Job Description Experimentation Strategy & Test Design Develop and lead a structured testing strategy for paid media, ensuring experiments provide insights into incrementality, efficiency, and channel optimisation. Design and implement causal inference methodologies, including A/B tests, holdouts, and time-based experiments across major platforms ( Google, Meta, TikTok, Programmatic, etc. ). Partner with Marketing Analytics and Data Science teams to integrate best practices in media measurement, attribution, and statistical modelling. Stay ahead of emerging trends in marketing measurement and experimentation, ensuring our testing framework evolves with industry advancements. Data Analysis & Business Insights Analyse experiment results to determine statistical significance, incremental impact, and long-term value for brand awareness, consideration, and conversion outcomes. Develop frameworks for aggregating test results, benchmarking, and meta-analysis to drive strategic decision-making. Collaborate with marketing and media teams to translate test findings into actionable insights that optimise media spend and performance. Communicate data-driven recommendations to influence budget allocation and investment strategies. Testing Roadmap & Knowledge Management Develop a prioritised testing roadmap, aligned with marketing objectives, budget cycles, and innovation needs. Maintain a centralised knowledge hub for past experiments, key learnings, and best practices, ensuring consistent methodologies across teams. Educate stakeholders on incrementality measurement, attribution models, and the difference between platform-reported results and true business impact .