VP, Business Planning & Analytics

About us

Jellyfish is a full service global digital agency, combining strategy, creative, data and media buying and planning expertise with technology under one integrated roof. With almost 2,000 Jellies across 38 offices worldwide, we are the unconventional global marketing partner of the future.

We understand both brand and activation. We ensure our clients reach, influence and connect with the right audiences and fans based on data that reveals the insights to deliver exceptional creative solutions across any platform. In short, we create and deliver culturally relevant creativity that cuts through the clutter and sets hearts (and feeds) on fire.

As part of the Brandtech Group we’re at the forefront of the deployment of GenAI tools across every aspect of what we do and in Pencil Pro we have the world’s No 1 generative AI platform, revolutionising the process of creative production, distribution and performance prediction.

We are seeking a VP, Business Planning & Analytics to serve as the executive lead for measurement, analytics, and business planning across one of Jellyfish’s largest global clients. This role is central to the client’s transformation agenda and will lead the end-to-end measurement framework that connects investment decisions to business outcomes.

This leader will own the architecture and operationalization of the full analytics ecosystem—

including MMM (via 3rd party), incrementality testing, performance reporting, forecasting,

scenario modeling, and business planning cadences. They will ensure that category-centric

investment strategies, media allocation decisions, and commerce optimizations are grounded in rigorous data and clear financial accountability.

The VP will serve as the connective tissue between Strategy, Investment, Commerce, Finance, and Client Leadership—translating complex analytics into actionable guidance that shapes annual planning, quarterly optimization, and in-flight investment decisions.

This role is both strategic and operational: setting the long-term measurement vision while building the processes, governance, and team capabilities required to execute with precision. The ideal candidate is a seasoned analytics and business planning leader with deep experience in MMM, cross-channel measurement, retail and commerce analytics, and large-scale transformation initiatives.

• Own and evolve the end-to-end measurement framework, ensuring alignment with the client’s growth transformation and category-driven investment model.

• Lead the integration of MMM, incrementality testing, platform data, retail signals, and commerce analytics into a unified performance narrative.

• Establish clear methodologies to develop and execute for baseline setting, incremental measurement, and business impact modeling across channels and categories.

• Ensure all investment decisions are grounded in measurable contribution to sales, profit, and long-term brand growth.

• Lead the business planning processes, connecting media and commerce investment to revenue forecasts, category goals, and financial targets.

• Build and maintain dynamic forecasting models and scenario planning frameworks to guide allocation decisions at defined cadences (daily, weekly, monthly, bi-annual).

• Translate analytics into clear investment guidance, identifying reallocation opportunities across channels (including retail media and Amazon) when measurement signals warrant change.

• Ensure media contribution and ROI are clearly understood and embedded into broader business planning.

• Operationalize category-level measurement frameworks that enable smarter allocation across product lines and growth priorities.

• Ensure alignment between media investment and retail/commercial realities, including competitive activity, promotional impact, and trade dynamics.

• Partner closely with Commerce and Retail Media teams to ensure Amazon and retail investment strategies are integrated within the broader measurement model.

• Design and implement a structured review cadence (daily, weekly,…