Responsibilities

• Media measurement and framework design: The team should be able to translate business and media objectives into a practical sufficiency scorecard, including consistent KPIs, scoring logic, weightings, benchmarks, and thresholds across Reach, Continuity, seasonality, and ROI/MMM.
• Competitive intelligence and growth analysis: The team should be able to source and synthesize competitive media investment data, conduct Share of Market and Share of Voice analysis, and assess the relationship between competitive pressure, brand ambition, and required investment. This analysis should help determine whether current spend levels are sufficient to defend share, gain share, or support broader growth objectives.
• Analytical rigor and investment guidance: The team should be comfortable working with performance data, MMM outputs, historical spend, competitive benchmarks, and market-level inputs to validate the scoring methodology, account for diminishing returns and local-market differences, and translate findings into actionable recommendations on spend levels, channel mix, flighting, and seasonal investment.
• Stakeholder alignment and market enablement: The team should be able to manage UM and EM approvals, facilitate decisions on metrics and thresholds, communicate the framework clearly, train local-market teams, and provide ongoing support to embed the framework into existing planning processes.