Interim Marketing Effectiveness Lead

Go Fractional; Greater London; Hybrid; GBP 65,000 - 90,000; Full time

Job summary

Urban Outfitters Europe is seeking a Marketing Effectiveness Lead to bring rigour and strategy to measurement and investment across paid, organic, and social channels. You will own MMM/MTA implementations, build cross-channel reporting, and translate complex data into actionable budget recommendations.

The role sits at the intersection of brand and performance, ensuring unified measurement and accountability for every pound spent. EU data across multi-market contexts is a plus.

Qualifications

• Hands-on MMM experience or managing vendor relationships for MMM.
• Strong understanding of MTA platforms and their limitations.
• Experience building LTV and cohort analysis frameworks in ecommerce.
• Ability to translate quantitative outputs into clear commercial recommendations.
• Experience owning reporting across a multi-channel marketing function.

Responsibilities

• Measure, plan, and allocate marketing investment across brand and performance.
• Build measurement frameworks, run models, and translate data into budget recommendations.
• Own the measurement framework across paid, organic, social, brand, and performance channels.
• Lead MMM and MTA implementation, in-house or via vendor partnerships.
• Run incrementality testing to validate model outputs and inform spend decisions.
• Ensure privacy-compliant measurement approaches in a cookieless future.
• Design and own the single source of truth for marketing performance in Europe.
• Generate executive-ready narratives for senior stakeholders and Finance.

Skills

MMM experience

MTA platforms

LTV & cohort analysis

data translation to business

brand & performance collaboration

reporting ownership

Tools

SQL

Python

Job description

Marketing Effectiveness Lead, Urban Outfitters Europe

Who you are

• Proven hands-on experience with MMM — either building models in-house or managing vendor relationships
• Strong understanding of MTA platforms and their limitations
• Experience building LTV and cohort analysis frameworks in an ecommerce context
• Ability to translate complex quantitative outputs into clear commercial recommendations
• Confident working with both brand and performance teams — comfortable in a briefing room and a data warehouse
• Experience owning reporting across a multi-channel marketing function

Desirable

• Background in retail, fashion, or DTC ecommerce
• Experience working with European multi-market data (currency, seasonality, market mix variation)
• Familiarity with incrementality testing methodologies (geo-lift, holdout groups)
• Exposure to media agency planning and buying cycles
• SQL or Python skills for data manipulation — you don't need to be an engineer but being able to interrogate data directly is a strong plus

What the job involves

• Urban Outfitters' European digital business is growing across paid, organic, and social channels, and we need someone who can make sense of all of it
• This role exists to bring rigour and strategy to how we measure, plan, and allocate our marketing investment across both brand and performance
• You will be the go-to person for understanding what's working and why — building the measurement frameworks, running the models, and translating complex data into clear budget recommendations
• You'll sit at the intersection of brand and performance, ensuring neither operates in a silo and that every pound spent is accountable to a commercial outcome
• Own and evolve the measurement framework across all marketing channels — paid, organic, social, brand, and performance
• Lead the implementation and ongoing operation of Marketing Mix Modelling (MMM) and Multi-Touch Attribution (MTA) — either in-house or via vendor partnership
• Run incrementality testing to validate model outputs and build confidence in spend decisions
• Ensure measurement approaches are privacy-compliant and future-proofed against a cookieless environment
• Design and own the single source of truth for marketing performance across the European business
• Report on brand health metrics — awareness, consideration, share of voice — alongside performance KPIs
• Build and maintain LTV reporting by channel and cohort, surfacing insights that connect acquisition investment to long-term customer value
• Translate model outputs into clear, executive-ready narratives for senior stakeholders and Finance
• Use MMM and MTA outputs to inform and challenge channel investment decisions — where to spend, where to pull back, and where the untapped opportunity sits
• Partner with channel leads across paid social, paid search, affiliates, email, and organic to ensure budget allocation is grounded in effectiveness data
• Own the marketing efficiency metrics — ROAS by cohort, CAC:LTV — and use them to drive continuous improvement in spend efficiency
• Contribute to annual and seasonal budget planning cycles with data-backed scenario modelling
• Work closely with Brand and Creative teams to ensure brand investment is measurable and included in effectiveness modelling
• Partner with Finance to align on methodology, build finance-level confidence in measurement outputs, and support budget sign-off
• Collaborate with Data/BI to maintain clean, reliable data pipelines that underpin the measurement stack