Marketing Effectiveness Lead, Urban Outfitters Europe
Who you are
- 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
What the job involves
- 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
- 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
- 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
- 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
- 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
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Interim Marketing Effectiveness Lead employer: Go Fractional
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