AVP, Digital & Social Media

• Own media performance measurement frameworks across all paid acquisition channels
• Define KPI hierarchies, performance thresholds, and escalation rules
• Lead the always‑on testing roadmap across audiences, creatives, journeys, and funnels
• Own attribution logic including MTA, MMM inputs, and incrementality testing frameworks
• Translate performance and measurement signals into clear scale, pause, or stop decisions
• Govern tagging standards, UTM frameworks, and measurement quality across platforms
• Act as the internal authority for performance governance and measurement credibility within the Media & Performance CoE
• Own testing prioritisation frameworks, including learning documentation, go / no‑go criteria, and decision closure
• Ensure attribution and measurement approaches are consistently applied and well governed
• This role does not focus on media execution, campaign trafficking, or standalone analytics production; its mandate is performance governance, optimisation decisioning, and measurement integrityQualifications

• Bachelor’s degree in Marketing, Data, Analytics, Statistics, or related discipline
• Professional certifications in analytics, attribution, or platform measurement preferred
• 8–12 years’ experience in media performance, analytics, or measurement roles
• Strong experience managing cross channel performance frameworks and attribution modelsExperience

• Proven ability to translate data into executive level decisions and recommendations
• Experience working with BI, data, and analytics teams in complex environments
• Banking, fintech, or highly regulated sector experience preferred