Regional Measurement and Insights Lead - Emerging Markets

Regional Measurement and Insights Lead – Emerging Markets

Location: London, England, United Kingdom

Seniority level: Mid‑Senior level

Employment type: Full‑time

Job function: Other;
Industries: Advertising Services

WPP is the creative transformation company. We use the power of creativity to build better futures for our people, planet, clients and communities. For more information, visit

WPP Media is WPP’s global media collective. In a world where media is everywhere and in everything, we bring the best platform, people, and partners together to create limitless opportunities for growth. For more information, visit

Essence Mediacom is a new breed of media agency. Grounded in analytics & insights and powered by data & technology, we believe in the power of media and creative to drive breakthroughs for the world’s best brands. We help clients understand the modern marketing paradox and discover the breakthroughs brands need to win with their consumers. We are designed for the new communications economy—built on data & technology, built for people & algorithms, built around diverse schools of thought, built to test & learn at scale, and, crucially, built to evolve.

Adidas is a leading sports brand, operated centrally from London supporting a series of regional hubs. The Emerging Markets hub covers Southeast Asia, Australia + New Zealand (PAC), India, MENA, Israel, Turkey, Ukraine, Kazakhstan and South Africa. The regional clients are based in South Africa and India.

Emerging Markets offers diversity of countries, cultures, challenges, sports, media maturity and trends. The region is an engine of growth for the business and is poised for expansion as affluent younger urban audiences grow and 2026 brings the biggest World Cup, with many teams from Africa, Asia and Oceania.

Essence Mediacom is responsible for all media planning and buying for this client globally. Additionally, the Emerging Market Client Hub Team has responsibility for Marketing Insights reporting, working with partners like Kantar to organise and analyse brand health metrics, and communicate this to clients and agency teams across the region.

As measurement lead you will be the regional expert in measurement, providing direction and support to colleagues and clients. You will also ensure that, in this nascent region, best practice needs to be defined, delivered and policed.

• Work closely with Brand Health and Share of Search partners to create a quarterly Brand Health Tracker that looks at trends across the two and identifies factors that influence shifts in brand metrics.
• Define and implement a measurement framework across the region.
• Implement and police an insights‑based approach to reporting.
• Locally tailor and implement a region‑specific learning agenda program.
• Set best practice and assist with test design and measurement.
• Aggregate learning into the global test and learn library, and disseminate shared learnings across the markets.
• Assist in the design, data collection, interpretation and application of MMM data.
• Be the thought‑leader in measurement topics, inspiring local teams in the latest developments in measurement thinking.
• Provide assistance with measurement challenges in‑market.
• Support the development of automated reporting and analysis tools.

• Proficient in MMM and its potential applications—understand the mechanics, practical application, strengths and limitations.
• Strong analytical capabilities and a solid understanding of statistics and data‑driven insights generation (e.g., statistical significance, confidence intervals, weighted averages).
• Intermediate Excel data analysis skills—pivots, VLOOKUPs, SUMIFs, charting, macros (preferred but not critical).
• PowerPoint—standard document creation and ability to link Excel to PPT to speed up document creation.
• Database analytical skills—experience in Power
  
  BI or similar would be useful.
• Test & Learn—identify opportunities for projects aligned to the overall Adidas media planning approach, scope projects and support markets with…