Marketing Effectiveness Lead

Company Description

We're ASOS, the online retailer for fashion lovers all around the world.

We exist to give our customers the confidence to be whoever they want to be, and that goes for our people too. At ASOS, you're free to be your true self without judgement, and channel your creativity into a platform used by millions.

But how are we showing up? We're proud members of Inclusive Companies, are Disability Confident Committed and have signed the Business in the Community Race at Work Charter and we placed 8th in the Inclusive Top 50 Companies Employer list.

Everyone needs some help showing up as their best self. Let our Talent team know if you need any adjustments throughout the process in whatever way works best for you.

Job Description

Reports to: Director Media & Consumer Marketing (M&CM)

About the Role: The Marketing Effectiveness Lead will be responsible for building and implementing a robust, data-driven marketing measurement framework. A Modern Marketing Measurement Toolkit where each tool shows up with a different cadence of delivery. Identify consistent and scalable measurement capabilities that allow for planning and reporting outcomes. This role will be instrumental in driving data-driven decision-making, optimizing marketing performance, and maximizing ROI.

Key Responsibilities:

1. Measurement Framework:
   - Develop and implement a comprehensive marketing measurement framework, including KPIs, metrics, and attribution models.
   - Oversee the implementation of advanced analytics tools and techniques to measure marketing performance.
   - Establish a robust data governance framework to ensure data quality and accessibility.
2. Data Analysis and Insights:
   - Analyse marketing performance data to identify trends, opportunities, and areas for improvement.
   - Develop insightful reports and dashboards to track key metrics and monitor campaign performance.
   - Testing and Experimentation: Co-Design A/B testing road-maps to optimize marketing campaigns. Analyse test results to identify winning strategies and make data-driven decisions.
3. Cross-Functional Collaboration:
   - Work closely with marketing and finance teams to provide actionable insights that answer business objectives.
   - Collaborate with external partners and vendors to leverage their expertise and technology.
4. Team Leadership:
   - Mentor and guide the marketing team on data-driven decision making and best practices.
   - Foster a data-driven culture within the organization.

Qualifications

1. Experience in a senior Data Science, Data Strategy or Technology Solutions role and leading projects.
2. Strong analytical skills, deep understanding of marketing metrics and analytics.
3. Proven Experience in data strategy & measurement framework capabilities.
4. Strong understanding of hypothesis testing and measurement methodologies such as frequentist and bayesian approaches, or a strong statistical knowledge and data analysis skills.
5. Experience with marketing attribution models (e.g., multi-touch attribution, GEO testing & MMM).
6. Experience with advanced analytics tools and techniques, such as Google Analytics, Adobe Analytics, and SQL.
7. Proficiency in data visualization tools (e.g., Looker, Tableau, Power BI).
8. Excellent communication and presentation skills: ability to command a room and captivate through data-led story-telling.
9. Ability to work effectively with cross-functional teams.

Additional Information

Benefits:

• Employee discount (hello ASOS discount!)
• ASOS Develops (personal development opportunities across the business)
• Employee sample sales
• Access to a huge range of LinkedIn learning materials
• 25 days paid annual leave + an extra celebration day for a special moment
• Discretionary bonus scheme
• Private medical care scheme
• Flexible benefits allowance - which you can choose to take as extra cash, or use towards other benefits

Why take our word for it? Search #InsideASOS on our socials to see what life at ASOS is like.