General information

Agency: Initiative

Job Function: Data & Analytics

Location: New York, United States

Job Ref#: 5718

Description & Requirements

Position Summary

As Associate Director, Performance Acceleration, your role entails building, scaling and elevating a holistic approach to campaign execution and measurement across all channels, and supporting the team managing all deliverables for these clients. Within Performance Acceleration, you will drive the use of analytics to make short-term and long-term investment decisions and align with all teams to ensure that best practices are being followed, and optimization tactics align to each KPI. With coordination from your team and all other crafts, you will take the lead reviewing media plans and make suggestions based on audience segmentation, optimizations and budget shifts based on performance. You will be a thought leader in how to improve the way we work as an agency with all partners – internal and external.

Key Responsibilities

 

Client 

  • Development of client-specific measurement plans, and translatmeasurement frameworks into performance KPIs, aligning activation to the measurement plan
  • Responsible for providing actionable insights on media performance and optimizations to drive greater efficiency and results for clients across digital channels
  • Serve as the Initiative “voice” on weekly performance results calls with the UPS clients
  • Establish test & learn data opportunities and hypotheses to improve performance Internal
    • Align closely with the Programmatic, Social and Digital teams who will be implementing the plans and buys 
    • Collaborate with teams to deploy audience first, data driven media planning and execution
    • Monitor campaigns on a daily/weekly/ monthly basis providing optimization feedback to activation teams, trouble-shooting errors and ultimately maximizing performance 
    • Perform analysis on the Media mix rationale, budget distribution, forecasting and phasing of targets 
    • Oversight of trading on a weekly, monthly, quarterly basis to drive the biggest impact with the investment 
Drive audience 
1st and data driven marketing solutions across digital planning and ensure campaigns are managed in a manner to facilitate robust measurement and data hygiene 
  • Develop cohesive digital cross-channel recommendations and plans (search, social and programmatic) 
  • Facilitate tagging strategies and accurate tracking for conversion and remarketing
  • Leverage and incorporate into plans IPG audience assets and capabilities such as Acxiom and AMP data solutions and services
  • Work with client CRM, DMP teams for audience segmentation strategy and audience activation
  • Interpret data delivered by the analytics and reporting team on a regular basis for optimization and recommendations
  • Oversight of operations strategy – tagging, ad-tech tool recommendation and tech stack utilization 
Support the end-to-end performance process 
  • Identify opportunities to create efficiencies between all teams and evolve internal processes to enable dynamic and agile delivery of campaigns
  • Manage reporting and analytic requirements along with reporting cadence – working closely with Analytics to develop weekly, monthly and quarterly insight presentations
  • Detect overlaps and duplicative audiences and inventory across digital channels and partners to optimize digital recommendations
  • Collaborate with global counterpoints to establish Global best practices for Performance from the NY Hub 
Commercial 
  • Contribute to the profitability of primary accounts, and involvement of SBU New Business 
  • Contributor to new business as required 
Prioritization:
  • 30% Client
  • 60% Internal
  • 10% Commercial
 
Key Performance Indicators (KPI’s): 
  • Client:
    • Improved optimization tactics across all digital channels
    • Improved performance against core business objectives
    • Strong feedback from client teams on management of clients’ Performance Media
  • Internal:
    • Streamlined media plans with SBU partners (search, social, programmatic)
    • Increase in SBU media spend from improved performance against KPIs
    • Improved standardization in media approach and best practices across accounts

  • Commercial:
    • Contributor to SBU revenue growth (client base)
    • Contributor to organic revenue growth (client base)

Desired Skills & Experience

  • Bachelor degree in related field or equivalent experience
  • 5+ years in digital media planning and execution (preferably in search, social, or programmatic)
  • Proven ability to make holistic, cross-channel recommendations and optimizations – from both a strategic/birds eye view to a technical implementation
  • Experience in building audience based and performance based media plans using outcomes and KPIs to determine digital partner and channel splits
  • Have a strong knowledge of digital marketing technologies, including: DSP, DMP, Ad Server, Ad Verification and Site Analytics
  • Ability to interpret data into meaningful insights for clients on a regular basis – daily, weekly, monthly
  • 2+ years of experience in managing multiple clients, and teams
  • 1+ years of experience in managing or developing staff
  • Ability to delegate and oversee direct reports
  • Excellent written, verbal communication and presentation skills
  • Strong time-management and organizational skills
  • Required PC proficiency and solid working knowledge of Microsoft Office (MS Word, Excel, PowerPoint, etc.)
  • Proven problem solving ability
  • Ability to work successfully within a team, handling multiple projects and meeting tight deadlines under pressure

Employment Transparency

It is the policy of Mediabrands, division of the Interpublic group, to provide equal employment opportunities to all employees and applicants for employment without regard to race, color, ethnicity, gender, age, religion, creed, national origin, sexual orientation, gender identity, marital status, citizenship, genetic information, veteran status, disability, or any other basis prohibited by applicable federal, state, or local law. 

Please note this job description is not designed to cover or contain a comprehensive listing of activities, duties, or responsibilities that are required of the employee for this job. Duties, responsibilities, and activities may change at any time with or without notice. 

The employer will make reasonable accommodations in compliance with the American with Disabilities Act of 1990. The job description will be reviewed periodically as duties and responsibilities change with business necessity. Essential and other job functions are subject to modification. Reasonable accommodations may be provided to enable individuals with disabilities to perform the essential functions.  

For applicants to jobs in the United States: In compliance with the current Americans with Disabilities Act and state and local laws, if you have a disability and would like to request an accommodation to apply for a position with Mediabrands, please email accommodation@mbww.com

About Us

Initiative is different to other media agencies.
We are not trapped by a legacy structure primarily centered on paid advertising. Instead, we are liberated by a new world structure designed to deliver highly differentiated and highly effective communications strategies for our clients.
We are the world’s fastest growing media agency built upon the strongest strategic capability of any agency in the market. Core to this strategic proposition is the belief that the faster a brand can move through culture the more relevant it can become.
We call this Cultural Velocity ™.
Our process is designed to create ideas that move through culture through unique insight, market leading analytics and strategic media brilliance.
Our new world model is comprised of “craft centers” – Client Advice and Management, Strategy, Communications Design, Partnership and Culture, Insights & Analytics.