Executive Director, Performance Experimentation

About the Role:

 

At OMD, we create what’s next and experimentation is how we turn innovation into performance.

We’re looking for an Executive Director to architect, embed, and accelerate cross-market test-and-learn initiatives for OMD’s centrally activated EMEA clients. This role will connect structured testing, automation at scale, and actionable measurement to power better media decisions and sharper business outcomes across our platform based media investments.

You’ll work at the intersection of media, data, and technology, ensuring OMD and our clients stay ahead in an increasingly AI-driven ecosystem. Partnering closely with Strategy, Planning, Analytics, and Performance teams, you’ll build frameworks that democratise insight, scale learning velocity, and drive continual improvement across every market.

 

Key Responsibilities

· Define and lead the experimentation agenda for OMD EMEA’s largest clients, developing frameworks that align to business priorities, platform evolution, and growth KPIs.

· Design test architectures spanning A/B, automation pilots, geo-based holdouts, and incrementality studies that evolve experimentation from one-off projects to an always-on performance discipline (mainly Search, Social, Programmatic, Amazon and retail media).

· Operationalise hub-to-market enablement, building the processes, playbooks, and governance models that ensure consistency, rigour, and adoption across regions.

· Develop experimentation systems and tools, from hypothesis libraries and knowledge hubs to dashboards that visualise results and track learning velocity.

· Integrate with OMD’s automation and AI roadmaps, partnering with Product and Activation teams to evaluate new tools, algorithms, and buying systems through structured testing.

· Align experimentation design with OMD’s performance media framework, connecting growth, audience, and measurement dimensions into testable hypotheses.

· Collaborate with measurement and analytics experts to link test outcomes to real business value by embedding learnings into OMD’s performance planning and measurement ecosystem.

· Develop team capability in experimentation and data-driven decision-making, raising the measurement fluency and confidence of the organisation.

· Connect disciplines and markets, embedding shared experimentation processes that drive cross-functional collaboration and innovation.

 

Skills & Experience

· Proven experience leading multi-market or cross-channel experimentation programmes within a global agency, client, or technology environment.

· Deep understanding of testing methodologies (A/B, multivariate, geo-testing, holdouts, incrementality, brand lift) and how to apply them across channels.

· Strong grounding in media effectiveness and performance measurement (MMM, MTA, uplift tests) — ideally with experience using GA4, Meta Lift, DV360 etc

· Demonstrated ability to operationalise test-and-learn programmes, building repeatable systems, templates, and dashboards that scale across regions.

· Hands-on experience in at least two digital channels (Search, Social, Programmatic, or Commerce Media).

· Collaborative leader who thrives in complex, matrixed environments and can translate analytics into actionable marketing strategies.

· Proficiency with analytical platforms (SQL, Power BI, Looker Studio, R/Python) a strong plus.

 

About the Agency:

 

At OMD EMEA, we strive to deliver on our promise of ‘better decisions, faster‘ for our clients, partners and all 6,000+ OMDers across our region every day. As part of the world’s largest media network, our business is staging experiences for consumers who have more choice and less attention than ever before. The key to the process is empathy. Empathy to see the world through the eyes of the consumer, to recognise the needs of our clients and to identify aspirations of our talent.

Learn Fast, Act Fast. To help navigate the road to a ‘new normal’, learning from, and acting upon data signals at scale and speed is crucial. Visit Why OMD? to learn more about our unique Act Fast Framework.

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