General information

Agency: Initiative

Job Function: Data & Analytics

Location: Chicago, United States

Job Ref#: 14611

Description & Requirements

Position Summary

As 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 Team, 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

  • Lead communication with client as it relates to performance improvement
  • Provide recommendations to drive greater efficiency and results for clients across digital channels
  • Create executive level summaries and progress updates and impact reports providing actionable insights on media performance and optimizations
  • Establish test & learn data opportunities and hypotheses to improve performance
  • Provide thought leadership to media best practices, data partners, audience segmentation, research vendor POVs, selection and RFPs, as appropriate
  • 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 gain the best ROAS possible 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
  • Identify and drive incremental scope development, leveraging IPG audience assets and tools
  • Contribute to the profitability of primary accounts, and involvement of SBU 
New Business
  • Contributor to new business as required
  • 20% Client
  • 60% Internal
  • 20% Commercial
Key Performance Indicators (KPI’s): 
  • Improved optimization tactics across all digital channels
  • Improved performance against core business objectives
  • Strong feedback from client teams on management of clients’ Performance Media
  • Clear & actionable frameworks for how we engage with SBU partners (search, social, programmatic)
  • Increase in SBU media spend from improved performance against KPIs
  • Increase in AMP and Acxiom data usage
  • Improved standardization in media approach and best practices across accounts
  • Contributor to SBU revenue growth (client base)
  • Contributor to organic revenue growth (client base)

Desired Skills & Experience

  • 7+ years in digital media planning, execution & management 
  • 4+ years in demand gen channels (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 Martech, Ad tech and self-service platforms available in the marketplace
  • Ability to interpret data into meaningful insights for clients on a regular basis – daily, weekly, monthly
  • Has a strong understanding of the entire media ecosystem, with the ability to bring forward-thinking, strategic insights on how we evolve as an agency
  • Experience in managing multiple clients, and teams 
  • 4+ years of experience in managing or leading a team
  • Ability to delegate and oversee direct reports 
  • Excellent written, verbal communication and presentation skills
  • Strong time-management and organizational skills

Wage and Benefits

We offer a Total Rewards package that includes medical and dental coverage, 401(k) plans, flex spending, life insurance, disability, employee discount program, employee stock purchase program and paid family benefits to support you and your family. To give you the ability to better meet your personal needs, and in support of your physical and emotional well-being, you will receive discretionary time off days and company-wide Appreciation Weeks and Wellness Days.

We also offer a competitive Total Compensation package, including a competitive salary and eligibility for an annual discretionary incentive award or a relevant incentive award.

The salary range for this position is $145,000 to $175,000.  Where an employee or prospective employee is paid within this range will depend on, among other factors, actual ranges for current/former employees in the subject position, market considerations, budgetary considerations, tenure and standing with the Company (applicable to current employees), as well as the employee’s/applicant’s skill set, level of experience, and qualifications.  

Minimum Salary


Maximum Salary


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

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.