Lead the development and execution of Citi’s media measurement framework, including performance reporting, attribution strategy and incrementality testing and analyses
Partner closely with internal stakeholders in media, adtech, product and across LOBs to help enable data driven decision making for media strategy and optimization and identify their measurement requirements
Manage the attribution measurement and reporting process for all lines of business, overseeing all aspects including report QA, insights generation and sharing up to senior stakeholders
Calibrate media performance from across multiple data sources and reports to provide a clear media performance narrative, translating data into clear and actionable insights for senior stakeholders
Support the development of measurement roadmap, media test and learn agenda, and advanced analytics studies for cross‑channel measurement
Meet with vendors and develop a deep understanding of different methodologies to help evaluate and support the development of innovative and future proof measurement solutions
Serve as a subject matter expert in measurement – ability to speak to different measurement methodologies, measurement landscape and industry changes
Simplify complex measurement terminology into compelling narrative for senior stakeholders across the org
Requirements
5-8 years’ experience within media measurement and analytics, either on the client side, agency side or publisher side
Solid understanding of media planning principles, digital and emerging media platforms
Familiarity with Adtech and Martech tools (audience management tools, DSP/SSP, bid management, ad serving, web analytics, identity solutions, etc)
Expertise in media measurement approaches including attribution, MMM, ad effectiveness and incrementality testing
Highly analytical, with a proven ability to distill data and numbers into business outcomes, derive and communicate strategic insights and implications for senior leadership
Outstanding data storytelling skills, communication, presentation, and negotiation skills, capable of influencing and engaging executive-level stakeholders across a matrixed organization
Should be able to independently support and project manage workstreams involving multiple stakeholders, show strong sense of accountability and decisiveness in strong work ethic
Must be ready for hands on involvement in measurement to identify roadblocks and uncover solutions, operate with curiosity and is hypothesis driven
Must be process oriented and organized, operate efficiently to deliver high‑quality work in a fast paced and dynamic environment across different teams
Excellent attention to detail, organization skills and strong presentation skills to senior level leadership stakeholders
Exceptional strategic thinking, problem‑solving, and decision‑making capabilities, with a focus on long‑term impact
Masters or Bachelor’s degree in Business Analytics, Marketing, Business, Finance, Statistics. Advanced degree preferred