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The Role
The landscape of campaign effectiveness has shifted. Signal loss and walled gardens have broken the old click-to-conversion model, yet boards and CFOs still demand clear proof of media ROI. As Media Effectiveness Director, you will help clients confidently demonstrate what their media delivers and invest where it works.
Working closely with Paid Media, Marketing Intelligence, and Data Science teams, you will design clear roadmaps that accelerate client measurement capabilities. You will build measurement strategies aligned with our OutMeasure proposition, using Triangulation (leveraging Marketing Mix Modelling (MMM), experimentation, and attribution) to create a single, trusted view of campaign performance.
You will act as the consultative bridge between Client teams, Paid Media, and Technical specialists. This is a strategic role, not a data science one. While our Data Science and Marketing Intelligence teams handle the technical aspects (building models, statistical analysis, coding), you will take broader ownership of the programme, ensuring outputs translate into tangible strategic value and actionable media optimizations for our clients.
Primary Outcomes
Triangulated Measurement: Clients operate to a robust media effectiveness framework that reconciles MMM, experimentation, and attribution into one consistent, trusted view of media impact.
Programme Delivery: Measurement programmes are effectively scoped, roadmapped, and delivered on time, from initial objective setting through to first read and client adoption.
Insight to Action: Effectiveness insights are directly embedded into media planning and activation, with internal media teams trained and confident to optimize live budgets.
Client Growth: Clients can prove the return on their media investment, unlocking budget headroom and commercial growth for both their business and Incubeta.
Key Responsibilities
Measurement Programme Leadership
- Own measurement programmes end-to-end: objective setting, measurement framework design, data collection, first read, and insight handover to media teams.
- Establish and manage programme roadmaps, governing scope, timelines, dependencies, and multi-disciplinary stakeholders.
- Lead the setup of MMM projects and the design of experiments (e.g., geo-lift tests, conversion lift, holdout testing) to answer targeted business questions.
- Brief, direct, and quality-assure statistical work delivered by Marketing Intelligence specialists without needing to run models or forecasts day to day.
- Ensure clear communication, adherence to timeframes, and delivery of measurement outputs that align with client business goals.
Proposition & Strategy Development
- Translate Incubeta’s global media effectiveness narrative to the UK market and bring our OutMeasure proposition to life.
- Build a clear, compelling story around media effectiveness proof points that resonates with clients and internal teams.
- Partner with Data Strategy and Marketing Intelligence teams to identify capability gaps and shape roadmaps to address them.
- Author enablement materials (playbooks, measurement plan templates, test design guides) so account teams can execute and communicate effectiveness work with confidence.
- Stay ahead of industry measurement methodologies, open-source MMM tools, platform solutions, and privacy regulations.
- Insight to Activation
- Work with the Media & Strategy teams to ensure effectiveness insights feed directly into media planning, budget allocation, and live campaign improvements.
- Train Paid Media teams on what measurement outputs mean and how to act on them, fostering independent capability across teams over time.
- Reconcile results across MMM, experimentation, and attribution, explaining discrepancies clearly and advising clients on how to weigh each source.
Client Engagement & Growth
- Act as the strategic media effectiveness lead across your client portfolio, owning measurement roadmaps and senior client relationships.
- Serve as a senior strategic resource for non-assigned accounts, leaning into high-value commercial discussions and pitches.
- Identify organic commercial growth opportunities and partner with Strategy and Client teams on the measurement components of new business proposals.
Leadership & Collaboration
- Collaborate closely with Strategy, Data Strategy, Client Directors, and Executive Commercial Partners to ensure consistent delivery across accounts.
- Communicate complex statistical and measurement concepts clearly to non-technical, C-suite stakeholders, linking insights directly to revenue and commercial impact.
- Promote an internal culture of test-and-learn, positioning effectiveness as a primary growth driver.
- Collaborate with Marketing Intelligence and Commercial teams to ensure measurement services are appropriately commercialized and monetized.
What We're Looking For
- Proven experience leading media or marketing effectiveness initiatives (agency or client side) with an advanced understanding of triangulated measurement across MMM, experimentation, and attribution.
- End-to-end familiarity with the measurement lifecycle: from objective setting and test design to interpreting data and driving organizational adoption.
- Strong programme and roadmap management capabilities, comfortable managing complex delivery timelines across diverse internal and external teams.
- Sufficient statistical fluency to challenge, brief, and QA data science outputs (causal inference, incrementality, model validation) without needing to code.
- Solid working knowledge of the modern media and ad-tech ecosystem, including Google Marketing Platform (DV360, SA360, CM360, GA4), platform lift studies, and privacy-first measurement solutions.
- Strong stakeholder engagement and storytelling skills, adept at translating complex econometric results into plain-language commercial recommendations.
- An entrepreneurial, builder mindset comfortable establishing frameworks and defining best practices from scratch.
Why Join Us
- Shape the UK market proposition for media effectiveness within a forward-thinking global digital marketing agency.
- Lead strategic, consultative client conversations at the CFO and board level, moving beyond traditional vanity metrics.
- Collaborate with dedicated, highly capable Data Science, Marketing Intelligence, and Media Activation teams.
- Work in an environment that values innovation, experimentation, and continuous development.
Our Package
Salary
We benchmark salaries against the industry to remain highly competitive. Salaries are regularly reviewed and progress alongside your development. Performance-related bonuses are also available.
Benefits
A flexible, credit-based benefits package including healthcare, pension contributions, gym memberships, and more.
Policies
Forward-thinking policies designed to support a high-performance and balanced working culture.
Learning & Development
Dedicated in-house L&D support with structured development reviews every six months, plus ongoing career support to help you progress.
What to Do Next
If this sounds like the right next step, apply now: we'd love to hear from you.
Job description provided by Incubeta.
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