Director, Business And Activation Analytics (Ldb)

Overview
Title: Director, Business & Activation Analytics
Agency: Beauty Co Lab at OmnicomMediaGroup
As a leading global media network, Omnicom Media Group (OMG) sets itself apart with an agile, client-first approach that helps businesses thrive today and into the future. With more than 21,000 employees globally, OMG has the talent, expertise and clout to deliver unprecedented levels of innovation for our clients. The group is comprised of some of the world's most awarded agencies. From leadership to entry-level talent, we are a diverse mix of ages, genders, ethnicities, skill sets and backgrounds. This role will be on a highly visible team, fully dedicated to the success of our client, L'Oréal.
For more than a century, L'Oréal has devoted its energy, innovation, and scientific excellence solely to one business: Beauty. Their goal is to offer each and every person around the world the best of beauty in terms of quality, efficacy, safety, sincerity and responsibility to satisfy all beauty needs and desires in their infinite diversity.
Overview:

• Improve media efficiency and effectiveness through data and technology by enabling optimization, understanding what drives media effectiveness, elevating insights to be actionable across initiatives, and accelerating learning through media testing.
• Establish a strategic roadmap to deliver against L'Oréal USA's needs and expectations for data and analytics
• Deliver an audience strategy through collaboration with cross-functional team
• Create a measurement framework and identify key performance metrics for L'Oréal USA
• Identify opportunities and new creative ways to use data and analytics to solve business challenges and support sustainable growth (new platforms, new measurement partners, new algorithms, etc.)
• Deliver insights, optimizations, and learnings through post-campaign analytics
• Deliver thought leadership about industry evolutions impacting data and analytics
• Work hand-in-hand with the L'Oreal organization - ensuring that BCL Analytics is at the forefront of driving the measurement and analytical strategy to help guide the business forward

Responsibilities:

• Set the vision, strategy and roadmap to deliver cutting edge marketing sciences solutions across the L'Oréal USA portfolio and the PPD team - relay that vision succinctly & clearly to the client team
• Provide strategic advisory on how data and analytics can help unlock opportunities for L'Oréal USA
• Define the measurement framework and encourage creative use of data to solve L'Oréal USA business challenges and support growth, in close alignment with cross-functional team
• Create a L'Oréal USA portfolio learning agenda & ensure it is clearly applied across PPD
• Develop best-in-class audience solutions in collaboration with cross-functional team
• Deliver thought leadership by exploring new ways to enhance, develop or execute insights through data and analytics (new partners, new technologies, innovative use of existing solutions)
• Share POVs regarding industry changes in the data and analytics space (future of measurement, new data solutions like clean rooms, attention measurement, etc.)

Role Details:

• Create and implement a comprehensive measurement framework for each brand and the overall division, identifying solutions and measurement partners to measure the impact of media investments most accurately and how they support L'Oréal USA's business objectives
• Be the go-to for the client teams & drive forth the strategy by educating the clients & being the face of the Analytics BCL PPD team, particularly with PPD media teams, brand marketing leads, LUSA PPD measurement lead & cross-functional investment teams
• Work hand in hand with the activation teams (both internally at BCL and externally at LUSA) to create a cohesive measurement strategy & be the guide that brings all parties together
• Use data science models to inform strategic planning, media attributed sales forecasting and bottoms-up optimization of budget allocation for tactical planning and ongoing optimization of media investment
• Identify and prioritize business questions and hypothesis to create a campaign testing plan that aligns with the broader L'Oréal USA learning agenda
• Deliver detailed campaign analyses that include clear and actionable insights for in-flight campaigns optimizations and learnings for future campaign with the goal to continuously improve business outcomes
• Liaise with cross-functional team for ongoing integration of learnings based on business analysis and insights & drive process that ensures no duplication of efforts across teams

Key Deliverables:

• Set priorities to deliver growth targets based on historical data, competitive, media industry and landscape trends
• Create a comprehensive reporting calendar that outlines the year's reporting deliverables, and when items should be expected from BCL to help set client expectations
• Develop a comprehensive measurement framework in collaboration with comms planning, planning, audience, and Activation teams to define KPIs for campaigns
• Deliver clear and actionable insights based on reporting dashboards and other measurement solutions to help L'Oréal USA understand the impacts of the campaigns
• Provide cohesive wrap reports (either by quarter or by campaign) for largest PPD brands, again, working with activation teams
• Make recommendations to improve efficiency and effectiveness (monthly or quarterly, depending on campaign tiering)
• Leverage modern solutions (data clean rooms, client analytics environments, etc.) to support insight development
• Lead implementation and deployment and of various measurement studies including brand lift, conversion lift tied directly to business objectives
• Develop test and learn measurement agenda & roadmap including new metrics, new measurement partners and solutions
• Update clients about industry trends/changes impacting measurement strategies

Beauty Co Lab is an Equal Opportunity/Affirmative Action Employer. All qualified applicants will receive consideration for employment without regard to race, color, religion, sex, sexual orientation, gender identity, national origin, disability or veteran status, age or any other federally protected class.
Compensation Range: $125,000 - $165,000 annually. This is the pay range the Company believes it will pay for this position at the time of this posting. Consistent with applicable law, compensation will be determined based on relevant experience, other job-related qualifications/skills, and geographic location (to account for comparative cost of living). The Company reserves the right to modify this pay range at any time. For this role, Benefits include: health/vision/dental insurance, 401(k), Healthcare Flexible Spending Account, Dependent Care Flexible Spending Account, vacation, sick, personal days, paid parental leave, and paid medical leave, STD/LTD insurance benefits.