Role Overview
We are seeking a commercially minded digital measurement leader to establish how MarTech performance, adoption, data quality and business value are defined, governed and reported.
The role creates common measurement standards, validates tracking and KPI definitions, governs attribution and experimentation approaches, and provides leadership with a clear view of platform value, delivery outcomes, risks and improvement priorities across brands, channels and markets.
The ideal candidate combines strong digital analytics expertise with governance discipline and executive communication. This is not a dashboard-production role or the sole owner of channel performance. It sets the measurement system, challenges evidence quality and ensures decisions are based on consistent, explainable metrics.
Role Mandate
- Establish a single, trusted framework for measuring MarTech adoption, operational performance, campaign enablement and business impact.
- Create consistent KPI, attribution, experimentation and reporting standards across brands, channels and markets.
- Ensure measurement is designed into MarTech initiatives from the start, with clear baselines, ownership and validation.
- Turn performance evidence into decisions on investment, optimisation, remediation and roadmap priorities.
Key Responsibilities
- Measurement Strategy & KPI Governance
- Define the MarTech measurement framework, linking platform capabilities and initiatives to adoption, operational, customer and commercial outcomes.
- Create a governed KPI dictionary covering definitions, formulas, source systems, scope, exclusions, cadence and accountable owners.
- Align short- and long-term measurement views and document where metrics are directional, attributable or constrained.
- Review new initiatives to confirm objectives, baselines, instrumentation, targets and evaluation methods before launch.
- Tracking & Data Quality Assurance
- Partner with MarTech Operations and Analytics to define measurement requirements for web, app, CRM and activation platforms.
- Establish validation controls for event coverage, conversion definitions, identity handling, campaign metadata and source reconciliation.
- Maintain a measurement-issue register, quantify business/reporting impact and drive accountable remediation.
- Provide governance sign-off on material changes to KPI definitions, tracking specifications or reporting logic.
- Attribution, Incrementality & Experimentation
- Develop and govern fit-for-purpose attribution approaches, clearly documenting assumptions, limitations and intended use.
- Define testing standards for holdouts, A/B tests, pilots and incrementality measurement in partnership with Analytics and channel teams.
- Ensure results distinguish observed performance from proven incremental impact and are interpreted consistently.
- Translate attribution and test learning into recommendations for roadmap, campaign design and investment allocation.
- Executive Reporting & Value Realisation
- Build and govern concise dashboards and scorecards showing platform adoption, reliability, delivery, efficiency, customer outcomes and commercial impact.
- Create benefits-realisation views that connect approved business cases to delivered capability, usage and measurable outcomes.
- Provide leadership reporting that clearly states performance, variance, confidence level, risks, decisions required and accountable owners.
- Prevent duplicate or conflicting reporting by certifying agreed sources and metric definitions.
- Governance Forums, Standards & Controls
- Establish recurring performance and governance reviews with clear inputs, decisions, actions and escalation paths.
- Define standards for campaign naming, taxonomy, metadata, measurement plans, dashboard ownership and reporting change control.
- Maintain governance documentation, decision logs, exceptions and remediation commitments.
- Partner with Privacy, Security and Data Governance teams to ensure measurement practices follow applicable policies and consent requirements.
- Optimisation & Portfolio Insight
- Identify underused capabilities, weak adoption, duplicated tooling, measurement gaps and low-value processes.
- Prioritise recommendations based on business impact, evidence strength, effort, dependency and risk.
- Track whether agreed optimisation actions deliver the intended operational or commercial outcome.
- Support investment and renewal decisions with transparent performance and usage evidence.
- Stakeholder & Vendor Management
- Act as the independent measurement and governance partner for MarTech, CRM, Loyalty, Performance Marketing, Ecommerce and Analytics.
- Challenge ambiguous claims, inconsistent definitions and unsupported benefit statements constructively.
- Manage vendor reporting expectations and ensure externally supplied results are transparent, reconcilable and decision-ready.
Key Stakeholders
- Internal: MarTech, CRM, Loyalty, Performance Marketing, Ecommerce, Analytics/Data Science, Finance, Product, Engineering, Data Governance, Privacy, Security and brand/market leadership.
- External: MarTech and analytics platform providers, media/measurement partners, systems integrators, auditors and specialist agencies.
Qualifications & Experience
- 5-7+ years in digital analytics, marketing measurement, MarTech performance, marketing effectiveness, business intelligence or a related field.
- Demonstrated experience defining KPI frameworks, validating measurement, building executive reporting and translating analysis into decisions.
- Practical experience with attribution, experimentation or incrementality methods and the ability to explain their limitations.
- Experience operating in complex, multi-brand, multi-channel or multi-market environments is preferred.
- Bachelor’s degree in analytics, statistics, economics, marketing, business, information systems or a related discipline; advanced qualification is advantageous.
Technical & Functional Skills
- Strong digital analytics and measurement knowledge; GA4 and related analytics/reporting platforms are relevant examples.
- Ability to create KPI dictionaries, measurement plans, data-quality controls, attribution frameworks and benefits-realisation scorecards.
- Working understanding of campaign taxonomies, tracking architecture, customer identity, consent and data lineage.
- Strong dashboard and data-storytelling capability using BI or visualisation tools.
- Working knowledge of SQL or analytical data interrogation is advantageous.
- Commercial acumen, structured problem-solving and the ability to present complex evidence clearly to senior leadership.
- Leadership Capabilities & Behaviors
- Independent and evidence-led, with the confidence to challenge unsupported conclusions.
- Balances analytical rigor with practical decision-making and business urgency.
- Creates clarity through common definitions, transparent assumptions and documented ownership.
- Focuses reporting on decisions and actions, not volume of metrics.
- Builds alignment across teams without weakening governance standards.
Success in This Role Looks Like
Outcome area
Evidence of success
Trust
Leadership and delivery teams use common, documented definitions and certified sources for MarTech reporting.
Measurement quality
Initiatives launch with clear baselines, instrumentation, evaluation methods and accountable metric owners.
Decision support
Dashboards and reviews surface variance, risk, value and decisions required in a concise and actionable format.
Value realisation
MarTech investment is connected to capability delivery, adoption and measurable operational, customer or commercial outcomes.
Governance
Attribution, experimentation, taxonomy and reporting changes follow defined standards, with exceptions and actions tracked.
Role Boundaries & Interfaces
This role owns measurement standards, performance governance and value-realisation reporting. Analytics/Data Science remains accountable for specialist modelling and analysis; Finance owns financial control and approved financial reporting; channel teams own execution and channel outcomes; MarTech Operations owns platform reliability. This role ensures those outputs are comparable, explainable and decision ready.
Note for candidates: You should be able to move from tracking detail to executive narrative, challenge weak evidence diplomatically and create governance that improves decisions rather than adding bureaucracy.
