Measurement Director (Nike Account)
<p>Initiative is a proud member of Omnicom Media. We are a global media agency dedicated to driving growth for our clients through innovative strategies and data-driven insights. By working in close collaboration with our affiliate companies – Kinesso and Yune – we create exceptional, tailored marketing campaigns that connect brands with their audiences in meaningful ways.</p>
<p><span style="text-decoration: underline;"><strong>What we are looking for: </strong></span></p>
<p>Nike EMEA runs two kinds of activity that are too often measured in isolation: brand-building work that creates demand, and performance activity that captures it. This role exists to close that gap. The Director of Measurement owns a single, connected view of how media is working, from awareness and consideration through to traffic, conversion and revenue, and turns it into a narrative that Nike and the agency can act on every month, not just at the end of a campaign.</p>
<p>You will be the person in the room who can explain what happened, why, and what we should do differently next, in language that works equally well with a brand director, a performance lead, a data scientist and a procurement stakeholder.</p>
<p>You'll sit within Initiative's Nike EMEA CapEx team and be part of Omnicom Media's wider analytics and data science community, with access to its measurement tooling, cloud data platforms, training and a global network of analysts to draw on.</p>
<p> </p>
<p><span style="text-decoration: underline;"><strong>What you will do:</strong></span></p>
<p><strong>Strategic measurement leadership</strong></p>
<ul>
<li>Build a deep understanding of Nike's media, marketing and commercial objectives and translate them into comprehensive measurement and testing plans that account teams can plan against.</li>
<li>Own the EMEA measurement framework linking brand metrics (awareness, consideration, brand strength) with business outcomes (traffic, conversion, revenue, member growth) across Demand Creation and Demand Capture activity.</li>
<li>Bring new methods, tools and techniques into the account from the wider Omnicom analytics community, and own their roll-out across markets.</li>
</ul>
<p><strong>The cohesive analysis narrative</strong></p>
<ul>
<li>Produce a regular, integrated performance story for Nike explains the effect of each campaign and the full-funnel effect of investment and where the next incremental gain sits.</li>
<li>Lead clear, robust and thought-provoking campaign reviews with actionable recommendations, showing both the agency team and the client how to improve effectiveness.</li>
<li>Reconcile MMM, attribution, lift studies and brand tracking into a single point of view .</li>
<li>Translate findings into prioritised recommendations on budget, channel mix, flighting</li>
</ul>
<p><strong> </strong></p>
<p><strong>Experimentation and continuous improvement</strong></p>
<ul>
<li>Own the test-and-learn agenda: brand and conversion lift studies, matched-market and geo experiments, holdouts and creative testing, with a shared learning roadmap agreed with Nike.</li>
<li>Develop expert knowledge of platform testing and targeting capabilities (Meta, Google, Amazon, TikTok and others) and act as the consultative lead on how they are used.</li>
<li>Establish the cadence: monthly performance reviews, quarterly deep-dives, annual planning inputs, that keeps insight feeding back into planning and activation.</li>
<li>Define the triggers, thresholds and evidence standards that performance-linked and agile investment models depend on.</li>
</ul>
<p><strong>Client and internal stakeholder engagement</strong></p>
<ul>
<li>Build trusted relationships with senior Nike marketing, analytics, media, operating as a credible day-to-day strategic partner and aligning on data sources, definitions and a single source of truth.</li>
<li>Partner with strategy, planning, digital activation, search/programmatic and creator teams so measurement shapes the plan.</li>
<li>Work with data engineering teams to set automation strategies, integrate new data sources and tools, and reduce manual reporting effort across markets.</li>
<li>Set common measurement standards across EMEA.</li>
</ul>
<p><strong>Commercial contribution</strong></p>
<ul>
<li>Coordinate third-party measurement vendors (MMM, attribution, brand tracking, clean rooms), including assessment, contracts and SOWs, and value-for-money.</li>
<li>Contribute to new business and extension pitches, developing the data and measurement propositions that demonstrate Omnicom Media's capabilities.</li>
</ul>
<p><strong>Team leadership and thought leadership</strong></p>
<ul>
<li>Lead, mentor and develop a team of analysts and measurement specialists across the hub and markets, leading by example and with empathy in difficult situations.</li>
<li>Translate complex data concepts for non-technical stakeholders and contribute to the agency's data strategy, promoting data-driven innovation within the account and the wider industry.</li>
</ul>
<p><strong><span style="text-decoration: underline;">Skills & Experience</span></strong></p>
<ul>
<li>8+ years in media analytics, marketing effectiveness, measurement or data science, including several years leading a function on a large multi-market brand, ideally retail, consumer or sportswear.</li>
<li>Highly numerate, with a degree with a relevant degree or equivalent experience.</li>
<li>Strong grounding in statistics hypothesis testing, descriptive statistics, and the confidence to apply statistical tests and defend robust conclusions.</li>
<li>Working knowledge of advanced measurement approaches: MMM, MTA, sales and conversion lift, brand lift studies, matched-market and geo testing, and incremental measurement across both direct-response and brand campaigns.</li>
<li>Deep understanding of the data points available across digital campaigns and how each should be analysed; hands-on experience applying measurement through Meta, Google and other major platforms.</li>
<li>Fluency in both brand and performance measurement, and a track record of resolving the tension between them into one integrated answer.</li>
<li>Excellent communication and storytelling skills: able to present complex ideas to technical and non-technical audiences, visualise data in a way that cuts through the noise, and defend a recommendation to C-level under challenge.</li>
<li>Commercial awareness: you understand how measurement connects to agency incentives, scopes of work, vendor contracts and the client's P&L.</li>
<li>Working knowledge of privacy and data-governance constraints across EMEA (GDPR, consent, clean-room environments).</li>
<li>Curious and current: you keep up with advances in data science, measurement and media technology, and know which method answers which question.</li>
</ul>
<p> </p>
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