Analytics Director - NatWest

About Us 

IPG Mediabrands is the media and marketing solutions division of Interpublic Group (NYSE: IPG). Mediabrands manages approximately $40 billion in marketing investment globally on behalf of its clients and provides strategic services and solutions across its award-winning, full-service agency networks UM, Initiative and Mediahub and through its innovative marketing specialist companies Kinesso, Magna, Orion, Rapport and Mediabrands Content Studio. Mediabrands clients include many of the world’s most recognisable and iconic brands from a broad portfolio of industry sectors. The company employs more than 13,000 marketing experts in more than 130 countries, representing the full diversity of humanity. For more information, please visit our website: www.ipgmediabrands.com.

Role Description 

The purpose of the Director (Effectiveness), is to: 

• Provide consulting services on all aspects of marketing effectiveness including development and implementation of measurement frameworks, integrating effectiveness insights to inform marketing and media decision making and advising and deploying measurement techniques like econometrics, digital performance tracking and experimentation. 

• Provide data driven consultancy to clients to solve their business and marketing challenges. 

• Embed analytical and data driven planning into client account teams by working in partnership with Comms design and channel specialists to implement data driven planning and decision making. 

• Support revenue growth through scoping and selling in client projects. 

• Support agency growth by working on new-business pitches as an insights and analytics specialist 

This role will focus primarily on the NatWest Group account. 

Key Responsibilities 

Client consulting and advisory 

• Be the key point of contact for clients on effectiveness projects. To work with them to understand their business and marketing challenges and create robust solutions to address them. 

• Synthesise data, research and analytics assets available across the client account to answer the client’s key marketing challenges. 

• Support on a range of effectiveness and measurement related projects covering econometrics/MMM, digital tracking, and experimentation 

Embedding analytics in day-to-day planning and media execution  

• Be the key point of integration between Media Specialists (Account Management, Comms Designers and Channel Specialists) and Data Specialists (Analytics and BI teams) 

• Work with Communication design and media specialist teams to develop and implement a consistent measurement framework across the client account. 

• Use analytics, research and data assets to inform decisions across the planning process 

• Work to develop a culture of experimentation, testing and optimization on the client account 

• Conduct workshops, training and education sessions with media specialist teams to raise the bar on data driven planning 

Agency growth and new business 

• Consultatively solve client’s marketing challenges by providing curated access to Initiative’s research, analytics and data solutions to generate analytics and insights revenues 

• Support from an analytics and insights perspective on agency new business and pitches. 

DESIRED SKILLS AND EXPERIENCE 

• Experience providing marketing consulting services across a range of sectors.  

• Experience in Financial services marketing is desirable. 

• Extensive experience of providing analytics and data led consulting advisory services in: 

• An agency / consultancy environment (preferable) 

• As part of an in-house analytics and insights team 

• Proven expertise in the following areas: 

• Developing and implementing measurement frameworks and learning agendas 

• Marketing investment planning (Budget setting, Budget allocation etc.) 

• Optimisation, scenario planning, forecasting and business modelling 

• Marketing mix modelling / econometric modelling 

• Marketing experimentation (experiment design and statistical analysis)  

• Digital performance tracking and analytics 

• Working knowledge of  

• Market research methods (Quantitative and qualitative methods) 

• Consumer / customer segmentations 

• Audience strategy and data driven targeting 

• Brand equity measurement, brand tracking 

• Strong communications skills (written and verbal)