Associate Director, eCommerce Analytics, New York, New York

Agency GroupM
Created 10/14/2021
Reference oynSgfwN
Category Analytics
Job type Full-time
Country United States
State New York
City New York

Position at Mindshare


Mindshare is a global media agency network with billings in excess of US $34.5 billion (source: RECMA). The network consists of more than 7,000 employees, in 116 offices across 86 countries spread throughout North America, Latin America, Europe, Middle East, Africa and Asia Pacific.

Each office is dedicated to forging a competitive marketing advantage for businesses and their brands based on the values of speed, teamwork, and provocation. Mindshare is part of GroupM, which oversees the media investment management sector for WPP, the world's leading communications services group.

Department - Business Intelligence & Analytics

The Associate Director, Commerce Analytics helps to bridge the gap between Mindshare's clients and the internal practice areas of Digital Insights, Planning, and Investment. Our Business Intelligence & Analytics team collects and analyzes both quantitative and qualitative data to create vivid, compelling and actionable insights for our clients. The group encompasses Mindshare's digital analytics, research, modeling and technology offerings. We are an integral part in supporting the media investment teams as they allocate media budgets and optimize effective plans for their accounts.

Basic Background
  • Client: Unilever, Commerce media and eCommerce focus (with connectivity to Brand BI teams)
  • Working with the client, vendors, and activation/planning team
  • Travel - minimal to a few times per quarter (local)

The Role:

The Associate Director will work closely with the ULTRA Commerce Planning and Investment teams to optimize media strategy and investment. This includes developing a thorough understanding of the media marketing measurement landscape and being able to effectively articulate complex concepts in a digestible way to clients and internal teams. Learnings are communicated and merchandised primarily through Media Business Reviews on an annual, biannual, quarterly, and campaign-by-campaign basis. These reports extend across all retailer categories, in brick and mortar stores, as well as in the digital marketplace. The individual will also be tasked with designing a strategic plan for the three-person ULTRA Commerce Media Analytics Team and will be responsible for the execution and implementation of that vision. The ultimate goal is to build a best-in-class center of excellence for Commerce & eCommerce Media that is grounded in data and measurement.

  • Participate in the media planning process to help develop campaign measurement strategy and appropriate KPIs to effectively assess media campaign objectives and inform ongoing campaign optimization
  • Lead construction of all campaign reporting, including campaign-by-campaign analyses, as well as quarterly, biannual, and annual Media Business Reviews
  • Supervise four to five Analytics team members and train junior investment team members
  • Manage relationships between internal Mindshare teams, client teams, and media vendors. Ensure connectivity between brand and commerce analytics teams
  • Assist in the development of learning plans and measurement strategy to address knowledge gaps in clients understanding of media performance
  • Design and manage analytics projects including multi-channel attribution, online to offline sales studies, and digital audience verification research
  • Meet and evaluate shopper media partners, as well as research & analytics vendors
  • Manage campaign performance and provide recommendations for optimizing media campaigns
  • Develop internal and client-facing visual dashboards/tools aimed at answering measurement related business questions
  • Support development of the Analytics pillars
    • Measuring KPI frameworks and accessing measurement technologies
    • Understanding - Performance KPI reporting and audience insights

  • Bachelor's degree, preferably in Applied Math, Statistics, Economics, or Management (with heavily quantitative classwork)
  • 4-5 years agency analytics experience or experience in a highly analytic or strategic role
  • Detail-oriented, comfortable working with numbers, and able to apply statistical methods within a Marketing context
  • Familiar with the traditional and digital media landscape, and all associated metrics (e.g. CPMs)
  • Understanding of digital media attribution to offline retail stores
  • Self-motivated; self-starter; strong leadership; strong attention to detail
  • Able to work on multiple projects at the same time
  • Polished verbal and written communications skills
  • Ideally, you'll be familiar with:
    • ETL Tools (e.g. Alteryx, KNIME)
    • Data Visualization Software (e.g. Tableau, DOMO)
    • A d Safety & Viewability Vendors (e.g. DoubleVerify, MOAT)
    • Campaign Management Tools (e.g. Prisma)
    • Primary Research Vendors (e.g. Upwave, Lucid, Kantar Millward Brown)
    • Sales Measurement (e.g. IRI, NCS)
    • Syndicated Research Solutions (e.g. Nielsen, comScore)
    • Microsoft Office (Excel, Word, PowerPoint)

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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