Associate Director, Analytics

WPP is the trusted growth partner for the world’s leading brands. With exceptional talent, trusted data and intelligence, and world-class partnerships – all united by ourpioneeringagentic marketing platform, WPP Open – we help clients navigate change, capture opportunity, and deliver transformational growth.

WPP Media is WPP's AI-driven media operating unit, bringing together media, data, and partnerships to deliver creative personalisation nected through WPP Open and powered by Open Intelligence, clients see exactly where, how, and why their media investment is working.

This role involves working as a key individual contributor with a leading global entertainment client, NBCUniversal, to leverage their vast data assets and enhance the performance of their entertainment marketing campaigns and media strategy. We are seeking an Associate Director to join our Analytics & Insights team, reporting into the SVP Analytics Lead based in Los Angeles. This role will collaborate closely with an integrated advanced analytics team based in the US (LA, NYC & CHI), with work being delivered to international markets across EMEA & LATAM.

The team focuses on sophisticated media effectiveness measurement and modelling, applying techniques such as incrementality studies (MMT), econometrics (MMM), and predictive modelling. For entertainment marketing, this means moving beyond typical direct response metrics to understand how reach, engagement, and media platforms in general influence critical metrics such as opening weekend box office. Analytics in this sector uniquely addresses complex audience journeys, the cultural impact of campaigns, and the intricate interplay between media exposure and content consumption.

• Demonstrate a strong understanding of NBCUniversal's entertainment marketing plans and media campaign objectives to build comprehensive, data driven recommendations for the media planning stakeholders.
• Collaborate closely with local market teams and WPP Media account teams to refine analytical questions and interrogate diverse data sources for actionable insights.
• Engage across the business to support and contribute to analytics projects and processes, with a particular focus on incrementality studies (MMTs) for NBCUniversal.
• Lead the analysis and delivery of clear, robust, and insightful campaign reviews, with a specific focus on the outcomes of incrementality studies (MMT). Translate complex data into narrative-driven insights and actionable recommendations for local market media teams, presenting findings and engaging in effective dialogue with local stakeholders.
• Contribute to the identification, implementation, and refinement of innovative measurement tools and cohesive frameworks, especially for MMTs, tailored for entertainment marketing to address NBCUniversal's core Marketing KPIs.
• Apply and facilitate the application of advanced modelling techniques for entertainment marketing challenges. Collaborate with the wider WPP Analytics team and the US-based dedicated NBCU advanced analytics team to share and adopt best practices across all advanced analytical initiatives.
• Act as a trusted advisor for local market teams and clients, providing guidance on analytical approaches and helping navigate complex requirements or challenging situations.
• Collaborate with Data Engineering and Data Strategy teams to assess the readiness and quality of media data for advanced analytics modelling, ensuring data can be effectively ope rationalised.
  
  Note:
  
  You will assess data readiness and quality, but not be responsible for data onboarding, which remains with the Data Engineering team.
• Collaborate with Data Strategy to evaluate future data partnerships that could provide beneficial proxies for movie‑going signals, which can then be linked to a geographic data spine to enrich analytical insights for NBCUniversal.
• Liaise with the Data Science team to facilitate the design and build‑out of matched market selection for incrementality studies. Act as the primary facilitator for managing these with…