OPENMIND Job Title: Performance Analytics DirectorClient: Nespresso Reports to: Global Performance Lead ABOUTOPENMIND OpenMind by WPP is an integrated agency model drawing ontalent from across WPP. It has been created to accelerate thetransformation for Nestlé’s media function. Core to the solution isthe advanced best data and technology capabilities, fueled by WPP’sinvestment in AI, to maximize the impact of Nestlé mediainvestment. ROLE PURPOSE The Performance Analytics Director is acritical role within the Global Performance Team, responsible forleading clients in the development and implementation ofcutting-edge analytics strategies, with a strong emphasis on GoogleAnalytics 4 (GA4) principles, advanced attribution modeling, robustdata pipeline construction, and incrementality analysis. Thisindividual will be the subject matter expert in these areas,driving data-driven decision-making and maximizing the impact ofmedia investments. THE ROLE The Performance Analytics Director willcollaborate closely with the Global Performance Lead, regionalperformance teams, the Ad Tech Director, Performance Solutionsteam, and client stakeholders. This role demands a deep andpractical understanding of GA4, advanced attribution methodologies,data engineering principles, and incrementality testing frameworks.The ideal candidate will be a proactive problem-solver withexceptional analytical and communication skills, and a passion fordriving measurable business outcomes through sophisticatedanalytics. OPENMIND RESPONSIBILITIES: 1. Lead the development andimplementation of GA4 strategies for clients, ensuring accurate andcomprehensive data collection. 2. Design and implement advancedattribution models to accurately measure the impact of marketingchannels and optimize media investments. 3. Lead the building andmaintenance of robust data pipelines to collect, transform, andload data from various sources into a centralized data warehouse(e.g., BigQuery). 4. Design and execute incrementality tests tomeasure the true incremental impact of marketing activities andinform budget allocation decisions. 5. Develop and maintaincompelling and actionable dashboards and reports to communicate keyinsights and performance trends to stakeholders. 6. Identifyopportunities to optimize marketing campaigns and improve ROI basedon data analysis and insights. 7. Provide technical leadership andguidance to the analytics team, ensuring the adoption of bestpractices and the use of cutting-edge technologies. 8. Collaboratewith the media buying teams to develop and implement mediaoptimization strategies based on predictive analytics and machinelearning models. KNOWLEDGE & ABILITIES: 1. Possesses deepexpertise in Google Analytics 4 (GA4), including advancedconfiguration, event tracking, custom dimensions/metrics, andreporting API. 2. Has proven experience in developing andimplementing advanced attribution models (e.g., data-drivenattribution, algorithmic attribution, marketing mix modeling) toaccurately measure the impact of marketing channels. 3.Demonstrates a strong understanding of data engineering principlesand experience building and maintaining robust data pipelines usingtools like Google Cloud Platform (e.g., BigQuery), or similartechnologies. 4. Exhibits expertise in designing and executingincrementality tests (e.g., geo-experiments) to measure the trueincremental impact of marketing activities. 5. Shows proficiency indata visualization tools like Looker, PowerBI, or similar, tocreate compelling and actionable dashboards and reports. 6.Maintains a strong understanding of statistical concepts andtechniques relevant to marketing analytics (e.g., regressionanalysis, hypothesis testing, A/B testing). 7. Is familiar with AdTech platforms (Google Ads, DV360, CM360, SA360, MicrosoftAdvertising, Meta Business Suite, Amazon DSP & Advertising) andtheir integration with GA4 and other data sources. 8. Demonstratesstrong project management skills, with the ability to managemultiple complex projects simultaneously and prioritizeeffectively. 9. Possesses excellent written and verbalcommunication and presentation skills, with the ability to explaincomplex analytical concepts to both technical and non-technicalaudiences. 10. Has experience working in a matrixed organizationand navigating complex stakeholder relationships. PERFORMANCEMEASURES: 1. Successful implementation of GA4 strategies andadvanced attribution models. 2. Development and maintenance ofrobust data pipelines. 3. Accurate measurement of the incrementalimpact of marketing activities. 4. Development of compelling andactionable dashboards and reports. 5. Improved marketingperformance and ROI. 6. Client satisfaction and retention. 7.Innovation and thought leadership. 8. Team development andcollaboration. 9. Contribution to agency profitability.J-18808-Ljbffr
