Director of Measurement; Nike Account

Nike EMEA runs two kinds of activity that are too often measured in isolation: brand-building work that creates demand, and performance activity that captures it. This role exists to close that gap. The Director of Measurement owns a single, connected view of how media is working, from awareness and consideration through to traffic, conversion and revenue, and turns it into a narrative that Nike and the agency can act on every month, not just at the end of a campaign.

You will be the person in the room who can explain what happened, why, and what we should do differently next, in language that works equally well with a brand director, a performance lead, a data scientist and a procurement stakeholder.

You'll sit within Initiative's Nike EMEA Cap Ex team and be part of Omnicom Media's wider analytics and data science community, with access to its measurement tooling, cloud data platforms, training and a global network of analysts to draw on.

• Build a deep understanding of Nike's media, marketing and commercial objectives and translate them into comprehensive measurement and testing plans that account teams can plan against.
• Own the EMEA measurement framework linking brand metrics (awareness, consideration, brand strength) with business outcomes (traffic, conversion, revenue, member growth) across Demand Creation and Demand Capture activity.
• Bring new methods, tools and techniques into the account from the wider Omnicom analytics community, and own their roll‑out across markets.

• Produce a regular, integrated performance story for Nike explains the effect of each campaign and the full‑funnel effect of investment and where the next incremental gain sits.
• Lead clear, robust and thought‑provoking campaign reviews with actionable recommendations, showing both the agency team and the client how to improve effectiveness.
• Reconcile MMM, attribution, lift studies and brand tracking into a single point of view.
• Translate findings into prioritised recommendations on budget, channel mix, flighting

• Own the test‑and‑learn agenda: brand and conversion lift studies, matched‑market and geo experiments, holdouts and creative testing, with a shared learning roadmap agreed with Nike.
• Develop expert knowledge of platform testing and targeting capabilities (Meta, Google, Amazon, Tik Tok and others) and act as the consultative lead on how they are used.
• Establish the cadence: monthly performance reviews, quarterly deep‑dives, annual planning inputs, that keeps insight feeding back into planning and activation.
• Define the triggers, thresholds and evidence standards that performance‑linked and agile investment models depend on.

• Build trusted relationships with senior Nike marketing, analytics, media, operating as a credible day‑to‑day strategic partner and aligning on data sources, definitions and a single source of truth.
• Partner with strategy, planning, digital activation, search/programmatic and creator teams so measurement shapes the plan.
• Work with data engineering teams to set automation strategies, integrate new data sources and tools, and reduce manual reporting effort across markets.
• Set common measurement standards across EMEA.

• Coordinate third‑party measurement vendors (MMM, attribution, brand tracking, clean rooms), including assessment, contracts and SOWs, and value‑for‑money.
• Contribute to new business and extension pitches, developing the data and measurement propositions that demonstrate Omnicom Media's capabilities.

• Lead, mentor and develop a team of analysts and measurement specialists…