6 days ago

Senior Manager Global Paid Media Effectiveness

ING Nederland

Amsterdam

6 days ago

Apply

ING's Global Brand, Marketing & Communications team is seeking a Senior Manager Global Paid Media Effectiveness to lead media measurement, analytics, and budget analysis across nine retail markets. This newly created role combines hands-on analytics with strategic project management, requiring 10+ years of experience in media effectiveness and strong expertise in marketing mix modeling, attribution, and incrementality testing.

RemoteFull-timeSeniorMarketing Mix ModelingAttribution Modeling

Senior Manager Global Paid Media Effectiveness

Apply

RemoteFull-timeSeniorMarketing Mix Modeling

Salary

Not specified

Work Location

Amsterdam, North Holland, Netherlands, NL

Work Model

Remote

Experience Required

10 years

Employment Type

Full-time

Experience Level

10+ years of professional experience in media effectiveness/ media analytics/ media performance measurement

Core Qualifications

Technical (Must-have)

Marketing Mix ModelingAttribution ModelingIncrementality TestingExperimentation FrameworksMedia AnalyticsPower BIGoogle AnalyticsAdobe AnalyticsLooker StudioCognosTealiumSalesforceHubSpotGDPRData Privacy

Soft Skills

Project ManagementStakeholder ManagementCommunicationCollaborationStrategic ThinkingLeadership

Preferred Qualifications

Technical (Nice-to-have)

BankingFinancial ServicesMedia Agency ExperienceSponsorship EffectivenessAI

Key Responsibilities

•Lead ING's global media measurement framework across marketing mix modelling, attribution and incrementality testing.
•Drive the new global marketing mix modelling program across ING's nine retail markets.
•Define and implement ING's global approach to attribution modelling, including multi-touch attribution.
•Create and deploy a scalable framework for incrementality testing across markets.
•Measure sponsorship effectiveness.
•Establish global KPIs, benchmarks, taxonomy standards, dashboards and campaign reporting across markets.
•Use business intelligence tools such as Power BI and analytics tools such as Google Analytics and Adobe Analytics to create transparency on paid media performance.
•Aggregate data and insights from local markets to identify global trends and optimization opportunities.
•Analyze media performance data to uncover insights and inform media investment decisions.
•Provide regular global performance reports and actionable recommendations to senior stakeholders.
•Create or improve methodology to define marketing budget per market.
•Provide guidance on how to divide marketing budget in markets across channels.
•Analyze and report actual marketing spend vs agreed budgets and channel split.
•Define, analyze and report cost per acquisition metrics across products and business lines.
•Improve the reporting of marketing spend in financial systems.
•Translate measurement learnings into practical budget guidance.
•Act as project manager on media effectiveness topics.
•Manage and engage key stakeholders: markets and business leaders.
•Transform complex paid media and measurement topics into clear language for senior business leaders.
•Work closely with media agencies and analytics partners.
•Connect the global paid media community across markets.
•Help build media effectiveness capabilities in the markets.
•Stay up to date on industry developments in media measurement, privacy, and AI-enabled analytics.

Paid MediaMedia EffectivenessMarketing AnalyticsMarketing Mix ModelingAttributionIncrementality TestingBankingGlobalSenior ManagerRemote

Core Qualifications

Technical (Must-have)

Soft Skills

Project ManagementStakeholder ManagementCommunicationCollaborationStrategic ThinkingLeadership

Key Responsibilities

•Lead ING's global media measurement framework across marketing mix modelling, attribution and incrementality testing.

•Drive the new global marketing mix modelling program across ING's nine retail markets.

•Define and implement ING's global approach to attribution modelling, including multi-touch attribution.

•Create and deploy a scalable framework for incrementality testing across markets.

•Measure sponsorship effectiveness.

•Establish global KPIs, benchmarks, taxonomy standards, dashboards and campaign reporting across markets.

•Use business intelligence tools such as Power BI and analytics tools such as Google Analytics and Adobe Analytics to create transparency on paid media performance.

•Aggregate data and insights from local markets to identify global trends and optimization opportunities.

•Analyze media performance data to uncover insights and inform media investment decisions.

•Provide regular global performance reports and actionable recommendations to senior stakeholders.

•Create or improve methodology to define marketing budget per market.

•Provide guidance on how to divide marketing budget in markets across channels.

•Analyze and report actual marketing spend vs agreed budgets and channel split.

•Define, analyze and report cost per acquisition metrics across products and business lines.

•Improve the reporting of marketing spend in financial systems.

•Translate measurement learnings into practical budget guidance.

•Act as project manager on media effectiveness topics.

•Manage and engage key stakeholders: markets and business leaders.

•Transform complex paid media and measurement topics into clear language for senior business leaders.

•Work closely with media agencies and analytics partners.

•Connect the global paid media community across markets.

•Help build media effectiveness capabilities in the markets.

•Stay up to date on industry developments in media measurement, privacy, and AI-enabled analytics.