Digital Measurement Lead

DigitalMeasurementLead(Experienced Colleague)

Location: Edinburgh(Hybrid)

Business: M&G Life

Function: Experience Performance - Digital Experience & Channels

Reporting to: Senior Digital Performance Manager

About the role

We are looking for aDigitalMeasurementLeadto own how marketing and digital activity is measured reported and translated into actionable insight across M&G Life.

This role is focused on measurement strategy campaign performance frameworks and insight delivery. The purpose is to ensure Marketing channel teams have clear consistent measurement plans in place from the point of campaign briefing that the data underpinning those plans is collected and managed to strong governance standards and that insight is communicated back to stakeholders in a way that drives better decision-making and commercial outcomes.

You will sit between Marketing Digital and Data acting as the single point of clarity for how campaigns and digital activity are measured what success looks like and what the data is telling us to do differently. You will be equally comfortable translating a campaign brief into a structured measurement plan ensuring the data behind it is accurate and well-governed and standing in front of senior stakeholders to tell the story of what it means and what should change as a result.

This role is suited to an Experienced Colleague who combines deepAdobe Analytics/CJAexpertise with strong analytical thinking good data governance instincts and outstanding communication skills - someone who can work collaboratively across Marketing Data and Digital teams leading measurement strategy and stakeholder alignment without line management responsibility.

Key responsibilities

• Translate campaignobjectives audiences and channel strategies into structured measurement plans with clearly defined KPIs success criteria and reporting requirements ensuring every campaign has a clear plan before go-live.
• Own and evolve the campaign measurement framework across Marketing channel teams (Customer & Advice Intermediaries/Advisor Platform Corporate) defining what success looks like per campaign type and embedding measurement thinking at the point of brief not retrofitted after launch.
• Align KPIs OKRs and success criteria across Marketing and Digital ensuring consistent definitions and removing ambiguity in how performance is reported and interpreted across teams.
• Define andmaintainmeasurement standards including naming conventions KPI definitions success criteria templates taxonomy structures and reporting assumptions that ensure consistency accuracy and auditability across campaigns and channels.
• Champion data governance best practice within the measurement lifecycle ensuring that data collected for campaign performance is accurately labelled properly documented and compliant with internal policies and regulatory requirements.
• UseAdobe Analytics/CJAto analyse campaign and digital performance building workspace reports segmentations and calculated metrics that surface actionable insight not just data.
• Partner with the Life Data team to ensure data products dashboards and reporting outputs are structured for decision-making moving from heres what happened to heres what we should do about it.
• Communicate performance insight clearly and confidently to Marketing stakeholders and senior leaders distilling complex data into compelling narratives that land with both technical and non-technical audiences including regular playback sessions post-campaign reviews and executive-level performance summaries.
• Work alongside the Decisioning Lead to define how the effectiveness of contact strategy decisioning and always-on journeys is measured over time including establishing baseline metrics attribution approaches and commercial impact quantification.
• Act as the primary point of contact for Marketing channel teams on how campaigns will be measured what data is available and what reporting they can expect building trust through transparency consistency and follow-through.

Whatwerelooking for

Essential

• Strong hands-onproficiencyinAdobe Analytics/CJA including Analysis Workspace segmentation calculated metrics and reporting configuration.
• Proven experience designing and implementing campaign measurement frameworks in a multi-channel marketing environment with the ability to translate campaignobjectivesinto structured measurement plans.
• Demonstrable commitment to data governance and data quality including experience defining standards naming conventions taxonomies and documentation practices that ensure data isaccurate consistent and trustworthy.
• Outstanding communication and presentation skills with proven ability to play back complex performance data to senior stakeholders and Marketing teamsin a way that is clear compelling andaction-oriented.
• Strong analytical capability with the ability to interpret performance data and translate it into actionable recommendations for non-technical stakeholders.
• Experience defining and aligning KPIs success criteria and attribution approaches across Marketing and Data teams.
• Confidence working across Marketing Digital Data and Technology stakeholders in a matrixed organisation.

Desirable

• Familiarity with Marketo or similar marketing automation platforms particularly in the context of campaign reporting and performance measurement.
• Understanding of digital data flows from website through to CRM and downstream reporting.
• Experience working in UK financial services insurance or another highly regulated sector.
• Exposure to attribution modelling and commercial impact quantification for marketing activity.