Measurement Director, EMEA - Nike

About Us 

IPG Mediabrands is the media and marketing solutions division of Interpublic Group (NYSE: IPG). Mediabrands manages approximately $40 billion in marketing investment globally on behalf of its clients and provides strategic services and solutions across its award-winning, full-service agency networks UM, Initiative and Mediahub and through its innovative marketing specialist companies Kinesso, Magna, Orion, Rapport and Mediabrands Content Studio. Mediabrands clients include many of the world’s most recognisable and iconic brands from a broad portfolio of industry sectors. The company employs more than 13,000 marketing experts in more than 130 countries, representing the full diversity of humanity. For more information, please visit our website: www.ipgmediabrands.com.

Role Description 

The Director of Measurement is a crucial leadership role within the Nike Initiative team, responsible for shaping and driving the measurement strategy across the EMEA region. This role involves aligning measurement practices with Nike's global and EMEA objectives, as well as IPG's global requirements. The Director will oversee the measurement infrastructure, collaborate with various Nike teams, and provide thought leadership on best-in-class measurement solutions. This role requires a strong understanding of marketing measurement, advanced modelling techniques, and excellent communication and collaboration skills. 

Key Responsibilities: 

Measurement Strategy & Vision: 

• Develop and execute the EMEA measurement strategy, aligning with Nike global/EMEA goals and IPG MB global/EMEA requirements. 

• Anticipate future data needs and proactively develop solutions to meet them. 

Infrastructure Management: 

• Oversee the design, maintenance, and quality of the EMEA measurement infrastructure (frameworks, channel measurement solutions, advanced modelling like MMM, Attribution & Incrementality testing). 

Data Enablement & Consultation: 

• Collaborate with Nike Initiative teams (Marketplace, CapEx, C-FOP & Strategy) to ensure they have the right measurement capabilities based on the campaign requirements. 

• Consult planners and strategists on the upfront measurement frameworks. 

Campaign Measurement Management: 

• Manage the implementation of measurement solutions (with CapEx specialist teams) linked to the campaign KPIs for each campaign. 

Proactive Measurement Exploration: 

• Proactive investigation and consultation into measurement solutions outside of platform and channel measurement (e.g., OOH tracking, footfall, attention). 

Thought Leadership: 

• With supporting CapEx team, provide thought leadership to Nike on best-in-class tech and tools. 

Client Interaction: 

• Serve as a key point of contact for Nike EMEA and Global teams regarding overarching measurement, alongside the Initiative CapEx leadership team. 

• Proactively communicate any changes in direction that could impact deliverables. 

Scoping and Documentation: 

• Translate client requirements (external/internal) into clear project scopes. 

• Maintain comprehensive documentation of measurement infrastructure, reporting solutions, and metric definitions. 

Team Leadership: 

• Provide clear direction and connect the team through collaborative projects. 

Desired Skills & Experience

• Proven experience in marketing measurement, analytics, and attribution. 

• Strong understanding of marketing mix modelling (MMM), attribution modelling, and incrementality testing. 

• Experience with various measurement platforms and technologies (in particular Google and Meta). 

• Excellent communication, collaboration, and client management skills. 

• Strong analytical and problem-solving skills. 

• Ability to translate complex measurement concepts into actionable insights.