Initiative is a proud member of Omnicom Media. We are a global media agency dedicated to driving growth for our clients through innovative strategies and data-driven insights. By working in close collaboration with our affiliate companies – Kinesso and Yune – we create exceptional, tailored marketing campaigns that connect brands with their audiences in meaningful ways.
What we are looking for:
Nike EMEA runs two kinds of activity that are too often measured in isolation: brand-building work that creates demand, and performance activity that captures it. This role exists to close that gap. The Director of Measurement owns a single, connected view of how media is working, from awareness and consideration through to traffic, conversion and revenue, and turns it into a narrative that Nike and the agency can act on every month, not just at the end of a campaign.
You will be the person in the room who can explain what happened, why, and what we should do differently next, in language that works equally well with a brand director, a performance lead, a data scientist and a procurement stakeholder.
You'll sit within Initiative's Nike EMEA CapEx team and be part of Omnicom Media's wider analytics and data science community, with access to its measurement tooling, cloud data platforms, training and a global network of analysts to draw on.
What you will do:
Strategic measurement leadership
- Build a deep understanding of Nike's media, marketing and commercial objectives and translate them into comprehensive measurement and testing plans that account teams can plan against.
- Own the EMEA measurement framework linking brand metrics (awareness, consideration, brand strength) with business outcomes (traffic, conversion, revenue, member growth) across Demand Creation and Demand Capture activity.
- Bring new methods, tools and techniques into the account from the wider Omnicom analytics community, and own their roll-out across markets.
The cohesive analysis narrative
- Produce a regular, integrated performance story for Nike explains the effect of each campaign and the full-funnel effect of investment and where the next incremental gain sits.
- Lead clear, robust and thought-provoking campaign reviews with actionable recommendations, showing both the agency team and the client how to improve effectiveness.
- Reconcile MMM, attribution, lift studies and brand tracking into a single point of view .
- Translate findings into prioritised recommendations on budget, channel mix, flighting
Experimentation and continuous improvement
- Own the test-and-learn agenda: brand and conversion lift studies, matched-market and geo experiments, holdouts and creative testing, with a shared learning roadmap agreed with Nike.
- Develop expert knowledge of platform testing and targeting capabilities (Meta, Google, Amazon, TikTok and others) and act as the consultative lead on how they are used.
- Establish the cadence: monthly performance reviews, quarterly deep-dives, annual planning inputs, that keeps insight feeding back into planning and activation.
- Define the triggers, thresholds and evidence standards that performance-linked and agile investment models depend on.
Client and internal stakeholder engagement
- Build trusted relationships with senior Nike marketing, analytics, media, operating as a credible day-to-day strategic partner and aligning on data sources, definitions and a single source of truth.
- Partner with strategy, planning, digital activation, search/programmatic and creator teams so measurement shapes the plan.
- Work with data engineering teams to set automation strategies, integrate new data sources and tools, and reduce manual reporting effort across markets.
- Set common measurement standards across EMEA.
Commercial contribution
- Coordinate third-party measurement vendors (MMM, attribution, brand tracking, clean rooms), including assessment, contracts and SOWs, and value-for-money.
- Contribute to new business and extension pitches, developing the data and measurement propositions that demonstrate Omnicom Media's capabilities.
Team leadership and thought leadership
- Lead, mentor and develop a team of analysts and measurement specialists across the hub and markets, leading by example and with empathy in difficult situations.
- Translate complex data concepts for non-technical stakeholders and contribute to the agency's data strategy, promoting data-driven innovation within the account and the wider industry.
Skills & Experience
- 8+ years in media analytics, marketing effectiveness, measurement or data science, including several years leading a function on a large multi-market brand, ideally retail, consumer or sportswear.
- Highly numerate, with a degree with a relevant degree or equivalent experience.
- Strong grounding in statistics hypothesis testing, descriptive statistics, and the confidence to apply statistical tests and defend robust conclusions.
- Working knowledge of advanced measurement approaches: MMM, MTA, sales and conversion lift, brand lift studies, matched-market and geo testing, and incremental measurement across both direct-response and brand campaigns.
- Deep understanding of the data points available across digital campaigns and how each should be analysed; hands-on experience applying measurement through Meta, Google and other major platforms.
- Fluency in both brand and performance measurement, and a track record of resolving the tension between them into one integrated answer.
- Excellent communication and storytelling skills: able to present complex ideas to technical and non-technical audiences, visualise data in a way that cuts through the noise, and defend a recommendation to C-level under challenge.
- Commercial awareness: you understand how measurement connects to agency incentives, scopes of work, vendor contracts and the client's P&L.
- Working knowledge of privacy and data-governance constraints across EMEA (GDPR, consent, clean-room environments).
- Curious and current: you keep up with advances in data science, measurement and media technology, and know which method answers which question.
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