Edgewell Personal Care · 6 hours ago
Senior Director, Media Analytics & Spend Optimization
New York, NY
Full-time
Hybrid
Director/Executive
$208K/yr - $312K/yr
15+ years expEdgewell Personal Care is a global team dedicated to creating innovative products that enhance everyday experiences. The Senior Director will lead the establishment of a best-in-class spend optimization program and build media analytics capabilities to influence media planning and buying across various categories.
Consumer GoodsHealth CareManufacturingSales
Responsibilities
Establish the Spend Optimization Capability & drive Impact
Build and own end-to-end media measurement framework, including Marketing Mix Modeling (MMM), incrementality testing, attribution, and lift studies
Define how media effectiveness is measured across brand, performance, retail media, and upper & lower funnel channels in partnership with the CMO Team, Category Teams and Media Agency
Drive media investment optimization, leading annual & in-year budget allocation, scenario planning, & ROI-driven reallocation across channels/ brands to balance near-term performance with long-term brand growth
Identify critical gaps and opportunities, and work with the brand leaders and the CMO organization to recommend ways to course-correct and optimize tactics in these ‘hot-spots’
Evaluate the performance of the overall Advertising and Consumer Promotion investment
Establish Advanced Analytics and Modeling
Oversee development & management of MMM, response curves, saturation thresholds, & diminishing returns
Explore, experiment, pilot and deploy AI-enabled forecasting and optimization and forecasting
Ensure insights are actionable, timely, and embedded into planning cycles, not retrospective
Predict future consumer behaviors like purchase intent, potential churn rates, lifetime value etc
Build Precision Marketing Capability
Create Audience Targeting and Segmentation by leveraging multiple data sources, behavior and preferences, including the purchasing history of cohorts
Drive Personalization, including tailoring communications to meet specific consumer needs
Customer Journey Mapping: analyze data at various touchpoints across the customer journey & identify patterns on how customers react
Build Media Analytics
Lead Learning Agendas in line with business requirements. These involve test & Learns, Pilots, A/B testing etc. Undertake pilots & scale-up on AI and GenAI in relation to media analytics
Partner with the CMO / AOR team to effectively build the CRM capability, by adopting best practices and undertake relevant test & learns. Activate pockets of growth
Propensity Modeling: Predict granular pockets of growth (e.g., geographies, demo/psycho groups) and prioritize based on segment size, propensity to purchase our brands, and ability to reach audiences
Build single platform that brings together Media, Personalization/ Content, Audience and Measurement
Evaluate creative quality and drivers to Creative Excellence by category by undertaking agile experimentation and driving hypothesis driven testing
Establish single-source-of-truth dashboards linking spend, reach, outcomes, ROI etc
Qualification
Required
15+ years' experience in Media Analytics, Spend Optimization and CRM, preferably in CPG industry
Deep knowledge of Market Mix Modeling, spend optimization and media analytics is essential
Familiarity with retail media networks, closed-loop measurement and exposure to AI/ML-driven optimization and advanced forecasting is preferable
Demonstrates ability to influence cross-functional and upper management to impact decision-making
Willingness to “have an opinion” backed up by insight and analytics and the confidence to influence key stakeholders
Outstanding communication skills
Ability to think analytically to understand complex or ambiguous problems or issues and communicate solutions/conclusions clearly and concisely
Experience partnering with agencies, platforms (Google, Meta, Amazon), and martech/adtech ecosystems
A Bachelor's degree is required
Preferred
Post-graduate degree or equivalent in Market Research, Mathematics, Social Sciences or Statistics
Benefits
Participation in an incentive program linked to performance
Company
Edgewell Personal Care
Edgewell Personal Care manufactures and markets a diversified range of personal care products.
5001-10000 employees
Funding
Current Stage
Public CompanyTotal Funding
unknown2015-07-01IPO
Leadership Team
Rod Little
President & Chief Executive Officer
Jessica Spence
President of Edgewell Personal Care’s North America Business
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