Marketing Effectiveness & Measurement Lead

Urban Outfitters Europe; Greater London; On-site; GBP 60,000 - 90,000; Full time

Benefits offered by this job

Flexible start times

Bring your dog to work

Private Medical Insurance

URBN brand discount (up to 40%)

On-site gym and wellness room

Job summary

Urban Outfitters Europe is seeking a senior Marketing Analytics lead to shape measurement frameworks and allocate marketing investments across brand and performance. You will own MMM/MTA implementations, build LTV reporting, and translate complex data into clear financial recommendations for senior stakeholders.

Based in London, you will collaborate with Brand, Creative, Finance, and Data teams to ensure cross-functional alignment and data integrity across European markets.

Qualifications

• Proven hands-on experience with MMM, 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.
• Experience owning reporting across a multi-channel marketing function.
• 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.

Responsibilities

• Own and evolve the measurement framework across all marketing channels.
• Lead MMM and MTA implementation and operation, in-house or via vendor.
• Run incrementality testing to validate model outputs and spending decisions.
• Ensure privacy-compliant measurement and prepare for a cookieless future.
• Design and own the single source of truth for marketing performance in Europe.
• Report brand health metrics (awareness, consideration, share of voice) with performance KPIs.
• Build and maintain channel- and cohort-level LTV reporting linking acquisition to long-term value.
• Translate model outputs into executive-ready narratives for senior stakeholders and Finance.
• Use MMM and MTA outputs to inform channel investment decisions.
• Partner with channel leads across paid/social, paid search, affiliates, email, and organic to ground budgets in data.
• Own marketing efficiency metrics (ROAS by cohort, CAC:LTV) to improve spend efficiency.
• Contribute to annual and seasonal budget planning with data-backed scenario modelling.
• Collaborate with Brand/Creative to ensure brand investment is measurable in models.
• Partner with Finance to align methodology and support budget sign-off.
• Collaborate with Data/BI to maintain clean data pipelines supporting the measurement stack.

Skills

MMM

MTA

LTV analysis

translate outputs

data warehouse

multi-channel reporting

retail/DTC ecommerce

European data

incrementality testing

media planning exposure

SQL

Python

Tools

SQL

Python

Job description

Urban Outfitters Europe is seeking a senior Marketing Analytics lead to shape measurement frameworks and allocate marketing investments across brand and performance. You will own MMM/MTA implementations, build LTV reporting, and translate complex data into clear financial recommendations for senior stakeholders.

Based in London, you will collaborate with Brand, Creative, Finance, and Data teams to ensure cross-functional alignment and data integrity across European markets.