Director, Performance Analytics - Columbus, United States - GroupM

Description

Data, Analytics & InsightNew York,New York
Department & Job Summary – Mindshare Data Strategy & Analytics
The Performance

Analyst

works cross-functionally alongside

Mindshare's

Planning, Activation, and

Data Operati

ons &

Tech

teams, to uniquely understand,

analyze,

and deliver on clients' most-valuable business outcomes and accelerate their growth ambitions. The

analyst

will be

grounded

with

expert knowledge of performance media and online retail platforms, while also understanding how to

analyze and drive growth for

campaigns across the full consumer journey. The

analyst

will understand the bigger picture of a shopper's

decisioning

path (both long and short term) as well as discern how to best

optimize

to deliver on client's business

objectives

.
In addition to working with

Mindshare's

internal teams, the

Performance

Analyst

will work with clients to

identify

their short- and long-term business

objectives

and help develop a roadmap for growth

in collaboration with the E2E strategist, ensuring the right analytics framework is in place

to deliver

. They will also consult closely on the paid, owned, and earned media ecosystem to maximize performance, connecting disparate measurement solutions to better understand overall performance. To be successful in this team you must

possess

a hunger to uncover insights, learn, drive performance, coupled with a start-up mentality to continually innovate our evolving practice.

Quick Notes:

Client commitment will be dedicated to one client, Unilever
The role will be tasked with crafting a performance

measurement & analytics

culture,

which will involve everything from

strategic

measurement

frameworks,

monthly and ad-hoc analytics/reporting deliverables, scenario planning,

and communications with internal teams, client stakeholders and external partners

.
The candidate will

possess

a unique set of analytical, technical, and communication skills, as they

are responsible for

clearly articulating the detail behind the approaches used, the findings, and the strategy implications

.

They must be able to not only analyze and understand the right optimization decisions to make for Unilever brands and categories, but also translate needs to our Data Operations & Tech team to ensure the infrastructure & implementation of our data is sound.

What we love about this position:

Opportunity to guide the continuous evolution of

Mindshare's

Data Strategy & Analytics service offerings, specifically in a quickly growing function
Fuses

measurement & analytics with strategic performance marketing practices, business outcomes
Bridges the gap between

core data governance & implementation with planning and investment
Connects traditional Brand building with converting demand and driving sales
How

we'll

grow together:

Mindshare advocates career growth. We will explore growth opportunities with you across the Mindshare network, and GroupM/ WPP network as your career extends
Exposure both within the Mindshare/GroupM network and the larger media industry.

There is high-level engagement from some of the biggest players in the field like Google, Adobe, Facebook, Amazon, Walmart, and so many more to help us excel on behalf of our clients.

Mindshare

Director, Performance Analytics

Department & Job Summary – Mindshare Data Strategy & Analytics

The Performance

Analyst

works cross-functionally alongside

Mindshare's

Planning, Activation, and

Data Operati

ons &

Tech

teams, to uniquely understand,

analyze,

and deliver on clients' most-valuable business outcomes and accelerate their growth ambitions. The

analyst

will be

grounded

with

expert knowledge of performance media and online retail platforms, while also understanding how to

analyze and drive growth for

campaigns across the full consumer journey. The

analyst

will understand the bigger picture of a shopper's

decisioning

path (both long and short term) as well as discern how to best

optimize

to deliver on client's business

objectives

.

In addition to working with

Mindshare's

internal teams, the

Performance

Analyst

will work with clients to

identify

their short- and long-term business

objectives

and help develop a roadmap for growth

in collaboration with the E2E strategist, ensuring the right analytics framework is in place

to deliver

. They will also consult closely on the paid, owned, and earned media ecosystem to maximize performance, connecting disparate measurement solutions to better understand overall performance. To be successful in this team you must

possess

a hunger to uncover insights, learn, drive performance, coupled with a start-up mentality to continually innovate our evolving practice.

Quick Notes:

Client commitment will be dedicated to one client, Unilever

The role will be tasked with crafting a performance

measurement & analytics

culture,

which will involve everything from

strategic

measurement

frameworks,

monthly and ad-hoc analytics/reporting deliverables, scenario planning,

and communications with internal teams, client stakeholders and external partners

.

The candidate will

possess

a unique set of analytical, technical, and communication skills, as they

are responsible for

clearly articulating the detail behind the approaches used, the findings, and the strategy implications

.

They must be able to not only analyze and understand the right optimization decisions to make for Unilever brands and categories, but also translate needs to our Data Operations & Tech team to ensure the infrastructure & implementation of our data is sound.

What we love about this position:

Opportunity to guide the continuous evolution of

Mindshare's

Data Strategy & Analytics service offerings, specifically in a quickly growing function

Fuses

measurement & analytics with strategic performance marketing practices, business outcomes

Bridges the gap between

core data governance & implementation with planning and investment

Connects traditional Brand building with converting demand and driving sales

How

we'll

grow together:

Mindshare advocates career growth. We will explore growth opportunities with you across the Mindshare network, and GroupM/ WPP network as your career extends

Exposure both within the Mindshare/GroupM network and the larger media industry.

There is high-level engagement from some of the biggest players in the field like Google, Adobe, Facebook, Amazon, Walmart, and so many more to help us excel on behalf of our clients.

Role and Responsibilities

:

The

Performance

Analyst

is a digital native with a deep understanding of brand,

commerce & DTC, and data operations & tech

. They value the principles of brand and performance marketing

& analytics

, understanding that consumer journeys are dynamic and delivering against those journeys most effectively requires

a holistic approach

to marketing

and

analysis

. As such, they are also a proven applicator of data to inform outcome-based media approaches that fuel both short- and long-term business goals.
Analyze and present

performance reports/optimization opportunities

including ROI model

monthly outputs, trends, deep dives

etc

;

forecasts & scenario planning; micro KPI optimization (

e.g.

Google Analytics,

MikMak

, Social Influencer Engagement, Creative deep dives,

etc

)

[*note – beginning and EOY LOMs will have

more lean

in from E2E strategist given connectivity]
Develop and own KPI mapping

documents by brand x campaign (in collaboration with E2E strategist) to ensure 'create' and 'convert' demand KPIs (macro and micro) are aligned according to campaign performance objectives
Maintain outcomes framework for BU/category to ensure all analysis being done is tying back and pacing towards core brand power, ROI/revenue, and Commerce KPI goals (ensure working with Commerce Analytics specialist

lead

[s] to integrate into broader performance reads)
Integrate topline Commerce reporting from Tier 1 retailers into Monthly LOMs and reporting, ensure this person is the expert in

high level integration of all create and convert demand channel analysis (

e.g.

National, Tier 1 Commerce, Trad Searc

h

)
Meet regularly with relevant

JBP measurement leads & measurement vendors in market to provide proper POV and

support for client/brand teams (

e.g.

Meta, Amazon, NBC but also measurement vendors such as Measured,

Rockerbox

)
Work directly with partners (JBP,

Networks, Retailers) to share

out

Quarterly indexed ROI numbers and work with them (in collaboration with planning/investment/E2E) on optimization
Lead test-and-learn design along with DMMC and internal E2E strategists and planning/activation leads.

Performance Analytics lead should be driving the KPI setting, benchmarking and design overall, ensuring the strategists feedback on tie back to comms/activation approach
Lead connection with restructured 'Data Tech' team to ensure UTMs, naming convention, API and data management all delivering on upstream needs (*note – not hands on keyboard but ensuring that client/analyst needs are heard and implemented properly)
Develop

media optimization and strategy recommendations

to deliver on brand/ecommerce goals, inclusive of recommended channels (

ecomm

/OMNI and reach-based media), directional allocation of investments, and any associated tactical considerations

in order to

deliver on retail-specific

objectives

.

E2E strategist responsible for the tactical strategy, comms,

journey

and audience approach but the data and learnings driving that should come from performance analyst
Collaborate with E2E strategist on

audience development (throughout the funnel), maximizing 1st party data usage, and partner level

allocations (through forecasting work,

analysis

and recommendation)
Project manage the details ensuring work is organized, communicated to the right parties, deadlines are achieved by driving process steps forward, and meetings are set up as needed
Works with other Performance Analyst leads internally to ensure P1 connectivity. All Performance Analyst Directors to craft, on specified cadence, P1 learnings and best practices

across all macro and micro KPIs (

e.g.

Quarterly P1 reads in the P1 Media Statuses)
Performance Analyst BU leads to also drive P1 efforts as main project managers

/feed in of data, such as Project Propeller/PMO, Influencer deep dives cross-BU,

P1 creative analysis/modular analysis, ad-hoc requests
Works with other Performance Analyst leads internally to ensure P1 connectivity. All Performance Analyst Directors to craft, on specified cadence, P1 learnings and best practices

across all macro and micro KPIs (

e.g.

Quarterly P1 reads in the P1 Media Statuses)

Performance Analyst BU leads to also drive P1 efforts as main project managers

/feed in of data, such as Project Propeller/PMO, Influencer deep dives cross-BU,

P1 creative analysis/modular analysis, ad-hoc requests

What

you've

already conquered:

Embody an intellectual curiosity around what data means by putting it into context of the client's business and focusing on asking the next question.

Analytical thinker knowledgeable in the online/offline digital ecosystem
Strong knowledge to expert in core data governance practices (e.g. best practices around naming conventions, databasing,

data quality/QA,

etc)
Familiarity with tech infrastructure (e.g. API & data management through

Adverity

, KNIME/Alteryx,

SQL querying, etc)
Ability to

leverage

disparate data sets

and translate

into cohesive performance optimization story, data harmonization and

goal pacing (towards key business

objectives

and outcomes)
Minimum of

5-7

years'

Analytics

and/

or

DTC/Commerce

integrated activation

and Data Ops & Tech

,

preferred with client facing exposure
Strong knowledge to expert with analytics platforms and solutions (e.g., MMM, sufficiency modeling, Machine Learning/AI)
Experience and training in strategy and analytics platforms (e.g., Google Analytics, Facebook Blueprint, Amazon DSP campaigns certification,

or equivalent qualifications

)
Experience in marketing/brand strategy, media/digital

strategy

and ad tech/mar tech/Commerce knowledge
Managed medium-sized teams and prioritize competing projects and deliverables
Microsoft Office:

Excel, Word, PowerPoint
The base salary for this position at the time of this posting may range from $100,000 to $230,000. Individual compensation varies based on job-related factors, including business needs, experience, level of responsibility and qualifications. We offer a competitive benefits package, please visit for more details.
Mindshare is an EEO/AA Employer, M/F/Disability/Veterans
Non Discrimination

Disclosure:

We do not discriminate

on the basis of

race,

color

, religion, sex, sexual orientation, national origin, citizenship, age, marital status, disability, veteran status, or any other status or class protected by applicable law. We apply this policy to recruiting, hiring, training, testing, compensation, promotion, transfer, benefits, and all other terms and conditions of employment.
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