Business Director, Applied Analytics

Job Title: Business Director, Applied Analytics

Department/Team: OPENMINDZEUR Above Market Team

Open Mind by WPP is an integrated agency model drawing on talent from across WPP. It has been created to accelerate the European transformation for Nestlé’s media function. Core to the solution is the advanced best data and technology capabilities, fueled by WPP’s investment in AI, to maximise the impact of Nestlé media investment.

Open Mind was recently awarded the ZEUR assignment for Nestle Europe. With 47 countries, +450 team members, and regular new product launches, the account is looking for a Business Director to provide strong analytics experience and leadership for in-scope Nestle categories. Being above market, the role offers plenty of variety, with an enjoyable balance between driving growth for brands, strategic consultancy and laying the framework for excellence, ensuring we’re delivering change at scale.

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

Open Mind by WPP is an integrated agency model drawing on talent from across WPP. It has been created to accelerate the European transformation for Nestlé’s media function. Core to the solution is the advanced best data and technology capabilities, fueled by WPP’s investment in AI, to maximise the impact of Nestlé media investment.

The Business Director, Applied Analytics role bridges the gap between Nestlé Category teams and analytics best practice. This position supports media investment teams as they set annual media budgets and optimise effective plans for their accounts. Responsibilities include developing a thorough understanding of media marketing measurement landscape and articulating complex concepts in a digestible way to clients and internal teams.

You will help raise the bar for analytics across ZEUR, working with some of the biggest brands on the planet and driving the education of the wider Local Market teams on your approach to ensure the same principles ring true across the region.

• Lead the creation of budget setting exercises at ZEUR and provide recommendations on diverse channel budget optimisation tools and methodologies to be applied centrally.
• Leverage Marketing Mix Models and Media best practice to achieve this goal.
• Leverage Nestlé Measurement Framework to understand the performance of each touchpoint (RDM, Search, TV, Online Video, others).
• Work with markets in Europe to calibrate Marketing Mix Model response curves into the agency media planning software.
• Lead the development of consolidated Marketing Mix Model analysis for Nestlé Category teams.
• Utilise statistical techniques to apply available FMCG benchmarks to complete missing information.
• Provide relevant inputs to Nestlé Zone Europe Media Principles and work with category to localise this guide.
• Integrate key media concepts into the narrative (reach, frequency, GRPs, carry‑over generation, multimedia measurement, brand‑demand generation).
• Collect relevant data assets from markets in cluster to localise sufficiency guidelines.
• Explain and train local cluster markets to use these concepts.

At WPP Media, we believe in the power of our culture and our people. It’s what elevates us to deliver exceptional experiences for both our clients and each other. In this role it will be critical to embrace WPP & WPP Media’s shared core values:

• Be Extraordinary by Leading Collectively to Inspire transformational Creativity
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• Create an Open environment by Balancing People and Client Experiences by Cultivating Trust
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• Lead Optimistically by Championing Growth and Development to Mobilise the Enterprise
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• Bachelor’s degree, preferably in Applied Math, Statistics, Economics, or Management (with heavily quantitative classwork).
• Experience in a highly analytic…