• Develop and implement a scalable, full-funnel marketing measurement framework that aligns with business goals and marketing strategies • Define and standardize KPIs across brand, demand generation, and retention efforts • Partner with marketing leadership to evolve measurement maturity and introduce new capabilities • Collaborate with cross-functional teams to support end-to-end campaign planning, from setting objectives and KPIs to post-campaign analysis and insights • Ensure measurement plans are in place for all major campaigns, including test design, tracking, and performance evaluation • Provide guidance on learning agendas and how to apply insights to future planning cycles • Work closely with teams across marketing, merchandising, commercial strategy, commercial analytics, and data science to ensure alignment on measurement priorities and data integration • Serve as a key liaison to translate business questions into structured measurement plans and learning agendas • Support measurement and optimization of e-commerce performance, including traffic, conversion, and digital merchandising effectiveness • Contribute to the integration of e-commerce data into broader marketing performance reporting • Support the rollout of new measurement methodologies such as marketing mix modeling (MMM), attribution modeling, and incrementality testing • Help integrate digital and offline data sources to enable holistic performance evaluation • Manage and develop a marketing analytics analyst, providing mentorship, guidance, and support in day-to-day work and long-term career growth • Guide the analysis of marketing effectiveness across channels and tactics, identifying opportunities to improve ROI and customer engagement • Help build dashboards and reporting structures that support ongoing performance monitoring