Digital Measurement Lead in Edinburgh

We are looking for a Digital Measurement Lead to own how marketing and digital activity is measured, reported, and translated into actionable insight across M&G Life. This role is focused on measurement strategy, campaign performance frameworks, and insight delivery. The purpose is to ensure Marketing channel teams have clear, consistent measurement plans in place from the point of campaign briefing, that the data underpinning those plans is collected and managed to strong governance standards, and that insight is communicated back to stakeholders in a way that drives better decision‑making and commercial outcomes.

Key responsibilities

• Translate campaign objectives, audiences, and channel strategies into structured measurement plans with clearly defined KPIs, success criteria, and reporting requirements, ensuring every campaign has a clear plan before go‑live.
• Own and evolve the campaign measurement framework across Marketing channel teams (Customer & Advice, Intermediaries/Advisor, Platform, Corporate), defining what success looks like per campaign type and embedding measurement thinking at the point of brief, not retrofitted after launch.
• Align KPIs, OKRs, and success criteria across Marketing and Digital, ensuring consistent definitions and removing ambiguity in how performance is reported and interpreted across teams.
• Define and maintain measurement standards including naming conventions, KPI definitions, success criteria templates, taxonomy structures, and reporting assumptions that ensure consistency, accuracy, and auditability across campaigns and channels.
• Champion data governance best practice within the measurement lifecycle, ensuring that data collected for campaign performance is accurately labelled, properly documented, and compliant with internal policies and regulatory requirements.
• Use Adobe Analytics/CJA to analyse campaign and digital performance, building workspace reports, segmentations, and calculated metrics that surface actionable insight, not just data.
• Partner with the Life Data team to ensure data products, dashboards, and reporting outputs are structured for decision‑making, moving from "here's what happened" to "here's what we should do about it."
• Communicate performance insight clearly and confidently to Marketing stakeholders and senior leaders, distilling complex data into compelling narratives that land with both technical and non‑technical audiences, including regular playback sessions, post‑campaign reviews, and executive‑level performance summaries.
• Work alongside the Decisioning Lead to define how the effectiveness of contact strategy, decisioning, and always‑on journeys is measured over time, including establishing baseline metrics, attribution approaches, and commercial impact quantification.
• Act as the primary point of contact for Marketing channel teams on how campaigns will be measured, what data is available, and what reporting they can expect, building trust through transparency, consistency, and follow‑through.

What we’re looking for:

Essential

• Strong hands‑on proficiency in Adobe Analytics/CJA, including Analysis Workspace, segmentation, calculated metrics, and reporting configuration.
• Proven experience designing and implementing campaign measurement frameworks in a multi‑channel marketing environment, with the ability to translate campaign objectives into structured measurement plans.
• Demonstrable commitment to data governance and data quality, including experience defining standards, naming conventions, taxonomies, and documentation practices that ensure data is accurate, consistent, and trustworthy.
• Outstanding communication and presentation skills, with proven ability to play back complex performance data to senior stakeholders and Marketing teams in a way that is clear, compelling, and action‑oriented.
• Strong analytical capability with the ability to interpret performance data and translate it into actionable recommendations for non‑technical stakeholders.
• Experience defining and aligning KPIs, success criteria, and attribution approaches across Marketing and Data teams.
• Confidence working across Marketing, Digital, Data, and Technology stakeholders in a matrixed organisation.

Desirable

• Familiarity with Marketo or similar marketing automation platforms, particularly in the context of campaign reporting and performance measurement.
• Understanding of digital data flows from website through to CRM and downstream reporting.
• Experience working in UK financial services, insurance, or another highly regulated sector.
• Exposure to attribution modelling and commercial impact quantification for marketing activity.

What we offer

• 18% pension scheme (13% Employer Contributions and 5% Employee Contributions).
• Share Save and Share Incentive Plan, together with access to financial wellbeing and support services.
• 38 days annual leave including bank holidays, with the opportunity to purchase up to 5 extra days and additional flexibility through our Time Off When You Need It policy.
• Inspiring Families policy – comprehensive support and paid parental leave covering maternity, adoption, surrogacy, and paternity leave.
• Health & Protection cover including Private Healthcare, Critical Illness cover and Life Assurance for you, with family options.

Equal Opportunity and Inclusion

We have a diverse workforce and an inclusive culture at M&G, underpinned by our policies and our employee‑led networks who provide networking opportunities, advice and support for the diverse communities our colleagues represent. Regardless of gender, ethnicity, age, sexual orientation, nationality, disability or long‑term condition, we are looking to attract, promote and retain exceptional people. We also welcome those who take part in military service and those returning from career breaks. M&G is also proud to be a Disability Confident Leader, and we welcome applications from candidates with long‑term health conditions, disabilities, or neuro‑divergent conditions. If you need assistance or an alternative means of applying for a role due to a disability or additional need, please let us know by contacting us.