About the Role
The Director of Media Analytics is responsible for implementing a standardized and repeatable portfolio-wide approach to media campaign measurement, analysis and optimization across Gap Inc.’s brands. Sitting within the broader Marketing Shared Services organization, this role is part of a new approach for Gap Inc. and will be tasked with overseeing the real-time analysis of media campaigns for each Gap Inc. brand. As the Director of Media Analytics, you will work closely with Gap Inc.’s Media Agency teams to oversee measurement and real-time optimization of media spend at a campaign level. This role will also play a key role in the progressive iteration of campaign optimizations based on continued learnings from prior campaigns. You will be responsible for leading a team of embedded resources dedicated to Media Analytics for each of Gap Inc.’s brand and will leverage this cross-portfolio view to continuously improve practices across the organization.This is a hybrid role located in our beautiful San Francisco hub office.
What You'll Do
Develop and implement standardized, repeatable framework for analyzing media campaign performance and actioning in-flight optimizations
Lead oversight of Media Agency teams in regards to real-time measurement and optimization of media spend on a campaign-by-campaign basis
Monitor sales activity and proxy metrics to ensure pacing to campaign goals and keep Finance, Brand, and Channel Leads apprised of major fluctuations
Conduct optimization analyses to guide in-channel tactical adjustments, including audience targeting, creative A/B tests, and other analyses based on brand priorities
Develop strategies to leverage multiple methodologies and goals to inform optimization approaches including outputs from marketing mix model, ROAS, and customer lifetime value; continue to evolve approach as Marketing Effectiveness team roles out net new capabilities
Act as key advisor to brand teams and channel leads, regularly surfacing findings and providing recommendations for improved media effectiveness
Manage a team of brand-aligned embedded resources to ensure performance analysis and optimization tactics are infused into brand vision, positioning and growth strategies
Develop a relationship with each of the Gap Inc. brand marketing leads to ensure their media analysis needs are being met and manage priorities
Support development of marketing KPIs tied to Sales and Commercial objectives
Provide actionable data to inform and justify full-funnel media strategy for Gap Inc.’s brands and create buy-in for full-funnel investment strategies from various stakeholders
Coordinate media analytics across the brands to improve portfolio-wide efficiency and effectiveness
Design measurement methodology for marketing testing initiatives including statistical significance thresholds to be leveraged by Agile Testing Pods
Who You Are
Established marketing experience with strong experience in Media Analytics
Demonstrated experience managing teams, with a proven track record of collaborative leadership, team building, and managing individual contributors
Experience measuring and optimizing real-time campaign performance at a brand or agency
Advanced knowledge of media analytics and optimization best practices across channels and throughout the marketing funnel
Experience in a highly complex, matrixed organization with a proven track record of working cross-functionally to drive change
Exceptional communication and interpersonal skills, with the ability to collaborate and drive consensus across multiple teams and functions
Change agent and motivator, with the ability to build bottoms-up teams and approaches, and foster positive culture change at Gap
Entrepreneurial spirit with the ability to work through ambiguity, transform enterprise-wide ways of working, and infuse strategic thinking across levels