Marketing Measurement Lead — MMM, MTA & ROI

Urban Outfitters Europe; Greater London; On-site; GBP 70,000 - 110,000; Full time

Benefits offered by this job

Employee discount

Pension

Private medical insurance

Birthday break

Career development

Volunteering time

Job summary

Urban Outfitters Europe is seeking a data-driven Marketing Analytics Lead to own measurement frameworks across paid, organic, and social channels in Europe. You will build MMM/MTA models and translate insights into budget recommendations for brand and performance.

Reporting to senior stakeholders, you will drive ROI by optimizing spend, conducting incrementality tests, and ensuring privacy-compliant, future-proof measurement in a dynamic retail environment.

Qualifications

• Proven hands-on experience with Marketing Mix Modelling (MMM) and Multi-Touch Attribution (MTA).
• Experience owning reporting across a multi-channel marketing function.
• Experience building LTV and cohort analyses in ecommerce.
• Strong ability to translate quantitative outputs into clear commercial recommendations.
• Familiarity with incrementality testing methodologies (geo-lift, holdout groups).
• Background in retail, fashion, or DTC ecommerce.

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 — 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

Skills

MMM & MTA expertise

Analytics storytelling

Multi-channel analytics

SQL or Python

Brand & performance collaboration

Incrementality testing

Executive communication

Job description

Urban Outfitters Europe is seeking a data-driven Marketing Analytics Lead to own measurement frameworks across paid, organic, and social channels in Europe. You will build MMM/MTA models and translate insights into budget recommendations for brand and performance.

Reporting to senior stakeholders, you will drive ROI by optimizing spend, conducting incrementality tests, and ensuring privacy-compliant, future-proof measurement in a dynamic retail environment.