The analyst will be grounded with expert knowledge of performance media and online retail platforms, while also understanding how to analyze and drive growth for campaigns across the full consumer journey. The analyst will understand the bigger picture of a shopper’s decisioning path (both long and short term) as well as discern how to best optimize to deliver on client’s business objectives. In addition to working with Mindshare’s internal teams, the Performance Analyst will work with clients to identify their short- and long-term business objectives and help develop a roadmap for growth in collaboration with the E2E strategist, ensuring the right analytics framework is in place to deliver. They will also consult closely on the paid, owned, and earned media ecosystem to maximize performance, connecting disparate measurement solutions to better understand overall performance. To be successful in this team you must possess a hunger to uncover insights, learn, drive performance, coupled with a start-up mentality to continually innovate our evolving practice. Quick Notes: Client commitment will be dedicated to one client, Unilever The role will be tasked with crafting a performance measurement & analytics culture, which will involve everything from strategic measurement frameworks, monthly and ad-hoc analytics/reporting deliverables, scenario planning, and communications with internal teams, client stakeholders and external partners. The candidate will possess a unique set of analytical, technical, and communication skills, as they are responsible for clearly articulating the detail behind the approaches used, the findings, and the strategy implications. They must be able to not only analyze and understand the right optimization decisions to make for Unilever brands and categories, but also translate needs to our Data Operations & Tech team to ensure the infrastructure & implementation of our data is sound. What we love about this position: Opportunity to guide the continuous evolution of Mindshare’s Data Strategy & Analytics service offerings, specifically in a quickly growing function Fuses measurement & analytics with strategic performance marketing practices, business outcomes Bridges the gap between core data governance & implementation with planning and investment Connects traditional Brand building with converting demand and driving sales How we’ll grow together: Mindshare advocates career growth. We will explore growth opportunities with you across the Mindshare network, and GroupM/ WPP network as your career extends Exposure both within the Mindshare/GroupM network and the larger media industry. There is high-level engagement from some of the biggest players in the field like Google, Adobe, Facebook, Amazon, Walmart, and so many more to help us excel on behalf of our clients.

Role and Responsibilities:

The Performance Analyst is a digital native with a deep understanding of brand, commerce & DTC, and data operations & tech. They value the principles of brand and performance marketing & analytics, understanding that consumer journeys are dynamic and delivering against those journeys most effectively requires a holistic approach to marketing and analysis. As such, they are also a proven applicator of data to inform outcome-based media approaches that fuel both short- and long-term business goals. Analyze and present performance reports/optimization opportunities including ROI model monthly outputs, trends, deep dives etc; forecasts & scenario planning; micro KPI optimization (e.g. Google Analytics, MikMak, Social Influencer Engagement, Creative deep dives, etc)[*note – beginning and EOY LOMs will have more lean in from E2E strategist given connectivity] Develop and own KPI mapping documents by brand x campaign (in collaboration with E2E strategist) to ensure ‘create’ and ‘convert’ demand KPIs (macro and micro) are aligned according to campaign performance objectives Maintain outcomes framework for BU/category to ensure all analysis being done is tying back and pacing towards core brand power, ROI/revenue, and Commerce KPI goals (ensure working with Commerce Analytics specialist lead[s] to integrate into broader performance reads) Integrate topline Commerce reporting from Tier 1 retailers into Monthly LOMs and reporting, ensure this person is the expert in high level integration of all create and convert demand channel analysis (e.g. National, Tier 1 Commerce, Trad Search) Meet regularly with relevant JBP measurement leads & measurement vendors in market to provide proper POV and support for client/brand teams (e.g. Meta, Amazon, NBC but also measurement vendors such as Measured, Rockerbox) Work directly with partners (JBP, Networks, Retailers) to share out Quarterly indexed ROI numbers and work with them (in collaboration with planning/investment/E2E) on optimization Lead test-and-learn design along with DMMC and internal E2E strategists and planning/activation leads. Performance Analytics lead should be driving the KPI setting, benchmarking and design overall, ensuring the strategists feedback on tie back to comms/activation approach Lead connection with restructured ‘Data Tech’ team to ensure UTMs, naming convention, API and data management all delivering on upstream needs (*note – not hands on keyboard but ensuring that client/analyst needs are heard and implemented properly) Develop media optimization and strategy recommendations to deliver on brand/ecommerce goals, inclusive of recommended channels (ecomm/OMNI and reach-based media), directional allocation of investments, and any associated tactical considerations in order to deliver on retail-specific objectives. E2E strategist responsible for the tactical strategy, comms, journey and audience approach but the data and learnings driving that should come from performance analyst Collaborate with E2E strategist on audience development (throughout the funnel), maximizing 1st party data usage, and partner level allocations (through forecasting work, analysis and recommendation) Project manage the details ensuring work is organized, communicated to the right parties, deadlines are achieved by driving process steps forward, and meetings are set up as needed Works with other Performance Analyst leads internally to ensure P1 connectivity. All Performance Analyst Directors to craft, on specified cadence, P1 learnings and best practices across all macro and micro KPIs (e.g. Quarterly P1 reads in the P1 Media Statuses) Performance Analyst BU leads to also drive P1 efforts as main project managers/feed in of data, such as Project Propeller/PMO, Influencer deep dives cross-BU, P1 creative analysis/modular analysis, ad-hoc requests

 What you’ve already conquered:

Embody an intellectual curiosity around what data means by putting it into context of the client’s business and focusing on asking the next question. Analytical thinker knowledgeable in the online/offline digital ecosystem Strong knowledge to expert in core data governance practices (e.g. best practices around naming conventions, databasing, data quality/QA, etc) Familiarity with tech infrastructure (e.g. API & data management through Adverity, KNIME/Alteryx, SQL querying, etc) Ability to leverage disparate data sets and translate into cohesive performance optimization story, data harmonization and goal pacing (towards key business objectives and outcomes) Minimum of 5-7 years’ Analytics and/or DTC/Commerce integrated activation and Data Ops & Tech,preferred with client facing exposure Strong knowledge to expert with analytics platforms and solutions (e.g., MMM, sufficiency modeling, Machine Learning/AI) Experience and training in strategy and analytics platforms (e.g., Google Analytics, Facebook Blueprint, Amazon DSP campaigns certification, or equivalent qualifications) Experience in marketing/brand strategy, media/digital strategy and ad tech/mar tech/Commerce knowledge Managed medium-sized teams and prioritize competing projects and deliverables Microsoft Office: Excel, Word, PowerPoint Mindshare is an EEO/AA Employer, M/F/Disability/Veterans Non Discrimination Disclosure: We do not discriminate on the basis of race, color, religion, sex, sexual orientation, national origin, citizenship, age, marital status, disability, veteran status, or any other status or class protected by applicable law. We apply this policy to recruiting, hiring, training, testing, compensation, promotion, transfer, benefits, and all other terms and conditions of employment. Mindshare is winning new business and expanding – come grow with us Visit Mindshare online at

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