Measurement Director (Nike Account)

Role Summary

Initiative is a proud member of Omnicom Media. We are a global media agency dedicated to driving growth for our clients through innovative strategies and data-driven insights. By working in close collaboration with our affiliate companies – Kinesso and Yune – we create exceptional, tailored marketing campaigns that connect brands with their audiences in meaningful ways.

Responsibilities

Strategic measurement leadership

• Build a deep understanding of Nike's media, marketing and commercial objectives and translate them into comprehensive measurement and testing plans that account teams can plan against.
• Own the EMEA measurement framework linking brand metrics (awareness, consideration, brand strength) with business outcomes (traffic, conversion, revenue, member growth) across Demand Creation and Demand Capture activity.
• Bring new methods, tools and techniques into the account from the wider Omnicom analytics community, and own their roll-out across markets.

The cohesive analysis narrative

• Produce a regular, integrated performance story for Nike explains the effect of each campaign and the full-funnel effect of investment and where the next incremental gain sits.
• Lead clear, robust and thought-provoking campaign reviews with actionable recommendations, showing both the agency team and the client how to improve effectiveness.
• Reconcile MMM, attribution, lift studies and brand tracking into a single point of view .
• Translate findings into prioritised recommendations on budget, channel mix, flighting

Experimentation and continuous improvement

• Own the test-and-learn agenda: brand and conversion lift studies, matched-market and geo experiments, holdouts and creative testing, with a shared learning roadmap agreed with Nike.
• Develop expert knowledge of platform testing and targeting capabilities (Meta, Google, Amazon, TikTok and others) and act as the consultative lead on how they are used.
• Establish the cadence: monthly performance reviews, quarterly deep-dives, annual planning inputs, that keeps insight feeding back into planning and activation.
• Define the triggers, thresholds and evidence standards that performance-linked and agile investment models depend on.

Client and internal stakeholder engagement

• Build trusted relationships with senior Nike marketing, analytics, media, operating as a credible day-to-day strategic partner and aligning on data sources, definitions and a single source of truth.
• Partner with strategy, planning, digital activation, search/programmatic and creator teams so measurement shapes the plan.
• Work with data engineering teams to set automation strategies, integrate new data sources and tools, and reduce manual reporting effort across markets.
• Set common measurement standards across EMEA.

Commercial contribution

• Coordinate third-party measurement vendors (MMM, attribution, brand tracking, clean rooms), including assessment, contracts and SOWs, and value-for-money.
• Contribute to new business and extension pitches, developing the data and measurement propositions that demonstrate Omnicom Media's capabilities.

Team leadership and thought leadership

• Lead, mentor and develop a team of analysts and measurement specialists across the hub and markets, leading by example and with empathy in difficult situations.
• Translate complex data concepts for non-technical stakeholders and contribute to the agency's data strategy, promoting data-driven innovation within the account and the wider industry.

Requirements

Nike EMEA runs two kinds of activity that are too often measured in isolation: brand-building work that creates demand, and performance activity that captures it. This role exists to close that gap. The Director of Measurement owns a single, connected view of how media is working, from awareness and consideration through to traffic, conversion and revenue, and turns it into a narrative that Nike and the agency can act on every month, not just at the end of a campaign.

• You will be the person in the room who can explain what happened, why, and what we should do differently next, in language that works equally well with a brand director, a performance lead, a data scientist and a procurement stakeholder.
• You'll sit within Initiative's Nike EMEA CapEx team and be part of Omnicom Media's wider analytics and data science community, with access to its measurement tooling, cloud data platforms, training and a global network of analysts to draw on.
• 8+ years in media analytics, marketing effectiveness, measurement or data science, including several years leading a function on a large multi-market brand, ideally retail, consumer or sportswear.
• Highly numerate, with a degree with a relevant degree or equivalent experience.
• Strong grounding in statistics hypothesis testing, descriptive statistics, and the confidence to apply statistical tests and defend robust conclusions.
• Working knowledge of advanced measurement approaches: MMM, MTA, sales and conversion lift, brand lift studies, matched-market and geo testing, and incremental measurement across both direct-response and brand campaigns.
• Deep understanding of the data points available across digital campaigns and how each should be analysed; hands-on experience applying measurement through Meta, Google and other major platforms.
• Fluency in both brand and performance measurement, and a track record of resolving the tension between them into one integrated answer.
• Excellent communication and storytelling skills: able to present complex ideas to technical and non-technical audiences, visualise data in a way that cuts through the noise, and defend a recommendation to C-level under challenge.
• Commercial awareness: you understand how measurement connects to agency incentives, scopes of work, vendor contracts and the client's P&L.
• Working knowledge of privacy and data-governance constraints across EMEA (GDPR, consent, clean-room environments).
• Curious and current: you keep up with advances in data science, measurement and media technology, and know which method answers which question.