Head of Marketing Measurement & Effectiveness

Location: This is a hybrid role, offering a combination of being able to work remotely and from our Corby office.

The Opportunity

The Head of Marketing Measurement & Effectiveness owns and drives the EMEA marketing measurement and effectiveness strategy. The role sets the vision, enterprise standards and multi-year roadmap, and is accountable for ensuring marketing and digital decisions are grounded in robust evidence and linked to customer, commercial and financial outcomes.

The role defines the EMEA measurement operating model across all marketing activity, combining attribution, marketing mix modelling (MMM), digital experience analytics and performance reporting into a single view of marketing and digital customer experience effectiveness. Working with Marketing, Sales, CX, Finance and senior leadership, the role provides credible measurement & insight on investment allocation, performance trade-offs and the actions required to maximise growth and return across customer segments and markets.

The role sponsors and directs the advancement of data, tooling and analytical capability across all marketing channels and digital experiences, defining the business requirements and governance required as Adobe Commerce, CDP, MMM and DDA capabilities are deployed. With significant investment in MarTech and digital commerce, the role is accountable for ensuring the analytics ecosystem, data quality and insight products are fit for strategic decision making and deliver measurable customer and commercial value.

What You Will Be Doing

• Define, own and drive the EMEA-wide marketing measurement and effectiveness strategy, setting the vision, priorities and multi-year transformation roadmap.
• Set mandatory EMEA measurement standards and governance across performance marketing, growth and lifecycle marketing, campaign marketing and digital commerce.
• Own the measurement strategy for digital optimisation and the end-to-end customer journey, identifying the interventions required to improve conversion, experience and growth.
• Establish the enterprise measurement hierarchy linking channel and journey performance to customer, commercial and financial outcomes, and hold teams to consistent application.
• Set the capability and investment roadmap that advances measurement maturity through attribution, experimentation and MMM, securing senior stakeholder commitment to delivery.
• Act as EMEA business owner for Marketing Mix Modelling, accountable for its strategic application, governance and adoption in planning and investment decisions.
• Own EMEA attribution policy and methodologies across digital channels, directing the deployment, adoption and continuous improvement of Data-Driven Attribution and related capabilities.
• Determine where attribution, experimentation, MMM and other methods should be applied, resolving methodological trade-offs and ensuring alignment to business decisions and customer journeys.
• Set and govern robust digital measurement across owned, earned and paid channels and onsite conversion, with authority to challenge gaps in data, execution and performance.
• Own the EMEA eCommerce measurement framework and use it to direct actions that improve digital growth, funnel performance and conversion.
• Set the business vision and requirements for digital analytics as the new digital front end and CDP are deployed. Sponsor delivery with MarTech and Digital leaders, ensuring tagging, data flows and connections enable trusted end-to-end measurement from demand generation to onsite conversion.
• Act as the senior authority on marketing effectiveness, translating complex evidence into clear executive recommendations and constructively challenging investment and performance decisions.
• Direct the insight agenda across marketing performance, customer behaviour and growth, ensuring analysis leads to prioritised action and measurable value.
• Commission and govern standardised dashboards, scorecards and insight products, ensuring they meet executive and market decision needs.
• Set EMEA KPIs and reporting standards across regional and market teams, with clear accountability for adoption, data quality and performance action.
• Ensure performance governance balances operational indicators with customer, commercial and financial outcomes, escalating material risks and opportunities to senior leadership.
• Lead, coach and develop a multi-layer specialist team, setting clear accountabilities, capability standards and succession plans.
• Chair the EMEA marketing effectiveness governance forum, bringing together Marketing, Digital, Commercial and Finance leaders to agree priorities, resolve trade-offs and track value delivery.
• Own the benefits realisation framework for measurement-led change and report progress, risks and corrective action to senior leadership.