Associate Director, Applied Analytics
Core
Lead the design, implementation, and analysis of rigorous test-and-learn frameworks (matched-market testing, RCTs) to prove the incremental impact of marketing activity for Tesco using first-party transactional and loyalty data.
Role type
Senior IC applied analytics lead (marketing effectiveness)
Builds
Incremental lift measurement frameworks, campaign measurement KPIs, and executive insight narratives
Domain
Retail media / Marketing effectiveness / First-party data analytics
Deliverable
production ML models | dashboards & analysis
Required skills
Matched-market testing design, Randomized control trials (RCTs), Marketing mix modelling (MMM), Digital attribution, First-party data matching, Retail economics, Data pipeline auditing, Business case development
Preferred skills
CRM/loyalty data experience (Clubcard/Dunnhumby), Retail media clean rooms (InfoSum, Habu), Tableau/PowerBI, Industry planning tools (YouGov, TGI, IPA Touchpoints)
Technologies
Excel, Tableau, PowerBI, YouGov, TGI, IPA Touchpoints, InfoSum, Habu
Responsibilities
Translate commercial briefs into data-driven measurement methodologies; Lead dialogues with senior Tesco marketing stakeholders; Integrate measurement and KPIs into media planning cycles; Conduct regular audits of measurement capabilities; Distill complex data results into executive-friendly narratives; Mentor junior team members on technical and commercial skills.
Seniority
Senior, hands-on IC with mentorship responsibilities
