Media Measurement Director

The Coca-Cola Company • Atlanta, GA

1d

About The Position

Role Purpose The Director, Media Measurement is responsible for developing and managing the frameworks, tools, and processes that measure the effectiveness of Coca-Cola NAOU’s media and marketing campaigns. In this role, you will ensure that we have a 360° view of marketing performance – from individual channel metrics to overall business impact – and that these insights feed back into planning for continuous improvement. You will lead efforts to track and evaluate how our media investments (across TV, digital, social, retail media, etc.) are driving results such as brand awareness, consumer engagement, and sales lift. This includes owning key measurement programs like marketing mix modeling, multi-touch attribution, brand health tracking, and in-market testing in partnership with our Insights team and external vendors. You will work closely with the Media and IMX teams to embed measurement into campaign design and to interpret results post-campaign, ensuring learnings are applied. Leading a team of analysts and measurement specialists, you’ll champion a test-and-learn approach and the use of data to guide media strategy, ultimately helping the company maximize ROI and make informed investment decisions grounded in evidence.

Requirements

• Education: Bachelor’s degree in Marketing, Business, Statistics, or related field required. An MBA or Master’s in Marketing Analytics, Data Science, or a similar discipline is beneficial but not mandatory. A strong analytical foundation is essential, whether obtained through formal education or on-the-job experience with marketing data.
• Experience: 10+ years of experience in marketing analytics, media research, or advertising effectiveness measurement. This could include roles at media agencies, research firms, or client-side analytics teams where you’ve been responsible for evaluating campaign performance and guiding marketing strategy with data. Specific experience designing and interpreting marketing mix models and/or multi-touch attribution studies is highly desired; familiarity with working with vendors like Nielsen, Analytic Partners, or attribution software providers is a plus. Hands-on experience with digital marketing analytics (such as Google Analytics, social media analytics, ad platform metrics) and understanding of traditional media measurement (GRPs, reach/frequency, etc.) is required. Experience in the consumer packaged goods (CPG) industry or multi-brand environments is a plus, especially if you have dealt with linking marketing to sales outcomes (e.g., via Nielsen/IRI sales data or similar).
• Media & Analytics Expertise: Deep knowledge of how various marketing channels are measured and the strengths/weaknesses of each measurement approach. For example, understanding of TV measurement (Nielsen ratings, Marketing Mix Modeling for sales impact), digital measurement (click-through rates, conversion tracking, viewability, attribution models), social media metrics (engagement rates, sentiment), and emerging channels (influencer marketing, retail media networks). Strong proficiency with analytical techniques like regression analysis, experimental design, and significance testing in the context of marketing. Ability to work with statistical results and translate them (e.g., interpreting an MMM’s output of elasticities or an attribution model’s credit assignment). Comfortable with the tools of the trade: advanced Excel, and at least familiarity with data analysis languages (R, Python) or statistical tools for reviewing model output. Experience with data visualization and dashboard tools (Tableau, Power BI) to create performance dashboards.
• Strategic Insight & Business Acumen: Ability to see the forest for the trees when analyzing marketing performance. You can connect metrics to broader business objectives – for instance, how improving a click-through rate or brand consideration metric ultimately ties to revenue. Strong sense of marketing strategy and consumer behavior, enabling you to hypothesize why a campaign did or didn’t work (was it the messaging? the channel mix? the frequency?) and probe the data accordingly. You keep up with marketing trends (like the deprecation of cookies or growth of retail media) that affect measurement and know how to adjust strategies to handle these changes (e.g., more focus on market mix models as third-party cookie data wanes). Can advise on budget setting by providing scenario analyses or leveraging historical data. Essentially, you think like a marketer when using data, not just like a researcher.
• Collaboration & Communication: Excellent collaboration skills with the ability to work across different teams (media, brand, finance, research) and levels of the organization. Experience facilitating discussions and workshops around campaign results and next steps. Strong communication skills are a must – you should be adept at creating clear, succinct presentations that tell a performance story, and confident in explaining technical concepts in plain language. Experience presenting to senior marketing leaders; able to handle challenging questions about methodology or results and respond in a clear, non-defensive manner. Diplomacy and stakeholder management are important – you will sometimes be the messenger of tough news (e.g., a beloved campaign underperformed) and need to do so constructively, maintaining trust and focusing on solutions. Conversely, you celebrate successes with data.
• Project management skills to manage multiple measurement efforts simultaneously and ensure timely delivery of reports and insights.
• Leadership & Team Management: Proven ability to lead and develop a team of analysts or specialists. Experience setting a vision or roadmap for a function (such as improving an organization’s measurement capabilities over time) and executing against it. As a leader, you are organized, prioritize well, and delegate effectively, but also willing to dive into details to coach team members on analysis or troubleshoot issues. You encourage curiosity and a learning mindset on your team – keeping them motivated to find insights, not just report numbers. A strong sense of ownership and accountability, ensuring the integrity and accuracy of any analysis that comes from your team. Comfortable working in a fast-paced environment, adapting to changing priorities (for example, pivoting to analyze an unexpected event or opportunity in the market).
• Innovation & Continuous Improvement: A passion for staying current with and advancing the state of marketing measurement. Familiarity with industry frameworks (e.g., ability to discuss terms like Marketing Mix Modeling, Brand Lift studies, ROI, ROAS, LTV, etc., with authority). Active interest in new measurement methodologies or tools (for example, Google Analytics 4, Facebook Conversion Lift, advanced testing platforms, etc.). Perhaps participation in industry forums or communities around marketing effectiveness (e.g., ARF, MMA) to keep skills fresh. You consistently seek ways to improve the speed, granularity, and actionability of insights – whether through process tweaks, new data sources, or new partnerships. Notably, you have a test-and-learn mentality: always asking “what if we try this?” and ready to iterate. Lastly, an understanding of data privacy and ethical considerations in measurement (ensuring compliance with policies and respectful use of consumer data) is essential as you innovate in this space.

Responsibilities

• Establish Comprehensive Media Measurement Frameworks: Develop a unified approach to measuring media effectiveness across all channels and campaigns. This means defining key performance indicators (KPIs) and success metrics for campaigns (e.g., reach, frequency, impressions, clicks, conversions, brand lift, ROAS, incremental sales) and ensuring each campaign has a measurement plan in place upfront. Lead the ongoing refinement of our “full-funnel” measurement framework, which links upper-funnel brand metrics to lower-funnel sales outcomes. Oversee major measurement initiatives like Universal Media Measurement (UMM) or similar, which may blend multiple techniques (MMM, attribution, experiments) to get a holistic read on performance. Ensure that for every significant marketing initiative, we can answer “Did it work? By how much? And why?” using data.
• Lead Marketing Mix Modeling & Attribution Efforts: Partner with analytics resources (internal or external) to manage the marketing mix modeling program, which provides strategic guidance on media investments. Oversee the scoping of MMM studies, data collection, and review of results, translating the findings into clear implications (e.g., optimal spend levels or channel reallocations). Similarly, guide efforts on multi-touch attribution for digital campaigns to understand the customer journey and the contribution of each touchpoint. Balance the two approaches – MMM for long-term, omni-channel insight and attribution for granular, near-term analysis – and reconcile any differences in their findings for stakeholders. Regularly present MMM and attribution learnings to Media and IMX leadership, highlighting opportunities to improve media mix effectiveness and efficiency. Manage relationships with external vendors or agencies providing these analytics, ensuring we leverage their expertise and tools effectively.
• Develop In-Campaign and Post-Campaign Measurement Processes: Implement processes and tools for real-time and retrospective analysis of campaign performance. For in-flight campaigns, ensure dashboards or reporting are in place to monitor pacing and interim results (e.g., weekly digital metrics, social sentiment, etc.), enabling mid-course adjustments when needed. After campaigns conclude, lead robust post-campaign analyses: consolidate data from various sources (media delivery data, sales lift analyses, brand surveys) to evaluate against benchmarks and objectives. Run post-program reviews with cross-functional teams to discuss what worked and what didn’t, supported by data. Champion the documentation of learnings and best practices, building a repository of case studies. Over time, create a feedback loop where past results inform future campaign planning (for example, maintaining a “learning agenda” with experiments to run, and ensuring results are fed into the next annual planning cycle).
• Collaborate with Media & Marketing Teams for Decision Support: Act as a key partner to the NAOU Media Director(s) and IMX leads in using data to inform investments. Attend media strategy meetings and planning sessions to provide input on setting up measurement (e.g., control groups, test markets) and to inject historical findings. When media plans are being finalized, work with Finance and Media to project expected outcomes (using modeling or benchmarks) to set realistic performance targets. Post-campaign, join discussions with brand and IMX teams to explain results: for instance, helping interpret a drop in TV ad ROI or an unexpectedly strong performance of a social campaign, and exploring the causes (creative, targeting, timing, etc.). By being embedded in these conversations, ensure that the complexity of measurement is translated into clear insights for decision makers. Additionally, help prioritize which marketing initiatives warrant deeper analysis versus those that can be evaluated with lighter metrics, focusing resources where they’ll drive the most value.
• Advance Tools & Technology for Measurement: Identify and implement the right tools and platforms to support efficient measurement and reporting. Evaluate current measurement toolsets – such as web analytics platforms, ad analytics dashboards, survey-based brand trackers, and data visualization platforms – and highlight gaps or inefficiencies. Drive the adoption of new measurement technologies (for example, experimenting with advanced analytics platforms, cloud-based attribution tools, or partnerships for retail sales data integration) to enhance our capabilities. Work with IT/Tech and MarTech teams to ensure data from different sources (ad platforms, research studies, CRM, sales) can be integrated or compared to derive insights. For example, ensure that we can tie media delivery to outcomes by connecting impression data with downstream conversion or sales data in privacy-compliant ways (using clean rooms or aggregated approaches as needed). Advocate for any data infrastructure improvements needed to get faster or more granular readouts (such as near real-time dashboards for key brand metrics). Essentially, be the product owner for “marketing performance measurement” tools – specifying requirements and guiding development or procurement of solutions that meet the NAOU marketing needs.
• Drive Test & Learn Culture and Innovation: Promote a culture of experimentation in marketing by leading structured test-and-learn programs. Work with the Media and IMX teams to design experiments (A/B tests, geo holdouts, incrementality tests) that can isolate the impact of certain tactics (e.g., what is the lift from adding an extra week of radio support, or the incremental benefit of a YouTube influencer layer). Ensure tests are statistically sound and that we measure not just if something worked, but also the size of the impact. Help teams formulate hypotheses and learning agendas in areas like new media channels, creative strategies, or targeting approaches – and then execute measurement to confirm or refute those hypotheses. Additionally, stay abreast of new industry standards and research (for example, evolving standards for viewability or cross-platform measurement) and bring innovative ideas for how we measure media. Network with external partners (industry bodies, other advertisers, agency partners) to keep our measurement practices “best in class” and forward-looking. Evaluate emerging techniques (like using machine learning to optimize allocation continuously, or advanced marketing mix simulation tools) and pilot them where appropriate to continually improve how we gauge success.
• Report and Evangelize Performance Insights: Take responsibility for compiling and communicating marketing performance results to broader stakeholders and leadership. Produce regular reports or scorecards that provide a clear line-of-sight from spend to outcome, such as quarterly media performance summaries or an annual “marketing effectiveness” review. In these reports, tell the story of ROI and effectiveness: highlight which campaigns and channels are winners, which underperformed, and why (with data to support). Connect marketing metrics to business outcomes – e.g., how a specific campaign contributed to incremental volume or how improving a brand health metric correlates with sales. Present these insights to marketing leadership and occasionally to cross-functional or executive forums, positioning the narrative in a way that champions fact-based decision making. Be an evangelist for the value of measurement: show how data-driven adjustments have improved results over time, celebrate wins from optimizations, and underscore the importance of continued investment in analytics. Also, be candid about limitations or data gaps, setting realistic expectations about what is known vs. estimated. The goal is to build confidence in marketing investments by providing transparency and accountability through measurement.

What This Job Offers

• Job Type: Full-time
• Career Level: Mid Level