Digital Analytics Manager

Digital Performance Analytics Manager, Emerging Markets - EssenceMediacom Worldwide [London based]

EssenceMediacom is GroupM’s newest and largest agency, committed to delivering marketing breakthroughs for brands. It has disrupted the old models across media, creative, innovation and analytics to find new opportunities for advertisers and deliver truly integrated media solutions.

Born out of two pioneering agencies, EssenceMediacom fuses Essence’s performance, data, analytics, and creative technology DNA with MediaCom’s scaled multichannel audience planning and strategic media expertise.

As part of WPP, the world's largest marketing communications services group, and GroupM, WPP’s consolidated media investment management arm, we have access to the richest data, most robust benchmarks, and most advanced capabilities in the market. This helps us provide comprehensive solutions to all marketing challenges.

Our ‘breakthrough’ ambition is underpinned by our commitment to ‘continuous learning.’ We aim to ensure our people fulfil their potential by investing in their whole-person wellbeing, careers, and capabilities, which in turn helps grow our clients’ businesses.

EssenceMediacom, with 10,000 people across 120 offices in 96 markets, is one of the world’s leading communications specialists, with billings of more than US$21 billion (Source: COMvergence, 2021). Its global client roster includes adidas, Coca-Cola (TCCC), Dell, Google, Mars, NBC Universal, Richemont, and Bayer.

The Role

As part of the Adidas Emerging Markets hub team based in xxx, you will focus on delivering performance media analysis to drive optimisation of the >€35m of performance media spend across multiple channels and in 28 markets in Asia, Europe, Middle East and Africa. You will play a pivotal role in data analysis and application of ad tech to grow the adidas business, drive sales, and meet all business objectives.

You will contribute to growth Adidas’ ecom business by ensuring that media planning and activation teams are making effective data driven decisions by utilising key platforms such as Adobe, Appsflyer and GA4 in the planning and buying process.

Key Responsibilities of the role

• Lead centralised reporting across the region, ensuring consistency & accuracy in reporting and that our markets are using the right data to make the right decisions.
• Track performance of key test & learn projects and measure incremental impact of changes in strategy.
• Provide technical support in utilisation of the key ad platforms ensuring activation teams are following best practice.
• Align campaign data across Mediacom, Client and Third-Party data sources.
• Create and ratify campaign forecasts in line with business KPIs.
• Work with planning teams to analyse campaign data; to provide actionable insights that will increase effectiveness.
• Review reports/trends and identify problems with data before it gets passed onto the planning teams.
• Interpret/identify trends in performance data and deep dive into aspects of performance.
• Project manage projects from brief, recommending the data source(s) used (and tech with support from Technology Manager) through to completion ensuring all relevant stakeholders are informed.
• Pro-active problem solving, operating a test and learn process to regularly improve the information produced.
• Able to identify quickly any potential issues and identify the resolution.
• Work with the planning & performance teams to engage client on all matters data related and become a trusted advisor to the planning team on this topic.
• Work with the Measurement Lead to design how we address business challenges and opportunities by using the data to understand what has happened, why it has happened and what we should recommend to do as a consequence.

What we think are 3 best things about the job…

1. You’ll work on a fantastic brand which is elevating performance media to the next level, supporting ambitious growth targets across the region.
2. Be central to driving growth from media, creating the data to inform planning & optimisation decisions.
3. Opportunity to use innovative techniques and technology to redefine performance analysis for Adidas.

Who are you / Key skills and experience

• Ability to extract and filter relevant insights/research to support planning decisions.
• Experience working with Adobe, Campaign Manager, GA4, Meta & Appsflyer (or similar mobile tracking technology).
• Useful to have experience working with digital attribution partners & MMM outputs.
• An excellent grasp of media metrics.
• Strong communicator and influencer, able to deal with challenging people and senior client situations.
• Pro-active problem solving, operating a test and learn process to regularly improve the information produced.
• Excellent attention to detail, a questioning mindset.
• Calm under pressure and able to juggle multiple projects/client teams.

About GroupM

GroupM is the leading global media investment management operation serving as the parent company to WPP media agencies including Mindshare, Wavemaker, EssenceMediaCom, and each global operations in their own right with leading market positions. GroupM’s primary purpose is to maximize performance of WPP’s media agencies by operating as leader and collaborator in trading, content creation, sports, digital, finance, proprietary tool development and other business-critical capabilities. GroupM’s focus is to deliver unrivalled marketplace advantage to its clients, stakeholders and people.

GroupM and all its affiliates embrace and celebrate diversity, inclusivity, and equal opportunity. We are committed to building a team that represents a variety of backgrounds, perspectives, and skills. We are a worldwide media agency network that represents global clients. The more inclusive we are, the more great work we can create together.