Marketing Measurement Lead - MMM, MTA & Budget (EU)

Urban-Outfitters-7e13a49d; Greater London; On-site; GBP 80,000 - 110,000; Full time

Benefits offered by this job

Flexible start and finish times

Bring your dog to work

Employees Assistance program

Private Medical Insurance

Discount across URBN brands

Cycle to work scheme

Continued development

Job summary

Urban Outfitters is expanding its European digital marketing analytics team in London to measure and optimize paid, organic, and social investments across brand and performance. You will build robust measurement models, translate data into clear budget recommendations, and ensure governance across privacy and data quality.

You will partner with Brand, Creative and Finance to align on strategy, and own reporting that drives commercial outcomes across multiple channels in a fast-paced ecommerce

Qualifications

• 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

Responsibilities

• 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
• 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

Skills

MMM modelling

MTA platforms

LTV analysis

Cohort analysis

Data storytelling

Cross-functional collaboration

Multi-channel reporting

Tools

SQL

Python

Job description

Urban Outfitters is expanding its European digital marketing analytics team in London to measure and optimize paid, organic, and social investments across brand and performance. You will build robust measurement models, translate data into clear budget recommendations, and ensure governance across privacy and data quality.

You will partner with Brand, Creative and Finance to align on strategy, and own reporting that drives commercial outcomes across multiple channels in a fast-paced ecommerce