Head of Marketing Effectiveness
Global Consumer Brand
Location – London, Hybrid
Compensation – £150k & benefits
We’re supporting a globally recognised consumer organisation in the appointment of a senior Marketing Effectiveness leader to help define the future of measurement, customer understanding and commercial decision-making within a business undergoing significant investment across data, AI and customer technology.
The successful individual will lead the evolution of Marketing Measurement across the organisation, taking ownership of capabilities spanning Marketing Mix Modelling, Multi-Touch Attribution, econometrics and marketing effectiveness, whilst helping establish what modern measurement looks like in an increasingly AI-enabled environment.
You’ll inherit an established team of data science and analytics experts, with a strategic mandate to transition key capabilities currently delivered by specialist consultancies and external partners into an in-house centre of excellence.
Alongside ownership of the measurement agenda, the role offers the opportunity to influence the wider customer and commercial strategy of the business, with emerging responsibilities across pricing science, customer value optimisation and the application of AI to marketing decision making.
The pricing agenda is still in its infancy. Whilst the organisation currently has limited capability in this area, there is a clear long-term ambition to develop sophisticated pricing and promotion capabilities spanning price elasticity modelling, promotion optimisation and customer-first pricing strategies. The successful individual will therefore have the opportunity to help shape this capability as organisational maturity evolves over time.
The role sits at the centre of a significant transformation agenda, with responsibility not only for measurement strategy but also for helping shape the future customer and marketing technology ecosystem. Major investment is underway across customer platforms, semantic layers, data infrastructure and marketing technology, requiring an individual who is equally comfortable discussing econometric methodologies, technology architecture and commercial outcomes.
Perhaps most interestingly, the business is actively challenging traditional operating models and asking fundamental questions about how measurement functions should evolve over the coming decade, how AI changes the role of econometrics and attribution, and what capabilities will define best-in-class organisations in the future.
Alongside this, the organisation is currently undertaking a multi-year enterprise transformation programme, including a large-scale SAP S/4HANA implementation and significant investment in AI adoption across customer and marketing functions.
They’re looking for an individual who combines deep expertise in MMM, MTA, econometrics and marketing effectiveness with exceptional communication skills, executive presence and the ability to influence decision making at the highest levels of the organisation.
For the right person, this represents an opportunity to shape not only the future of measurement within a globally recognised brand, but the role that AI will play in defining the next generation of marketing investment decisions.
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