About the Role:
At OMD, we create what’s next and experimentation is how we turn innovation into performance.
We’re looking for an Executive Director to architect, embed, and accelerate cross-market test-and-learn initiatives for OMD’s centrally activated EMEA clients. This role will connect structured testing, automation at scale, and actionable measurement to power better media decisions and sharper business outcomes across our platform based media investments.
You’ll work at the intersection of media, data, and technology, ensuring OMD and our clients stay ahead in an increasingly AI-driven ecosystem. Partnering closely with Strategy, Planning, Analytics, and Performance teams, you’ll build frameworks that democratise insight, scale learning velocity, and drive continual improvement across every market.
Key Responsibilities
· Define and lead the experimentation agenda for OMD EMEA’s largest clients, developing frameworks that align to business priorities, platform evolution, and growth KPIs.
· Design test architectures spanning A/B, automation pilots, geo-based holdouts, and incrementality studies that evolve experimentation from one-off projects to an always-on performance discipline (mainly Search, Social, Programmatic, Amazon and retail media).
· Operationalise hub-to-market enablement, building the processes, playbooks, and governance models that ensure consistency, rigour, and adoption across regions.
· Develop experimentation systems and tools, from hypothesis libraries and knowledge hubs to dashboards that visualise results and track learning velocity.
· Integrate with OMD’s automation and AI roadmaps, partnering with Product and Activation teams to evaluate new tools, algorithms, and buying systems through structured testing.
· Align experimentation design with OMD’s performance media framework, connecting growth, audience, and measurement dimensions into testable hypotheses.
· Collaborate with measurement and analytics experts to link test outcomes to real business value by embedding learnings into OMD’s performance planning and measurement ecosystem.
· Develop team capability in experimentation and data-driven decision-making, raising the measurement fluency and confidence of the organisation.
· Connect disciplines and markets, embedding shared experimentation processes that drive cross-functional collaboration and innovation.
Skills & Experience
· Proven experience leading multi-market or cross-channel experimentation programmes within a global agency, client, or technology environment.
· Deep understanding of testing methodologies (A/B, multivariate, geo-testing, holdouts, incrementality, brand lift) and how to apply them across channels.
· Strong grounding in media effectiveness and performance measurement (MMM, MTA, uplift tests) — ideally with experience using GA4, Meta Lift, DV360 etc
· Demonstrated ability to operationalise test-and-learn programmes, building repeatable systems, templates, and dashboards that scale across regions.
· Hands-on experience in at least two digital channels (Search, Social, Programmatic, or Commerce Media).
· Collaborative leader who thrives in complex, matrixed environments and can translate analytics into actionable marketing strategies.
· Proficiency with analytical platforms (SQL, Power BI, Looker Studio, R/Python) a strong plus.
About the Agency:
At OMD EMEA, we strive to deliver on our promise of ‘better decisions, faster‘ for our clients, partners and all 6,000+ OMDers across our region every day. As part of the world’s largest media network, our business is staging experiences for consumers who have more choice and less attention than ever before. The key to the process is empathy. Empathy to see the world through the eyes of the consumer, to recognise the needs of our clients and to identify aspirations of our talent.
Learn Fast, Act Fast. To help navigate the road to a ‘new normal’, learning from, and acting upon data signals at scale and speed is crucial. Visit Why OMD? to learn more about our unique Act Fast Framework.
Our working pattern for colleagues is to be present in the office three days a week at our offices in London with the other days available to work remotely. Let us know if you have any questions about our working pattern as part of your application and interview process.
Flexible Working
At Omnicom Media Group, we are committed to supporting flexibility for our people while fostering collaboration, innovation, and teamwork. We have a hybrid working model (three days in the office, two working remotely), to ensure that we meet the needs of both our people and our business, balancing the benefits of in-person connections with the flexibility of remote working. Our standard working hours are 9:30 – 17:30, but we offer the ability to flex around core hours of 10:30 – 16:30 to give our people flexibility on how they manage their working day, whether that’s in the office or working remotely. For example, you could start work at 8:30 and finish at 16:30 or start at 10:30 and finish at 18:30.
We encourage open conversations between our people and managers to help navigate high-need periods and individual circumstances. Our goal is to create an environment where people feel genuinely supported to do their best - both in their careers and in their lives outside of work.
Be Your Best
We want everyone to make the most of the opportunity to shine and showcase your talents and we are happy to make adjustments in the recruitment process so you can be your best. Please discuss any specific requirements with your dedicated Talent Team member or if you would feel more comfortable, you can email us confidentially at [email protected] to let us know how we can support you.
Diversity, Equity & Inclusion at OMG
At OMG, our vision is to be an agency where difference is valued and everyone is able to thrive in a culture of equality, inclusion and belonging. We are committed to providing a truly inclusive environment that reflects today’s society, where everyone is able to bring their true selves to work, and where diverse voices and backgrounds are valued, heard, and well-represented.
We will process your personal data in accordance with our Recruitment Privacy Notice which is available on https://omnicommediagroup.com/recruitment-privacy-notices/.
Top Skills
What We Do
OMG UK delivers transformational experiences for consumers, clients and talent. Powered by the Omni marketing orchestration system, OMG connects best-in-class capabilities that enable our full-service media agencies OMD, MG OMD, PHD and Hearts & Science to deliver more relevant and actionable consumer experiences, more productive and proactive client experiences, and more collaborative and rewarding talent experiences.
We are enormously proud of our Agency and Network of the Year accolades, including most recently, PHD named Adweek’s Global Media Agency of the Year, MG OMD named Thinkbox TV Planning Agency of the Year, and OMG Unite named Media Agency of the Year at the Leadership and Diversity Awards.
We are committed to providing a truly inclusive environment where everyone is able to bring their true selves to work, diverse voices and minority communities are valued, heard and well represented, and where everyone is able to thrive in a culture of equality, inclusion and fairness.
