VP-Head of Media Insights

Role Purpose:

Head of Media Performance and Analytics is a data-driven leader responsible for overseeing the measurement, analysis, and optimization of media performance across all channels. This role combines strategic thinking with a deep understanding of analytics to ensure that media investments deliver maximum ROI and align with organizational goals. The VP will lead a team of analysts and performance specialists, collaborate with cross-functional teams, and leverage advanced tools and insights to drive actionable results.

Key Responsibilities:

Media Performance Strategy

• Develop and implement a comprehensive performance measurement framework for all media activities, ensuring alignment with overall marketing and business objectives.
• Develop and implement a robust media performance measurement framework to evaluate the effectiveness of campaigns and optimize ROI.
• Implementation of a performance framework across all channels within a specific timeframe (e.g., 90 days).
• Reduction in underperforming media spending (e.g., reallocate 10-15% of low-performing budgets to high-performing channels).

Data-Driven Insights

• Leverage analytics tools and platforms to provide actionable insights into media performance, audience behavior, and campaign effectiveness.
• Provide actionable insights based on data analysis to improve campaign effectiveness and guide strategic decisions.
• Frequency of insights shared with stakeholders (e.g., weekly/monthly/quarterly performance reports).
• Improvement in campaign performance metrics after implementing recommendations (e.g., 20% increase in CTR, 10% decrease in CPA).
• Turnaround time for delivering post-campaign analysis (e.g., within 5 business days of campaign completion).
• Number of actionable insights or recommendations implemented per quarter.

Optimization of Media Spend

• Identify opportunities to optimize media budgets by analyzing performance data and reallocating resources to high-performing channels or campaigns.
• Identify opportunities to optimize media spend and improve resource allocation across channels.
• Cost savings achieved through budget optimization (e.g., 10% reduction in wasted ad spend).
• Percentage increase in high-performing media investments (e.g., reallocating 20% of budget to top-performing channels).
• Improvement in overall campaign efficiency metrics (e.g., ROAS, CPA, conversion rates).

Advance Analytics & Reporting

• Develop dashboards, reports, and visualization tools that provide real-time insights to stakeholders, helping them make informed decisions.
• Ensure the seamless integration of data sources and development of centralized, real-time reporting dashboards for stakeholders.
• Percentage of data sources integrated into the analytics ecosystem (e.g., 100% integration of media platforms like Google, Facebook, programmatic tools, etc.).
• Time taken to create and roll out centralized dashboards (e.g., within 60-90 days of joining).
• Stakeholder satisfaction with reporting tools (e.g., measured via surveys, aiming for 90% satisfaction).

Testing & Experimentation

• Establish a culture of experimentation by running A/B tests, multivariate tests, and other data-driven experiments to enhance campaign performance.
• Create a systematic and repeatable testing and experimentation process across all media channels.
• Number of A/B tests or experiments conducted per quarter (e.g., 5-10 tests).
• Success rate of experiments leading to measurable improvement (e.g., 70% of experiments result in performance gains).
• Time taken to implement and analyze test results (e.g., within 30 days of test completion).

Monitoring Trends & Innovation

• Stay ahead of industry trends, emerging platforms, and technologies to identify new opportunities and ensure the company remains at the forefront of media innovation.
• Stay ahead of industry trends in media analytics, performance measurement, and martech innovation to maintain a competitive edge
• Number of new trends or tools/platforms tested and integrated into campaigns annually.
• Internal workshops or knowledge sharing sessions conducted for the internal media team and IOH

Key Performance Indicators (KPIs) Summary:

• Campaign ROI Improvement: Achieve a targeted increase in return on advertising spend (ROAS) across all media channels (e.g., 15% YOY growth)
• Media Efficiency: Increase the percentage of media spend allocated to high-performing channels (e.g., 80%+ spend aligned with top-performing platforms)
• Revenue Impact: Ensure media campaigns contribute directly to achieving revenue growth targets (e.g., X% of total revenue attributed to paid media efforts).
• Budget Utilization Efficiency: Ensure 95%+ adherence to planned media budgets, with minimal overspend
• Improvement in Campaign Metrics: Drive a 10–20% improvement in key campaign performance metrics (e.g., CTR, conversion rate, impressions)
• Reduction in Wasted Spend: Reallocate at least 10–15% of underperforming media spends to high-performing channels.

Skills:

• Media Analytics and Performance
• Testing and Experimentation
• Analytics Platforms and Tools
• Media Strategy and Optimization
• Team Leadership and Collaboration
• Strategic Thinking and Problem-Solving
• Industry Knowledge

Required Leadership Competencies:

• Leadership Competency
• Decision Making
• Change Management
• Communication and Storytelling (Data)
• Problem-Solving and critical thinking

Qualifications:

• Extensive experience working across multiple media channels, including digital (search, social, programmatic), traditional media, and emerging platforms
• 10+ years of experience in media performance, analytics, or related fields, with a demonstrated history of delivering measurable results in media optimization
• Experience in managing large media budgets and optimizing performance to maximize ROI
• Excellent communication and presentation skills for internal stakeholders and external partners
• Experience in industries with heavy focus on performance marketing, such as e-commerce, tech, or consumer goods
• Proficiency in media analytics tools such as Google Analytics, Adobe Analytics, or similar platforms
• Proven track record of leading and managing high-performing teams in analytics, performance marketing, or media strategy roles