Director - Media Effectiveness

Dentsu Aegis Network Ltd.; Bengaluru; On-site; INR 4,200,000 - 6,500,000; Full time

Job summary

Dentsu X in Bangalore seeks a Director of Marketing Effectiveness to own the insights and analysis discipline across the practice. Lead cross-channel measurement, collaborate with the Media team, and drive evolution of measurement practices to meet client marketing objectives.

With 9+ years of experience, you will harmonize online and offline performance, build scalable models, and deliver actionable insights that influence marketing budgets.

Qualifications

• 9+ years of relevant experience.
• Experience in marketing analytics and attribution.
• Experience across online and offline channels.

Responsibilities

• Own the insights and analysis discipline across the practice.
• Execute a comprehensive strategic roadmap for marketing effectiveness.
• Harmonize online and offline channel performance using MMM, MTA, and test-and-control.
• Facilitate clients in acquiring essential data for ROI analyses.
• Collaborate with Media team to craft cross-channel measurement plans and KPIs.
• Drive evolution of measurement practices with innovative test designs.
• Refine and enhance marketing analytics models with data science input.
• Develop replicable models, tools, and templates for cross-client use.
• Address ad hoc analysis requests to guide business decisions.

Skills

Marketing Analytics

Consumer Insights

Measurement & Attribution

Marketing Mix Modeling

Media Effectiveness

Social Analytics

Revenue Growth Management

Trade Spend Optimization

Pricing Strategy

Shopper Analytics

Digital Measurement

Cross-functional Stakeholder

Executive Communication

Strategic Consulting

Go-to-Market Strategy

Econometric Modeling

Promotional Effectiveness

Data Storytelling

Dashboard Building

Team Management

Job description

The Director of Marketing Effectiveness will play a pivotal role in steering the team's strategic & operational direction. Key responsibility is to take complete ownership of the overarching insights and analysis discipline within the practice. This expertise is critical for fostering collaboration across diverse channels, ensuring a cohesive and strategic response to meet our client’s marketing objectives.

Key Responsibilities

1. Execute Strategic Roadmap:
   • Aid in executing a comprehensive strategic roadmap for marketing effectiveness.
   • Incorporate methodologies like marketing measurement, simulation/forecasting, and scenario planning.
   • Drive tangible business outcomes through a well-defined and actionable strategy.
2. Harmonize Online and Offline Channel Performance:
   • Leverage marketing analytics to seamlessly harmonize online and offline perspectives of channel performance.
   • Utilize MMM, MTA, test & control methodologies to present a unified, cross-channel view of marketing performance and attribution.
   • Derive actionable insights to inform strategic decision-making.
3. Client Data Acquisition:
   • Facilitate clients in acquiring essential data for ROI analyses.
   • Ensure a thorough understanding of client needs and goals to tailor data acquisition processes accordingly.
4. Collaborate with the Media Team:
   • Collaborate closely with the Media team to craft cross-channel measurement plans and KPIs.
   • Consider business nuances like campaign objectives (e.g., performance vs. awareness) to ensure effective measurement strategies.
5. Drive Evolution of Measurement Practices:
   • Propel the evolution and acceleration of measurement practices.
   • Introduce innovative test designs to ensure continual learning and adaptation to industry shifts.
6. Refine and Enhance Analytics Models:
   • Continuously refine and enhance marketing analytics and optimization models.
   • Work closely with the data science team to adapt models to shifts in the business landscape.
7. Develop Replicable Models and Tools:
   • Develop replicable models, tools, and templates that are scalable and universally applicable across clients.
   • Ensure the efficiency and effectiveness of measurement tools for seamless implementation.
8. Ad Hoc Analysis and Decision Support:
   • Address requests for ad hoc analysis to guide business decisions.
   • Inform marketing budget allocation through comprehensive analysis and insights.

Required

9+ years of relevant experience.

Skills Required

• Marketing Analytics
• Consumer Insights
• Measurement & Attribution
• Marketing Mix Modeling (MMM)
• Media Effectiveness
• Social Analytics and Listening
• Revenue Growth Management (RGM)
• Trade Spend Optimization
• Pricing Strategy
• Shopper Analytics
• Digital Measurement
• Cross-functional Stakeholder Management
• Executive Communication
• Strategic Consulting
• Go-to-Market Strategy
• Econometric Modeling
• Promotional Effectiveness
• Data Storytelling
• Dashboard Building
• Team management

Location: Bangalore

Brand: Dentsu X

Time Type: Full time

Contract Type: Permanent

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