Analyze and present performance reports/optimization opportunities including ROI model monthly outputs, trends, deep dives etc; forecasts & scenario planning; micro KPI optimization (e.g. Google Analytics, MikMak, Social Influencer Engagement, Creative deep dives, etc) [*note - beginning and EOY LOMs will have more lean in from E2E strategist given connectivity]
Develop and own KPI mapping documents by brand x campaign (in collaboration with E2E strategist) to ensure 'create' and 'convert' demand KPIs (macro and micro) are aligned according to campaign performance objectives
Maintain outcomes framework for BU/category to ensure all analysis being done is tying back and pacing towards core brand power, ROI/revenue, and Commerce KPI goals (ensure working with Commerce Analytics specialist lead[s] to integrate into broader performance reads)
Integrate topline Commerce reporting from Tier 1 retailers into Monthly LOMs and reporting, ensure this person is the expert in high level integration of all create and convert demand channel analysis (e.g. National, Tier 1 Commerce, Trad Search)
Meet regularly with relevant JBP measurement leads & measurement vendors in market to provide proper POV and support for client/brand teams (e.g. Meta, Amazon, NBC but also measurement vendors such as Measured, Rockerbox)
Work directly with partners (JBP, Networks, Retailers) to share out Quarterly indexed ROI numbers and work with them (in collaboration with planning/investment/E2E) on optimization
Lead test-and-learn design along with DMMC and internal E2E strategists and planning/activation leads. Performance Analytics lead should be driving the KPI setting, benchmarking and design overall, ensuring the strategists feedback on tie back to comms/activation approach
Lead connection with restructured 'Data Tech' team to ensure UTMs, naming convention, API and data management all delivering on upstream needs (*note - not hands on keyboard but ensuring that client/analyst needs are heard and implemented properly)
Develop media optimization and strategy recommendations to deliver on brand/ecommerce goals, inclusive of recommended channels (ecomm/OMNI and reach-based media), directional allocation of investments, and any associated tactical considerations in order to deliver on retail-specific objectives. E2E strategist responsible for the tactical strategy, comms, journey and audience approach but the data and learnings driving that should come from performance analyst
Collaborate with E2E strategist on audience development (throughout the funnel), maximizing 1st party data usage, and partner level allocations (through forecasting work, analysis and recommendation)
Project manage the details ensuring work is organized, communicated to the right parties, deadlines are achieved by driving process steps forward, and meetings are set up as needed