Description and Requirements
Key Responsibilities:
- Own and evolve the marketing measurement strategy, with a strong emphasis on MMM as a core capability, complemented by MTA, experimentation, and other approaches where appropriate.
- Lead the design, execution, and governance of MMM frameworks, ensuring business relevance and methodological rigor.
- Apply CPG-informed thinking where applicable, including brand vs. performance trade-offs, national media, seasonality, and promotions.
- Work with Head of Media as primary measurement thought partner enabling media strategy decisions.
- Partner with senior marketing leaders to translate brand and commercial objectives into measurable outcomes.
- Evaluate and recommend the right mix of MMM, MTA, and test-and-learn approaches, considering data availability and business context.
- Ensure measurement outputs are embedded into annual planning, budget allocation, and in-flight optimization.
- Function as a senior thought leader on measurement in a privacy-first, signal-constrained environment.
- Collaborate with data science, engineering, and analytics teams to operationalize models and insights.
- Lead the MMM In-house transition roadmap.
- Lead and manage a high-performing global team to deliver results to our customers while championing a work environment that embodies We Are Lenovo cultural values.
Required Qualifications:
- 12 years of relevant experience in marketing analytics and measurement, including leading teams to deliver results.
- Strong experience with MTA and MMM.
- Proven ability to define and evolve measurement strategy, not just execute analyses.
- Strong understanding of marketing channels, KPIs, and media planning.
- Experience influencing senior and executive stakeholders.
- Excellent communication and storytelling skills.
- Experience in CPG environments is strongly preferred.
