Director, Media & Creative Insights

Role Purpose

The Human Sciences Director, Media & Creative Insights leads the strategy, measurement, and learning agenda for media and creative effectiveness across the North America Operating Unit (NAOU). This role partners with Connections & Media, Brand, Analytics, Global Insights, and agency partners to design, scale, and measure audience‑led communications that strengthen human connection and drive business outcomes. You will advance data‑driven audience planning, link creative quality to media investment, and apply rigorous measurement (MMM, brand lift, in‑flight testing) to drive continuous improvement.

You will also translate key learnings into practical playbooks, testing approaches, and forums that raise the bar for creative excellence and media sophistication in NAOU.

Success requires comfort navigating a highly matrixed environment, strong storytelling and influence, experience in creative and media research, and a passion for staying ahead of industry, consumer, and platform trends.

Co‑lead audience strategy with Connections & Media, Brand, and agency partners, using consumer, behavioral, and platform data to identify priority audiences and guide portfolio‑level optimization. Translate brand objectives into audience‑first, channel‑specific hypotheses and learning agendas that inform briefs and in‑flight decision‑making.

Advance media measurement frameworks (MMM/eMMM, brand lift, attribution/experimentation) and ensure KPIs and learning goals are embedded in the brief. Develop NAOU/global evaluation frameworks to scale what works across brands. Influence clear post‑campaign assessments to diagnose what worked and why to inform continuous learning loop.

Design creative, shopper, and packaging/VIS research (eye‑tracking, predictive analytics, POS and shelf testing) and evaluation protocol to improve decision‑making and in‑market performance. Steward and establish design principles to enhance creative effectiveness across physical and digital environments.

Expand Learn

X beyond attention to include broader and holistic metrics (creative quality signals, audience fit, wear‑in/wear‑out diagnostics), creating a scalable testing solution for social and short‑form content. Integrate creative testing insights into internal systems to strengthen end‑to‑end campaign evaluation.

Leverage 1PD, developing a panel to use for rapid experimentation and insights. Pilot AI agent for creative insights to streamline synthesis, toplines, and speed of decision‑making. Explore an always‑on social listening program to surface category, cultural, and platform trends early.

Serve as a strategic consultant across Human Sciences, IMX, Brand and Commercial/Shopper teams, helping shape annual learning agendas and capability‑building plans. Provide clear direction to agency teams on learning objectives, testing rigor, and measurement expectations. Provide ongoing insights on evolving consumer behavior and platform shifts to guide communication strategy.

• Bachelor’s degree in Marketing, Communications, Business, Behavioral/Social Science, or related field.
• 8+ years of experience in media analytics & measurement, audience planning, advertising research, or consumer insights.

• Master’s degree (MBA, Social Science, or related field).
• 12+ years of experience across media measurement, creative/advertising research, audience planning, and agency/CPG partnership roles.

• Media & Measurement Expertise: Strong fluency in MMM, brand lift, attribution, and experimental design.
• Audience Planning: Experience building audience‑led media strategies using 1P/2P/3P data, segmentation, and platform‑level targeting.
• Analytical & Synthesis
  
  Skills:
  
  Ability to connect disparate data sources, uncover insights, spot patterns, and build compelling narratives.
• Research Craft: Knowledge of end‑to‑end research design for…