EVP, Director of Business and Media Intelligence, US

Position Overview

It’s Mediahub’s mission to become the agency of the future. We are looking for a dynamic business and analytics leader to take the helm of our US analytics team, lead it into this new media landscape, and help us achieve that mission. This person will also sit on the US executive leadership team, helping drive the direction of the agency overall. We’re looking for a critical leader with deep analytics capability, combined with a knowledge of data-driven addressable media, and a hunger to innovate. These traits are imperative as we transition the team from primarily focusing on campaign optimization, to providing holistic business and media intelligence to our roster of iconic clients. The ideal candidate must be able to succeed in four key areas: strategic holistic business planning; client analytics roadmap development; emerging technology and general innovation; and cross office team and client relationships.

From a strategic holistic business planning perspective, this role will be responsible for working with media leadership to translate client business KPI’s into actionable media objectives across the full funnel. They will also be responsible for applying rigor to all aspects of media. And they will need to help develop plans that integrate audience strategies with people-based data and tech platforms, such as Acxiom. As this Business Intelligence function is a rapidly evolving area within Mediahub/IPG, this person will be a crucial leader in building this capability in the senior members of their team.

For client analytics roadmap development, this role will be responsible for setting the strategy for how the team creates, proposes, and executes analytics for each client. This includes the recommendation of cross-channel attribution, the use of conventional or custom modeling, privacy management, dashboard design, the implementing of new emerging technologies (including artificial intelligence), and building test & learn plans, and decision trees. Knowledge of digital attribution, media mix modeling, and experience with brand measurement and performance media are key.

A hunger to learn new tools, technologies, and methodologies is an important aspect to this role. A desire to innovate with new emerging technologies and metrics such as ACR, attention metrics, and people-based addressable media.

Finally, and maybe most importantly, this candidate would oversee a staff of 80 (and growing) across our 5 US offices (New York, Boston, Los Angeles, Winston Salem, and Minneapolis). Recruiting, managing, and growing the staff will be needed for long term success. In addition to that, an ability to guide top clients with analytics strategy is an absolute must.

Responsibilities

• Leadership of the US analytics team including recruitment, development, and deployment of the team across offices.
• Resourcing new and existing clients with the right skills, levels and amount of analytic talent.
• Evangelization of analytics across the offices and clients.
• Spearhead the development of the business intelligence offering, including budget setting and allocations across portfolios, media impact assessments, and key business trend analysis and its implications for media.
• Work with IPG’s centralized tech and data group AKM (Acxiom, Kinesso and Matterkind), including developing partnership best practices for analytics on new and existing clients in the US.
• Key client in the development and deployment of state-of-the-art media analytics and technology in conjunction with our Media Data Science group, Kinesso partnership and activation teams.
• Develop processes to standardize analytics scoping and staffing, in conjunction with account teams, for deployment by analytics leads in each office.
• Work with key client teams to develop, scope and sell incremental client measurement and analytics frameworks.
• Work with key clients to provide consulting and thought leadership on their businesses from an analytics and business perspective.
• Participate in new business/business development initiatives.
• Lead the recruitment and retention of key analytics talent with the group.

Qualifications

• Bachelor’s degree required.
• 17+ years’ experience managing a multi-disciplinary analytics team across a variety of engagements, including full funnel, demand creation and demand capture.  

• Extensive working experience with
• Measurement Frameworks including conversion, attention, audience and brand health measurement techniques.
• The use and interpretation of econometric models including media mix models, digital optimization models and brand health models.
• Media Ecosystems (e.g. DMP’s, AMP’s, CDP’s) and tools to support addressable activation and optimization (e.g. Acxiom, LiveRamp).
• Multi-touch, location based and off-line attribution models (e.g. Neustar, FourSquare, Data+Math), as well as closed loop attribution.
• Creative/brand evaluation tools e.g. Kantar Millward Brown, ACE Metrix/iSpot
• Audience tools e.g. Comscore, MRI, Kantar, BrandIndex.
• External Reporting, Dashboard and Data visualization partners.
• Knowledge and experience with following tools preferred
• Design and evaluation of A/B, multivariate and market level test.
• Web analytics platforms e.g. Adobe Reporting, Google Analytics.
• Scenario modeling and predictive analysis.
• Business modeling tools such as Brand Equity Models, New Product models. (BASES, Vantis), Portfolio Allocation Models and Market Structure models.

*Duties, responsibilities, and activities of this position may change, or new ones may be assigned at any time with or without notice.