Associate Director, Analytics

2416 - NBCU | Universal Entertainment | Associate Director, Analytics - Global Client Solutions

Role Summary and Impact

This role involves working as a key individual contributor with a leading global entertainment client, NBCUniversal, to leverage their vast data assets and enhance the performance of their entertainment marketing campaigns and media strategy. We are seeking an Associate Director to join our Analytics & Insights team, reporting into the SVP Analytics Lead based in Los Angeles. This role will collaborate closely with an integrated advanced analytics team based in the US (LA, NYC & CHI), with work being delivered to international markets across EMEA & LATAM.

The team focuses on sophisticated media effectiveness measurement and modelling, applying techniques such as incrementality studies (MMT), econometrics (MMM), and predictive modelling. For entertainment marketing, this means moving beyond typical direct response metrics to understand how reach, engagement, and media platforms in general influence critical metrics such as opening weekend box office. Analytics in this sector uniquely addresses complex audience journeys, the cultural impact of campaigns, and the intricate interplay between media exposure and content consumption.

Key responsibilities

• Demonstrate a strong understanding of NBCUniversal's entertainment marketing plans and media campaign objectives to build comprehensive, data driven recommendations for the media planning stakeholders.
• Collaborate closely with local market teams and WPP Media account teams to refine analytical questions and interrogate diverse data sources for actionable insights.
• Engage across the business to support and contribute to analytics projects and processes, with a particular focus on incrementality studies (MMTs) for NBCUniversal.
• Lead the analysis and delivery of clear, robust, and insightful campaign reviews, with a specific focus on the outcomes of incrementality studies (MMT). Translate complex data into narrative-driven insights and actionable recommendations for local market media teams, presenting findings and engaging in effective dialogue with local stakeholders.
• Contribute to the identification, implementation, and refinement of innovative measurement tools and cohesive frameworks, especially for MMTs, tailored for entertainment marketing to address NBCUniversal's core Marketing KPIs.
• Apply and facilitate the application of advanced modelling techniques for entertainment marketing challenges. Collaborate with the wider WPP Analytics team and the US-based dedicated NBCU advanced analytics team to share and adopt best practices across all advanced analytical initiatives.
• Act as a trusted advisor for local market teams and clients, providing guidance on analytical approaches and helping navigate complex requirements or challenging situations.
• Collaborate with Data Engineering and Data Strategy teams to assess the readiness and quality of media data for advanced analytics modelling, ensuring data can be effectively operationalised. (Note: You will assess data readiness and quality, but not be responsible for data onboarding, which remains with the Data Engineering team.)
• Collaborate with Data Strategy to evaluate future data partnerships that could provide beneficial proxies for movie-going signals, which can then be linked to a geographic data spine to enrich analytical insights for NBCUniversal.
• Liaise with the Data Science team to facilitate the design and build-out of matched market selection for incrementality studies. Act as the primary facilitator for managing these with local markets and providing feedback to the Data Science team regarding any potential platform compatibility issues or data challenges.
• Help local markets integrate the learnings and analysis from incrementality studies and matched market tests into their best practices for future campaigns.

Skills & Experience

• Proven experience in managing complex analytical projects, including planning, progress tracking, and providing clear communication with stakeholders, ideally supported by a degree from a top-tier university, minimum 2:1 (preferably numerical).
• Empathetic and considerate of your collaborators’ and clients’ positions and feelings, able to use this understanding to help find positive ways forward.
• Established and professional communication, presentation, and motivational skills, with an excellent ability to present data in a visually engaging and insightful manner that cuts through the noise.
• Strong knowledge of entertainment media data and incremental measurement, including both brand building and direct response campaigns for various entertainment properties.
• Robust understanding of what data points can be collected and analysed in a digital entertainment campaign, and how each data point should be analysed to derive meaningful insights into audience behaviour and content impact.
• Proficiency programming in Python or ‘R’, although hands-on programming will not make up the bulk of your role.
• Knowledge of data structures and familiarity with SQL.
• Knowledge of statistical modelling such as linear regression and Markov chains.
• Working in Jupyter Notebooks on platforms such as SageMaker, Collab or Domino.
• Proficiency with cloud computing such as GCP, AWS or Azure; including tools such as BigQuery or Athena.
• An understanding of machine learning techniques, principally implementing supervised models on structured data.

Life at WPP Media & Benefits

Our passion for shaping the next era of media is powered by our commitment to Be Extraordinary, investing in our employees to inspire transformational creativity. We also Lead Optimistically, firmly believing in and Championing Growth and Development for every individual. This commitment allows WPP Media employees to leverage the extensive global WPP Media & WPP networks to pursue their passions, build vital professional connections, and learn at the cutting edge of marketing and advertising. 

We Create an Open environment built on trust and respect, where everyone feels they belong and has opportunities to progress. This inclusive culture is fostered through a variety of employee resource groups and frequent in-office events showcasing team wins, sharing thought leadership, and celebrating holidays and milestone events. Our comprehensive benefits package reflects this commitment, including competitive medical, group retirement plans, vision, and dental insurance, significant paid time off, preferential partner discounts, and employee mental health awareness days. 

WPP Media is an equal opportunity employer and considers applicants for all positions without discrimination or regard to characteristics. We believe the best work happens when we're together, fostering creativity, collaboration, and connection in this open and supportive environment. That's why we’ve adopted a hybrid approach, with teams in the office around four days a week. If you require accommodations or flexibility, please discuss this with the hiring team during the interview process.  Please note that while our philosophy is the same across WPP, benefits may vary by office/country.

Please note this is a UK based role and requires individuals to have the right to work in this location

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While we appreciate all applications received, only those candidates selected for an interview will be contacted. 

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