OverviewThe Director, Analytics is a 100% dedicated, Director-level role and the single point of accountability for measurement across all business pillars of a large, high-profile brand portfolio supporting their gaming and B2B accounts. This person owns how we measure, what we measure against, and what the results mean.
The role goes beyond report production. The Director sets measurement methodology and KPI governance, owns the media value formula and placement-level Media Equivalent Value (MEV), and serves as a strategic insights partner to the RDL reporting lead and client account stakeholders. They connect Product Placement results to the broader media narrative so every deliverable tells one consistent story.
Responsibilities1. Measurement leadership and governance
- Serve as the single point of accountability for measurement across all BME business pillars, including Product Placement and paid/branded media.
- Own end-to-end measurement strategy: frameworks, methodology, KPI definitions and success criteria.
- Establish and enforce KPI governance so every workstream measures against the same objectives.
- Align brand-level and product-level measurement, and integrate Product Placement measurement with paid and branded media measurement.
- Provide strategic measurement guidance to client account stakeholders (Jen Buckmaster, Alison Pember) and agency leadership.
2. Media value methodology and MEV ownership
- Own the media value formula and its calculation, including the quarterly media value calculation.
- Assign a Media Equivalent Value (MEV) to each individual placement where the formula requires placement-level adjustment.
- Document the methodology so values are consistent, auditable and defensible to the client.
- Streamline the current manual workflow (grading, clean-up, Nielsen input, results totaling) so placement-level MEV does not add a new layer of inefficiency.
- Identify opportunities to improve Product Placement grading criteria and consistency.
3. Insights partnership
- Act as a thought partner to the RDL reporting lead across all reporting and measurement workstreams.
- Hold ongoing alignment so measurement, interpretation and reporting use the same KPIs, objectives and narratives across all deliverables.
- Collaborate with RDL on:
- Consistent reporting formats across Media and Product Placement
- Alignment on the insights and takeaways brought to the client
- Deeper analysis and recommendations from Product Placement results that stay aligned with media narratives
- Key trends across media, entertainment and the broader landscape, and how they connect to our findings (for example, linking observed Google activity to known competitive intel)
- New findings and best practices developed jointly
- Translate results into clear recommendations and strategic storytelling for client account.
4. Core measurement program
- Lead quarterly Share of Voice tracking.
- Design and oversee attitudinal and forced-exposure studies, including research design and interpretation.
- Build a competitive measurement framework and monitor competitor activity in entertainment.
- Own a standardized BMC reporting template and granular placement-level reporting.
- Oversee data collection and QA, and secure access to raw survey data.
- Bring ROI analysis and, where relevant, Marketing Mix Modeling (MMM) perspective to performance questions.
5. Cross-team integration
- Connect RDL and Publicis Collective analytics into one reporting framework with shared measurement approaches.
- Bring Publicis Collective analytics resources into the reporting process so RDL can produce the outputs client account has requested.
- Run regular joint working sessions with RDL, Publicis Collective and client account stakeholders.
6. Measurement infrastructure and automation
- Define the roadmap for automated grading workflows and Product Placement measurement automation.
- Partner with data and engineering teams on data pipelines and APIs for reporting automation.
- Scale measurement frequency and analysis capacity as the program grows.
QualificationsRequired
- 7+ years in media measurement, marketing analytics or consumer research, with 3+ years leading measurement programs or teams.
- Proven ownership of measurement methodology, including media value or earned/equivalent value models.
- Experience measuring product placement, branded entertainment or sponsorships.
- Strong research design and interpretation: attitudinal, brand lift and forced-exposure studies.
- Track record of KPI governance across multiple workstreams, teams or agencies.
- Ability to turn analytics into clear recommendations and stories for senior client stakeholders.
- Experience with competitive analysis and Share of Voice tracking.
Preferred
- Familiarity with Marketing Mix Modeling (MMM) and ROI analysis.
- Knowledge of the entertainment and streaming landscape and the tech competitive set.
- Experience building automated reporting: data pipelines, APIs, dashboards.
- Agency-side experience in a multi-agency client model.
- Experience with tech or consumer-electronics brands.
