Head of Marketing Effectiveness - Bury, United Kingdom - JD Group

Description

Role overview

As part of a growth strategy rooted in customer insights and advanced measurement, the JD Group seeks to innovate its marketing organization with enhancements in measurement and full-funnel marketing media effectiveness strategy.

As part of the Digital Center of Excellence team the candidate will be responsible for building a Marketing Analytics & Measurement roadmap to be deployed within the organization. They will have under their responsibility AdTech and MarTech standards deployment, Analytics (including Media, Content, Audience & Site), Media efficiency and measurement (including Competitive analysis, Brand Equity tracker, MMM, MTA...). With the deployment of standardized process & metrics, he/she will fuel teams with full funnel media & marketing performance insights, driving business outcomes through marketing effectiveness.

This new role at the Group level is critical to accelerate our data driven marketing and media transformation. It requires advanced media analytics and measurement capabilities, high proactivity, and strategic vision, as well as a good understanding of AdTech, MarTech, Data and measurement partners ecosystem.

Key Responsibilities

• Devise and apply a measurement framework across all JD media and marketing channels inclusive of online, offline, brand and performance tactics
• Define attribution models and adapt to new developments in marketing measurement
• Build LTV prediction models and ROI models
• Own growth data strategy and infrastructure
• Develop Media Mix Modelling to understand long term impact of Marketing activity; derive insight from supporting partner models
• Assist teams in synthesizing attribution signals from multiple sources (GA4, MMM, etc) to direct marketing spend in real-time by performance and brand channel
• Understand and direct teams toward the most cost-efficient way to grow brand awareness, brand love and long term brand equity across both mature & emerging global markets
• Work closely with media & marketing teams to ingest and synthesize data from ongoing campaigns; leverage campaign insights to recommend future optimizations and plans for aligned objectives
• Deliver thorough performance retrospective of seasonal campaigns
• Monitor the impact of brand equity on business metrics
• Build dashboards, reports & queries to serve business stakeholders in their ambition to most effectively allocate marketing spend
• Conduct deep-dive analysis to understand complex problems; present objective, data-rich perspectives on marketing effectiveness
• Demonstrate the impact between channels (organic, paid, by platform and media format) on awareness, consideration, conversion and customer acquisition, retention and lifecycles
• Measure creative effectiveness
• Lead the development of clear and concise group media dashboards that will deliver real time performances insights in an intelligent and digestible manner

Skills and experience

• Previous experience in the measurement of large media & marketing budgets in an omni-channel, top-tier retail environment
• Experience in building/supporting multi-channel media planning
• Experience building customized multi-channel attribution models both internally built and leveraging leading platforms
• Experience in Marketing automation and automated bidding strategies
• Great skills with SQL and databases
• Proven track record identifying ongoing opportunities generating media efficiency and business development
• Entrepreneurial and proactive, outside-of-the-box thinking and comfortable working across functional teams with diverse stakeholders
• Highly disciplined and rigorous.

Excellent communication and interpersonal skills and an ability to communicate complex concepts in simple, clear language