Own and drive marketing experiments across ATL and 1:1 channels, applying robust design and power calculations to inform decisions.

• Design and deliver marketing experiments, selecting the most appropriate methodology based on the question, data and constraints
• Lead experimentation across ATL activity (e.g. geo-tests, pre-post analysis, synthetic controls, brand lift studies)
• Design test-and-control approaches for 1:1 activity (e.g. email, app and internet banking), including holdout and fallow groups
• Conduct MDE and power calculations to assess feasibility, sample sizes and test duration
• Monitor in-flight tests and resolve issues in collaboration with marketing, media and data teams
• Analyse results with statistical rigour, isolating true incremental impact
• Produce clear written experiment read-outs and present findings with actionable recommendations
• Where relevant, triangulate results with other measurement approaches such as MMM, MTA or platform uplift studies
• Share learnings to improve future test design and decision-making