Sr Director , Modeling and Measurement

Position: Sr Director I, Modeling and Measurement
The  
** Sr Director, Modeling and Measurement
** is responsible for leading the development and deployment of advanced marketing measurement frameworks and predictive modeling capabilities across the North America Operating Unit (NAOU) Marketing organization. In this transformational role, you will elevate how we assess marketing performance and optimize investments, by combining data science with business strategy. You will champion a culture of data-driven decision-making, ensuring that our analytical models and measurement systems directly inform marketing plans and drive tangible business impact.

As the head of the Modeling & Measurement function, you will oversee a team of data scientists and analysts, collaborate closely with cross-functional partners (Media, Brand, Innovation, IMX, Mar Tech, and Commercial) to embed insights into execution, and continuously refine our approaches to stay ahead of industry trends. Ultimately, your leadership will ensure that NAOU Marketing has best-in-class tools and insights to allocate resources effectively, personalize consumer experiences, maximize ROI on marketing spend and ultimately help us to be more predictive of what is to come.

** What You'll Do for Us*
* *** Develop & Deploy Measurement Frameworks:
** Lead the creation of robust marketing measurement frameworks that holistically evaluate the effectiveness of our marketing activations and innovations, including our campaigns and respective channel deployment. Oversee the design and implementation of unified metrics and methodologies - for example, marketing mix modeling (MMM), multi-touch attribution, brand lift studies, and test-and-learn experiments - to quantify marketing impact on key outcomes like sales, brand equity, and engagement.

Ensure these measurement systems are fit-for-purpose for NAOU's needs, integrating both traditional and digital metrics, and that they are consistently applied across brands and initiatives to enable apples-to-apples comparisons.

*** Drive Advanced Predictive Modeling:
** Guide the development of advanced analytic models to inform marketing strategy and optimization. This includes directing efforts in predictive and prescriptive modeling, such as marketing mix models, consumer segmentation and propensity models, campaign response models, and forecasting tools. Make sure the models are rigorously validated and calibrated to our business context, so they provide reliable forward-looking insights. Leverage these models to identify drivers of performance and recommend allocation of spend (e.g., optimal media mix, targeting strategies) to maximize ROI.

Stay at the forefront of analytical techniques (e.g. machine learning, AI) and champion their application in solving marketing problems.

* ** Cross-Functional Insight Integration:
** Act as the key interface between the Data team and the broader marketing organization to turn analytics into action. Collaborate with Media, IMX, Brand, Innovation, Commercial, and Finance teams to ensure modeling and measurement outputs are embedded into planning and decision processes. For example, work closely with Media and IMX directors to inject model findings into campaign planning and in-flight optimizations, so that media plans and creative strategies are continually refined based on data.

Partner with Brand and Commercial leads to translate insights into business terms and tactical recommendations (e.g., how a predicted trend or measurement result should adjust a promotion or distribution tactic). By forging these partnerships, ensure that your team's analytical work is addressing real business questions and that stakeholders understand and leverage the insights for better outcomes.

*** Build & Lead the Modeling/Measurement Team:
** Recruit, develop, and inspire a high-performing team of data scientists, modeling analysts, and measurement specialists. Provide day-to-day leadership and mentorship, setting and aligning clear objectives with the wider Marketing community and Human Sciences and Advanced Analytics function. Maintain high standards of analytical rigor and business alignment. Foster an environment of continuous learning and innovation, where the team experiments with new data sources, tools, and techniques to improve our marketing intelligence.

Ensure the team works seamlessly with IT/Digital Technology (for data engineering, tools, and platform support) and with Analytics/Insights partners (for knowledge sharing and avoiding duplication). Identify skill gaps and invest in capability building (training, best practice development) to keep the team's expertise cutting-edge.

*** Steer Data Governance & Quality for Analytics:
** Provide thought leadership and oversight in the required data foundation for marketing modeling and measurement, in partnership with the Data Governance and IT teams. Ensure that data inputs feeding models (e.g., spend data, consumer data, sales figures, media performance metrics) are accurate, consistent, and…