Business Director, Applied Analytics

Department/Team: OPENMINDZEUR Above Market Team

OpenMind by WPP is an integrated agency model drawing on talent from across WPP. It has been created to accelerate the European 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 maximise the impact of Nestlé media investment. OpenMind was recently awarded the ZEUR assignment for Nestlé Europe. With 47 countries, +450 team members, and regular new product launches, the account is looking for a Business Director to provide strong analytics experience and leadership for in-scope Nestlé categories. Being above market, the role offers plenty of variety, with an enjoyable balance between driving growth for brands, strategic consultancy and laying the framework for excellence, ensuring we’re delivering change at scale.

About WPP Media

WPP is the creative transformation company. We use the power of creativity to build better futures for our people, planet, clients and communities. WPP Media is WPP’s global media collective. In a world where media is everywhere and in everything, we bring the best platform, people, and partners together to create limitless opportunities for growth.

Role Summary and Impact

The Business Director, Applied Analytics role bridges the gap between Nestlé Category teams and analytics best practice. This position supports media investment teams as they set annual media budgets and optimise effective plans for their accounts. Responsibilities include developing a thorough understanding of media marketing measurement landscape and articulating complex concepts in a digestible way to clients and internal teams. You will help raise the bar for analytics across ZEUR, working with some of the biggest brands on the planet and driving the education of the wider Local Market teams on your approach to ensure the same principles ring true across the region.

Responsibilities

• Lead the creation of budget setting exercises at ZEUR and provide recommendations on diverse channel budget optimisation tools and methodologies to be applied centrally.
• Leverage Marketing Mix Models and Media best practice to achieve this goal.
• Leverage Nestlé Measurement Framework to understand the performance of each touchpoint (RDM, Search, TV, Online Video, others).
• Work with markets in Europe to calibrate Marketing Mix Model response curves into the agency media planning software.
• Lead the development of consolidated Marketing Mix Model analysis for Nestlé Category teams.
• Utilise statistical techniques to apply available FMCG benchmarks to complete missing information.
• Provide relevant inputs to Nestlé Zone Europe Media Principles and work with category to localise this guide.
• Integrate key media concepts into the narrative (reach, frequency, GRPs, carry‑over generation, multimedia measurement, brand‑demand generation).
• Collect relevant data assets from markets in cluster to localise sufficiency guidelines.
• Explain and train local cluster markets to use these concepts.

Skills and Experience

At WPP Media, we believe in the power of our culture and our people. It’s what elevates us to deliver exceptional experiences for both our clients and each other. In this role it will be critical to embrace WPP & WPP Media’s shared core values:

• Be Extraordinary by Leading Collectively to Inspire transformational Creativity.
• Create an Open environment by Balancing People and Client Experiences by Cultivating Trust.
• Lead Optimistically by Championing Growth and Development to Mobilise the Enterprise.

Bachelor’s degree, preferably in Applied Math, Statistics, Economics, or Management (with heavily quantitative classwork). Experience in a highly analytic or strategic role. Detail-oriented, comfortable working with numbers, and able to apply statistical methods within a marketing context. Proactive; strong attention to detail. Able to work on multiple projects at the same time. Polished verbal and written communications skills. Familiar with theoretical/practical knowledge of the techniques described below:

• Marketing or Media Mix Modelling (understand outputs, perform).
• Regression / Multi‑variate regression analysis.
• Ad Effectiveness research.
• A/B Tests, Lift analysis, Multi‑cell analysis.
• Digital & Multi‑touch attribution.
• Media Mix Optimization, based on response curves.
• Extensive experience delivering presentations to senior stakeholders.

Life at WPP Media & Benefits

Our passion for shaping the next era of media includes investing in our employees to help them do their best work. WPP Media employees can tap into the global WPP Media & WPP networks to pursue their passions, grow their networks, and learn at the cutting edge of marketing and advertising. We have a variety of employee resource groups and host frequent in‑office events showcasing team wins, sharing thought leadership, and celebrating holidays and milestone events. Our benefits include competitive medical, group retirement plans, vision, and dental insurance, significant paid time off, preferential partner discounts, and employee mental health awareness days.

WPP Media is an equal opportunity employer and considers applicants for all positions without discrimination or regard to particular characteristics. We are committed to fostering a culture of respect in which everyone feels they belong and has the same opportunities to progress in their careers. We believe the best work happens when we’re together, fostering creativity, collaboration, and connection. That’s why we’ve adopted a hybrid approach, with teams in the office around four days a week. If you require accommodations or flexibility, please discuss this with the hiring team during the interview process.

(Please note this is a UK based role and requires individuals to have the right to work in this location)

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