Senior Director, Media Analytics & Optimization

Senior Director, Media Analytics & Spend Optimization

Location:

New York, NY, US

Job Type:

Edgewell is a global team of over 6,000 visionaries, doers and makers. Our secret is people, and we have an inspiring and collaborative global force of them. Our portfolio of over 25 brands touches lives in more than 50 countries by making useful things joyful. Together, we reimagine good mornings and endless summers, strive for more sustainable ways to beautify and bond, and do it all with not only confidence but determination.

This is a leadership role accountable for establishing a best in class spend optimization program for all EPC categories including Shave, Sun and Grooming categories. The Senior Director will build the media analytics capabilities across the US organization, including building a measurement and refinement capability for Digital and Retail media and Precision Marketing. The role will primarily focus on building an end to end spend optimization capability in real time and ensuring that all media planning and buying is influenced by this team.

This leader will define how marketing performance will be measured and will evaluate marketing performance against “the bar” of excellence. Will also support the strategy for the first, second- and third-party data. This leader will also closely partner with our AOR, internal stakeholders and external suppliers to continuously drive enhancements. The lead will establish measurement capabilities and think optimization is an output of that measurement framework.

Beyond analytics, the role cultivates a culture of curiosity and storytelling and ensuring that key recommendations are firmly embedded in the media buying process.

• Establish the Spend Optimization Capability & drive Impact
  • Build and own end-to-end media measurement framework, including Marketing Mix Modeling (MMM), incrementality testing, attribution, and lift studies.
  • Define how media effectiveness is measured across brand, performance, retail media, and upper & lower funnel channels in partnership with the CMO Team, Category Teams and Media Agency.
  • Drive media investment optimization, leading annual & in-year budget allocation, scenario planning, & ROI-driven reallocation across channels/ brands to balance near-term performance with long-term brand growth.
  • Identify critical gaps and opportunities, and work with the brand leaders and the CMO organization to recommend ways to course-correct and optimize tactics in these ‘hot-spots’.
  • Evaluate the performance of the overall Advertising and Consumer Promotion investment.
• Establish Advanced Analytics and Modeling
  • Oversee development & management of MMM, response curves, saturation thresholds, & diminishing returns.
  • Explore, experiment, pilot and deploy AI-enabled forecasting and optimization and forecasting.
  • Ensure insights are actionable, timely, and embedded into planning cycles, not retrospective.
  • Predict future consumer behaviors like purchase intent, potential churn rates, lifetime value etc.
• Build Precision Marketing Capability
  • Create Audience Targeting and Segmentation by leveraging multiple data sources, behavior and preferences, including the purchasing history of cohorts.
  • Drive Personalization, including tailoring communications to meet specific consumer needs.
  • Customer Journey Mapping: analyze data at various touchpoints across the customer journey & identify patterns on how customers react.
• Build Media Analytics
  • Lead Learning Agendas in line with business requirements. These involve test & Learns, Pilots, A/B testing etc. Undertake pilots & scale-up on AI and GenAI in relation to media analytics.
  • Partner with the CMO / AOR team to effectively build the CRM capability, by adopting best practices and undertake relevant test & learns. Activate pockets of growth.
  • Propensity Modeling:
    Predict granular pockets of growth (e.g., geographies, demo/psycho groups) and prioritize based on segment size, propensity to purchase our brands, and ability to reach audiences
  • Build single platform that brings together Media, Personalization/ Content, Audience and Measurement
  • Evaluate creative quality…