Urban Outfitters - Marketing Effectiveness Lead

Urban Outfitters; Greater London; On-site; GBP 70,000 - 100,000; Full time

Benefits offered by this job

Flexible start times

Dog-friendly office

On-site gym

Job summary

Urban Outfitters’ European digital business relies on robust measurement across paid, organic, and social channels. This role brings rigour and strategy to how we measure, plan, and allocate marketing investment, ensuring every pound spent aligns with commercial outcomes.

You will translate complex data into clear budget recommendations, sitting between brand and performance to avoid silos and maximize ROAS across channels.

Qualifications

• Proven hands-on experience with Marketing Mix Modelling (MMM).
• Strong understanding of Multi-Touch Attribution (MTA).
• Experience building LTV and cohort analysis frameworks in ecommerce.

Responsibilities

• Own measurement framework across all marketing channels (paid, organic, social, brand, performance).
• Design and maintain single source of truth for marketing performance data.

Skills

MMM

MTA

LTV analysis

Cohort analysis

Commercial recommendations

Brand & performance collaboration

Reporting ownership

Tools

SQL

Python

Job description

About Us

Urban Outfitters started out as a single boutique in 1970s Philadelphia with creativity and uniqueness at its core. 50 years on, and over 60 stores across Europe later, we’ve become a destination for emerging design, unexpected styling, One-Of-A-Kind vintage and homeware that makes you want to hit the share button.

We speak to a social community of over 10 million forward-thinking individuals, bringing together a nostalgia for the past with an enthusiasm to shape the future. The UO community are culturally aware, they shape the music scene, they live a digitally native life and they wear style trends before anyone else. At our core, we empower our customers and staff to express themselves, unapologetically, living life in a way that's truly authentic to them.

We are always excited to bring new talent into the room, especiallyifyoushare our values:

Progressive — we move with the moodCreative — we champion limitless mindsInclusive — we open our platforms to all communitiesResponsible — we work to reduce our impact on the environmentCompassionate — we care for each other beyond the 9 to 5

Sound like you, why not join us?

Role Summary

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.

What You'll Be Doing

Measurement Architecture

• 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

Reporting & Brand Metrics

• 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

Budget Strategy & Channel Planning

• 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

Cross-Functional Partnership

• 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

What You'll Need

Essential

• 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

The Perks

Work-life Balance

• Flexible start and finish times
• Bring your dog to work

Wellbeing

• Employees Assistance program to support with mental, physical and financial health
• Fully equipped free gym and on-site wellness room in Brick Lane and 50% discount of external gym memberships
• Private Medical Insurance

Employee Discount

• Up to 40% off at all URBN Brands!

Community

• One paid day to either volunteer or fundraise for a charity of your choice

Travel

• Cycle to work scheme
• Season ticket loan

Continued Development

• We offer structured support within the business alongside continued learning and development

#UrbanEU

Equal Opportunity Statement

URBN is an Equal Opportunities Employer committed to diversity and inclusion. We provide equal employment opportunities regardless of age, sexual orientation, sex, gender reassignment, pregnancy, marital status, religion, race, or disability. We base all our employment decisions on merit, job requirements and business needs.