Media & Analytics Lead, APAC & ME

The position holder will be responsible for the development and advancement of media effectiveness, marketing measurement, analytics, and governance capabilities across APAC & Middle East. This is a newly created role tasked to drive media excellence, strengthening marketing accountability, and enabling data-driven decision-making through media execution excellence, robust measurement frameworks, performance analytics, and media governance practices. The incumbent will partner closely with regional and country marketing teams, eCommerce, Finance, IT, Global Marketing Excellence (GMEO), and external agencies to optimize media investments, enhance marketing effectiveness, and accelerate business growth. This position is reporting to VP Marketing, APAC & ME.

Major Responsibilities

Media Strategy & Planning Excellence

• Develop and lead the regional media strategy and media excellence roadmap aligned with business priorities, consumer insights, market dynamics, and growth objectives.
• Establish and maintain regional media planning frameworks covering target audience architecture (TAA), audience segmentation, reach and frequency benchmarks, channel mix optimization, and full-funnel investment principles.
• Partner with eCommerce and digital teams to ensure alignment between brand-building and performance media strategies.
• Create and govern media planning standards, agency briefing templates, campaign governance processes, and best practices across APAC & ME.
• Partner with country teams to localize and execute media strategies while ensuring consistency with regional frameworks.
• Drive new media strategies (across traditional and digital) and adoption of best practices to drive business impact across the funnel

Marketing Measurement & Analytics

• Develop and manage the regional marketing measurement framework, including:

  • Full-funnel attribution

  • Marketing Mix Modelling (MMM)

  • Campaign effectiveness measurement

  • Brand and performance media evaluation

  • Marketing ROI analysis

• Build and maintain regional marketing performance dashboards covering spend, campaign performance, brand performance, channel effectiveness, and funnel metrics.
• Establish KPI definitions, governance standards, and data taxonomy to ensure consistency across markets.
• Lead post-campaign evaluations and provide actionable recommendations to improve future marketing investments.
• Produce monthly, quarterly, and annual business performance reviews for regional leadership.

Media Governance & Investment Optimization

• Own regional A&P media governance processes, ensuring transparency, accountability, and optimization of media investments.
• Partner with Finance to develop integrated marketing investment tracking and ROI measurement frameworks.
• Monitor media spend effectiveness across brands, channels, markets, and campaign objectives.
• Support budget allocation decisions through data-driven performance insights and scenario planning.

Marketing Technology & Data Management

• Partner with IT, GMEO, and external vendors on the development and execution of the regional MarTech and AdTech roadmap.
• Drive integration of media, ecommerce, CRM, and analytics data sources to create a holistic marketing measurement ecosystem.
• Ensure data quality, accuracy, and governance standards across all marketing reporting platforms.
• Support the adoption of advanced analytics and AI-enabled capabilities to improve marketing decision-making and insight generation.

Agency & Stakeholder Management

• Manage relationships with regional media, analytics, and technology agency partners.
• Lead agency selection, onboarding, performance evaluation, and continuous improvement initiatives.
• Conduct regular agency business reviews and monitor performance against established KPIs.
• Serve as the key regional point of contact with GMEO on media, analytics, measurement, and capability-building initiatives.
• Influence and partner with regional and country marketing leaders to drive adoption of media and analytics best practices.

Capability Building & Thought Leadership

• Establish media and analytics best practices and COE across APAC & ME.
• Drive capability development initiatives for regional and country marketing teams through training, coaching, and knowledge-sharing programs.
• Promote a culture of performance measurement, accountability, and data-driven decision-making in a collaborative fashion.
• Continuously identify emerging trends, technologies, and industry best practices to strengthen organizational capabilities.

Education 

• Bachelor's Degree in Marketing, Business, Statistics, Analytics, Data Science, Economics, or related field

• Master's Degree or MBA is an advantage

Experience Requirements

• 10+ years of experience in media, traditional and digital marketing, marketing analytics, or customer analytics
• At least 3-5 years in a people management or leadership role
• Experience managing regional or multi-market media campaigns (incl nuances in China, Korea, Japan)
• Experience in shaping strategy and executing campaigns
• Strong background in both online and offline media channels
• Experience working with media agencies and digital advertising platforms
• Proven experience managing media budgets and optimizing ROI
• Experience in retail, consumer goods, fashion, travel, luxury, or e-commerce industries preferred

Mobility/Travel

• Occasional travel may be required

Computer Skills/ Technical Competencies

• Paid Media Management (Google, Meta, TikTok, LinkedIn, Programmatic)
• Customer Analytics and Insights
• Marketing Performance Measurement
• Attribution Modeling
• Data Visualization and Reporting
• Audience Segmentation
• Marketing Mix Modeling (MMM)
• Media Effectiveness Analysis
• Budget Forecasting and Optimization
• Hands-on knowledge of Google Analytics, Google Ads, Meta Ads Manager, Tableau/Power BI, CRM Platforms (Salesforce, HubSpot)

Language

• Fluency in English written and spoken