Develop and lead a structured testing strategy for paid media, ensuring experiments provide insights into incrementality, efficiency, and channel optimisation. * Stay ahead of emerging trends in marketing measurement and experimentation, ensuring our testing framework evolves with industry advancements. Testing Roadmap & Knowledge Management * Develop a prioritised testing roadmap, aligned with marketing objectives, budget cycles, and innovation needs. * Expertise in marketing measurement and experimentation, with hands-on experience in incrementality testing, causal inference, and media analytics. * Strong knowledge of A/B testing, Lift Studies, regression modelling, and advanced measurement techniques.
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