Media Performance Analytics Director London, England

ABOUT OPENMIND

OpenMind by WPP is an integrated agency model drawing on talent from across WPP. It has been created to accelerate the transformation for Nestlé’s media function. Core to the solution is the advanced best data and technology capabilities, fueled by WPP’s investment in AI, to maximize the impact of Nestlé media investment.

ROLE PURPOSE

The Performance Analytics Director is a critical role within the Global Performance Team, responsible for leading clients in the development and implementation of cutting-edge analytics strategies, with a strong emphasis on Google Analytics 4 (GA4) principles, advanced attribution modeling, robust data pipeline construction, and incrementality analysis. This individual will be the subject matter expert in these areas, driving data-driven decision-making and maximizing the impact of media investments.

THE ROLE

The Performance Analytics Director will collaborate closely with the Global Performance Lead, regional performance teams, the Ad Tech Director, Performance Solutions team, and client stakeholders. This role demands a deep and practical understanding of GA4, advanced attribution methodologies, data engineering principles, and incrementality testing frameworks. The ideal candidate will be a proactive problem-solver with exceptional analytical and communication skills, and a passion for driving measurable business outcomes through sophisticated analytics.

OPENMIND RESPONSIBILITIES:

• Lead the development and implementation of GA4 strategies for clients, ensuring accurate and comprehensive data collection.
• Design and implement advanced attribution models to accurately measure the impact of marketing channels and optimize media investments.
• Lead the building and maintenance of robust data pipelines to collect, transform, and load data from various sources into a centralized data warehouse (e.g., BigQuery).
• Design and execute incrementality tests to measure the true incremental impact of marketing activities and inform budget allocation decisions.
• Develop and maintain compelling and actionable dashboards and reports to communicate key insights and performance trends to stakeholders.
• Identify opportunities to optimize marketing campaigns and improve ROI based on data analysis and insights.
• Provide technical leadership and guidance to the analytics team, ensuring the adoption of best practices and the use of cutting-edge technologies.
• Collaborate with the media buying teams to develop and implement media optimization strategies based on predictive analytics and machine learning models.

KNOWLEDGE & ABILITIES:

• Possesses deep expertise in Google Analytics 4 (GA4), including advanced configuration, event tracking, custom dimensions/metrics, and reporting API.
• Has proven experience in developing and implementing advanced attribution models (e.g., data-driven attribution, algorithmic attribution, marketing mix modeling) to accurately measure the impact of marketing channels.
• Demonstrates a strong understanding of data engineering principles and experience building and maintaining robust data pipelines using tools like Google Cloud Platform (e.g., BigQuery), or similar technologies.
• Exhibits expertise in designing and executing incrementality tests (e.g., geo-experiments) to measure the true incremental impact of marketing activities.
• Shows proficiency in data visualization tools like Looker, PowerBI, or similar, to create compelling and actionable dashboards and reports.
• Maintains a strong understanding of statistical concepts and techniques relevant to marketing analytics (e.g., regression analysis, hypothesis testing, A/B testing).
• Is familiar with Ad Tech platforms (Google Ads, DV360, CM360, SA360, Microsoft Advertising, Meta Business Suite, Amazon DSP & Advertising) and their integration with GA4 and other data sources.
• Demonstrates strong project management skills, with the ability to manage multiple complex projects simultaneously and prioritize effectively.
• Possesses excellent written and verbal communication and presentation skills, with the ability to explain complex analytical concepts to both technical and non-technical audiences.
• Has experience working in a matrixed organization and navigating complex stakeholder relationships.

PERFORMANCE MEASURES:

• Successful implementation of GA4 strategies and advanced attribution models.
• Development and maintenance of robust data pipelines.
• Accurate measurement of the incremental impact of marketing activities.
• Development of compelling and actionable dashboards and reports.
• Improved marketing performance and ROI.
• Client satisfaction and retention.
• Innovation and thought leadership.
• Team development and collaboration.
• Contribution to agency profitability.