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INTRODUCTION
At Burberry, we believe creativity opens spaces. Our purpose is to unlock the power of imagination to push boundaries and open new possibilities for our people, our customers and our communities. This is the core belief that has guided Burberry since it was founded in 1856 and is central to how we operate as a company today.
We aim to provide an environment for creative minds from different backgrounds to thrive, bringing a wide range of skills and experiences to everything we do. As a purposeful, values-driven brand, we are committed to being a force for good in the world as well, creating the next generation of sustainable luxury for customers, driving industry change and championing our communities.
JOB PURPOSE
Own the measurement framework that powers Burberry’s Media decision-making. Lead the strategic and tactical layers of measurement, including MMM, attribution, audience insight and the omnichannel experimentation programme. Translate data into the actions that drive investment decisions. Set the methodology, standards and tools that the wider Media Planning, Media Partnerships & Media Operations teams operate with and build a strong culture of evidence-based decision-making across all Media.
RESPONSIBILITIES
Measurement Strategy & Framework
- Own the end-to-end media measurement framework spanning strategic, tactical and operational layers, ensuring media decisions at every level are grounded in consistent methodology
- Define the brand and commercial KPI hierarchy, ensuring every media channel and campaign is measured against the right metric
- Set the principles for triangulating between MMM, attribution and experimentation
- Continuously evolve the framework as platforms, signals and measurement techniques change. Particularly in response to privacy, signal loss and AI-driven measurement innovation
- Develop, plan and manage the holistic media measurement testing roadmap by partnering with Media Operations and Planning teams
- Create, update and lead the media taxonomy framework and strategy for the purposes of media insights, MMM, ad trafficking, media data tracking and management
- Ownership and management of all media related data, linking with full business results
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MMM & Strategic Measurement
- Lead the relationship with Burberry’s in-house MMM team; overseeing the brief, model inputs, validation and readout
- Translate MMM outputs into clear investment recommendations for Media and Finance
- Build the calibration loop between MMM and in-channel measurement, ensuring the two views of performance reconcile and inform each other
Brand Health & Audience Measurement
- Build and report on actionable media insights measuring long-term brand equity and short-term omnichannel revenue derived from competitive intelligence, media planning and performance data
- Partner with the Insights team and external brand tracker provider on Brand Health Tracker methodology, sample design and outputs
- Develop the link between brand metrics (awareness, consideration, brand heat, equity) and media activity, so brand media investment can be enhanced
- Lead media audience and customer journey insight that informs Media Planning briefs and Channel strategy
Attribution & Tactical Measurement
- Set the attribution methodology used across digital media channels and define the rules for how attribution outputs and MMM are read together
- Provide regional and channel-level performance benchmarking that informs Media Plan calibration through the year
- Establish clear measurement requirements for every campaign brief in partnership with the Media Planning and Media Operations teams
Validation & Experimentation
- Oversee the experimentation programme, including geo tests, incrementality studies, conversion lift and brand lift research
- Design tests with statistical rigour, define readout criteria up front, and maintain a learnings library that compounds over time
- Use experimentation to validate omnichannel media investment decisions and to recalibrate measurement models
- Increase scope of KPIs used within the business, such as LTV, CAC, ROMI
Cross-Functional Collaboration
- Partner with the Media Planning Manager and Digital Media Planning Manager, providing the measurement inputs that drive planning decisions and the readouts that close the loop
- Work alongside the Senior Manager, Media Operations and the channel experts (SEO, Paid Search / Affiliate / Programmatic, Paid Social) to ensure measurement requirements are built into activation from the outset
- Coordinate with Media Operations team and ensure channel-level testing plans are incorporated into the overall, robust measurement programme
- Represent media measurement in senior stakeholder forums and translate complex outputs into clear executive narrative
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Team Leadership
- Direct line management of the Media Insights Analyst
- Mentor and develop analytics capability across the wider Media team
Tools, Infrastructure & Governance
- Set the requirements for tagging, conversion tracking, server-side measurement (CAPI and equivalents), dashboards and data warehouse provisioning, working in partnership with Media Operations, Data & Analytics and IT.
- Own media measurement governance, data quality standards and methodology documentation, ensuring the team operates against a single source of truth.
KNOWLEDGE, SKILLS AND EXPERIENCE REQUIRED
- 5+ years’ experience in marketing measurement, media analytics, marketing science or media effectiveness, at a brand, agency, consultancy or platform
- Hands-on SQL/Python skills and comfort working directly with data platforms and warehouses
- Hands-on experience with MMM as either a builder or a sophisticated consumer commissioning models, interrogating inputs, interpreting outputs and calibrating against in-market reality
- Strong grounding in digital attribution methodology, including its limits and how to triangulate against other techniques
- Experience designing and running marketing experiments ie, geo tests, incrementality, conversion lift, brand lift; with statistical rigour
- Experience activating measurement across multiple international markets (EMEA, US, APAC) preferred
- Excellent stakeholder management and the ability to translate complex measurement into a clear, confident executive narrative
- Experience managing analysts and developing analytics talent
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