AVP, Digital & Social Media
Skills
About This Role
- Own media performance measurement frameworks across all paid acquisition channels
- Define KPI hierarchies, performance thresholds, and escalation rules
- Lead the always‑on testing roadmap across audiences, creatives, journeys, and funnels
- Own attribution logic including MTA, MMM inputs, and incrementality testing frameworks
- Translate performance and measurement signals into clear scale, pause, or stop decisions
- Govern tagging standards, UTM frameworks, and measurement quality across platforms
- Act as the internal authority for performance governance and measurement credibility within the Media & Performance CoE
- Own testing prioritisation frameworks, including learning documentation, go / no‑go criteria, and decision closure
- Ensure attribution and measurement approaches are consistently applied and well governed
- This role does not focus on media execution, campaign trafficking, or standalone analytics production; its mandate is performance governance, optimisation decisioning, and measurement integrity
Qualifications
- Bachelor’s degree in Marketing, Data, Analytics, Statistics, or related discipline
- Professional certifications in analytics, attribution, or platform measurement preferred
- 8–12 years’ experience in media performance, analytics, or measurement roles
- Strong experience managing cross channel performance frameworks and attribution models
Experience
- Proven ability to translate data into executive level decisions and recommendations
- Experience working with BI, data, and analytics teams in complex environments
- Banking, fintech, or highly regulated sector experience preferred
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