Associate Director, Applied Analytics
- Compensation
- Not disclosed
- Location
- London, United Kingdom
- Work setup
- Not specified
- Seniority
- Not specified
- Employment
- Not specified
- Experience
- Not specified
- Category
- Not specified
- Posted
Skills
Must have
- Educational Background: Strong analytical background, typically with a Bachelor’s degree in a quantitative field (Mathematics, Statistics, Economics, Data Science, or a business/marketing equivalent w
- Proven Experience: Experience in marketing effectiveness, media measurement, and advanced analytics, preferably with exposure to retail, FMCG, or subscription-based businesses.
- Test Design Expertise: Proven experience designing, executing, and evaluating matched-market testing, A/B testing, and regional media test-and-learn frameworks.
- First-Party Data Literacy: Experience working with large-scale first-party datasets, CRM/loyalty data (such as Clubcard/Dunnhumby), or Retail Media Networks is highly advantageous.
- Measurement Toolkit: Deep knowledge of marketing mix modelling (MMM), digital attribution, brand lift studies, and data clean room technologies.
- Technical & Tool Proficiency: Advanced Excel skills for data manipulation and analysis are required. Familiarity with data visualization tools (e.g., Tableau, PowerBI) is highly desirable. Experience
- Retail & Commercial Acumen: Strong understanding of retail economics, online-to-offline customer journeys, and commercial drivers.
- Communication: Exceptional communication and presentation skills, with a proven ability to translate complex statistical methodologies and data points into clear, commercial, and compelling narratives
- Data Privacy: Strong understanding of UK data governance, GDPR compliance, and privacy-safe data sharing practices (especially concerning first-party customer matching).
Full description
About WPP Media
WPP is the trusted growth partner for the world’s leading brands. With exceptional talent, trusted data and intelligence, and world-class partnerships – all united by our pioneering agentic marketing platform, WPP Open – we help clients navigate change, capture opportunity, and deliver transformational growth.
WPP Media is WPP's AI-driven media operating unit, bringing together media, data, and partnerships to deliver creative personalisation at scale. Connected through WPP Open and powered by Open Intelligence, clients see exactly where, how, and why their media investment is working.
For more information, visit wppmedia.com.
3186 - Associate Director, Applied Analytics - UK
The Analytics Associate Director, Tesco will play a pivotal role in the dedicated analytics team supporting the Tesco account.
Crucially, the Associate Director will champion the use of Tesco's rich first-party transactional and loyalty data to design, implement, and analyse rigorous test-and-learn frameworks (including matched-market testing and randomized control trials) to prove the incremental impact of marketing activity. This role requires a blend of hands-on analytical expertise, retail commercial acumen, client engagement, and mentorship of junior team members.
Client Leadership:
- Analytical Partnership: Act as the key analytical partner for Tesco, translating commercial and marketing briefs into actionable, data-driven measurement methodologies.
- Strategic Advisory: Lead dialogues with senior Tesco marketing stakeholders and internal agency planning teams, leveraging expert knowledge of retail trends, consumer behavior, and marketing effectiveness.
- Effectiveness Integration: Ensure that measurement, incremental testing, and business KPIs are integrated as core considerations at all stages of the media planning cycle, from strategy development through to activation.
Strategic Measurement & First-Party Data Delivery:
- Closed-Loop & Incremental Testing: Lead the design, implementation, and analysis of marketing tests (e.g., A/B testing, geo-matched market tests, and randomized control trials) leveraging Tesco’s first-party transactional and Clubcard data to isolate the true incremental lift of media channels.
- Measurement Frameworks: Lead the development of comprehensive campaign measurement and KPI frameworks, defining clear definitions of commercial success (such as ROI, CPA, brand health, and customer lifetime value).
- Methodology Recommendation: Recommend the most appropriate suite of measurement methodologies, combining predictive modeling (e.g., MMM), digital attribution, and first-party loyalty data matching.