Media Insights Manager

INTRODUCTION At Burberry, we believe creativity opens spaces. Our purpose is to unlock the power of imagination to push boundaries and open new possibilities for our people, our customers and our communities. This is the core belief that has guided Burberry since it was founded in 1856 and is central to how we operate as a company today.  We aim to provide an environment for creative minds from different backgrounds to thrive, bringing a wide range of skills and experiences to everything we do.

As a purposeful, values-driven brand, we are committed to being a force for good in the world as well, creating the next generation of sustainable luxury for customers, driving industry change and championing our communities.

JOB PURPOSEOwn the measurement framework that powers Burberry’s Media decision-making. Lead the strategic and tactical layers of measurement, including MMM, attribution, audience insight and the omnichannel experimentation programme. Translate data into the actions that drive investment decisions. Set the methodology, standards and tools that the wider Media Planning, Media Partnerships & Media Operations teams operate with and build a strong culture of evidence-based decision-making across all Media.

RESPONSIBILITIES Measurement Strategy & Framework Own the end-to-end media measurement framework spanning strategic, tactical and operational layers, ensuring media decisions at every level are grounded in consistent methodology

Define the brand and commercial KPI hierarchy, ensuring every media channel and campaign is measured against the right metric

Set the principles for triangulating between MMM, attribution and experimentation

Continuously evolve the framework as platforms, signals and measurement techniques change. Particularly in response to privacy, signal loss and AI-driven measurement innovation

Develop, plan and manage the holistic media measurement testing roadmap by partnering with Media Operations and Planning teams

Create, update and lead the media taxonomy framework and strategy for the purposes of media insights, MMM, ad trafficking, media data tracking and management

Ownership and management of all media related data, linking with full business resultsMMM & Strategic Measurement Lead the relationship with Burberry’s in-house MMM team; overseeing the brief, model inputs, validation and readout

Translate MMM outputs into clear investment recommendations for Media and Finance Build the calibration loop between MMM and in-channel measurement, ensuring the two views of performance reconcile and inform each other

Brand Health & Audience Measurement Build and report on actionable media insights measuring long-term brand equity and short-term omnichannel revenue derived from competitive intelligence, media planning and performance data Partner with the Insights team and external brand tracker provider on Brand Health Tracker methodology, sample design and outputs

Develop the link between brand metrics (awareness, consideration, brand heat, equity) and media activity, so brand media investment can be enhanced

Lead media audience and customer journey insight that informs Media Planning briefs and Channel strategy

Attribution & Tactical Measurement Set the attribution methodology used across digital media channels and define the rules for how attribution outputs and MMM are read together

Provide regional and channel-level performance benchmarking that informs Media Plan calibration through the year Establish clear measurement requirements for every campaign brief in partnership with the Media Planning and Media Operations teams

Validation & Experimentation Oversee the experimentation programme, including geo tests, incrementality studies, conversion lift and brand lift research

Design tests with statistical rigour, define readout criteria up front, and maintain a learnings library that compounds over time

Use experimentation to validate omnichannel media investment decisions and to recalibrate measurement models

Increase scope of KPIs used within the business, such as LTV, CAC, ROMICross-Functional Collaboration Partner with the Media Planning Manager and Digital Media Planning Manager, providing the measurement inputs that drive planning decisions and the readouts that close the loop

Work alongside the Senior Manager, Media Operations and the channel experts (SEO, Paid Search / Affiliate / Programmatic, Paid Social) to ensure measurement requirements are built into activation from the outset

Coordinate with Media…