Senior Director, Media Analytics & Spend Optimization

Here’s what we are looking for: (Position Summary)

This is a leadership role accountable for establishing a best in class spend optimization program for all EPC categories including Shave, Sun and Grooming categories. The Senior Director will build the media analytics capabilities across the US organization, including building a measurement and refinement capability for Digital and Retail media and Precision Marketing. The role will primarily focus on building an end to end spend optimization capability in real time and ensuring that all media planning and buying is influenced by this team. This leader will define how marketing performance will be measured and will evaluate marketing performance against “the bar” of excellence. Will also support the strategy for the first, second- and third-party data. This leader will also closely partner with our AOR, internal stakeholders and external suppliers to continuously drive enhancements. The lead will establish measurement capabilities and think optimization is an output of that measurement framework. Beyond analytics, the role cultivates a culture of curiosity and storytelling and ensuring that key recommendations are firmly embedded in the media buying process.

Key Responsibilities

1. Establish the Spend Optimization Capability & drive Impact

• Build and own end-to-end media measurement framework, including Marketing Mix Modeling (MMM), incrementality testing, attribution, and lift studies.
• Define how media effectiveness is measured across brand, performance, retail media, and upper & lower funnel channels in partnership with the CMO Team, Category Teams and Media Agency.
• Drive media investment optimization, leading annual & in-year budget allocation, scenario planning, & ROI-driven reallocation across channels/ brands to balance near-term performance with long-term brand growth.
• Identify critical gaps and opportunities, and work with the brand leaders and the CMO organization to recommend ways to course-correct and optimize tactics in these ‘hot-spots’.
• Evaluate the performance of the overall Advertising and Consumer Promotion investment.

2. Establish Advanced Analytics and Modeling

• Oversee development & management of MMM, response curves, saturation thresholds, & diminishing returns.
• Explore, experiment, pilot and deploy AI-enabled forecasting and optimization and forecasting.
• Ensure insights are actionable, timely, and embedded into planning cycles, not retrospective.
• Predict future consumer behaviors like purchase intent, potential churn rates, lifetime value etc.

3. Build Precision Marketing Capability

• Create Audience Targeting and Segmentation by leveraging multiple data sources, behavior and preferences, including the purchasing history of cohorts.  
• Drive Personalization, including tailoring communications to meet specific consumer needs.
• Customer Journey Mapping: analyze data at various touchpoints across the customer journey & identify patterns on how customers react.

4. Build Media Analytics

• Lead Learning Agendas in line with business requirements. These involve test & Learns, Pilots, A/B testing etc. Undertake pilots & scale-up on AI and GenAI in relation to media analytics.
• Partner with the CMO / AOR team to effectively build the CRM capability, by adopting best practices and undertake relevant test & learns. Activate pockets of growth.
• Propensity Modeling: Predict granular pockets of growth (e.g., geographies, demo/psycho groups) and prioritize based on segment size, propensity to purchase our brands, and ability to reach audiences
• Build single platform that brings together Media, Personalization/ Content, Audience and Measurement
• Evaluate creative quality and drivers to Creative Excellence by category by undertaking agile experimentation and driving hypothesis driven testing. 
• Establish single-source-of-truth dashboards linking spend, reach, outcomes, ROI etc.

Required Education, Skills and Experience

• 15+ years’ experience in Media Analytics, Spend Optimization and CRM, preferably in CPG industry.
• Deep knowledge of Market Mix Modeling, spend optimization and media analytics is essential. Familiarity with retail media networks, closed-loop measurement and exposure to AI/ML-driven optimization and advanced forecasting is preferable.
• Demonstrates ability to influence cross-functional and upper management to impact decision-making; Willingness to “have an opinion” backed up by insight and analytics and the confidence to influence key stakeholders.
• Outstanding communication skills; Ability to think analytically to understand complex or ambiguous problems or issues and communicate solutions/conclusions clearly and concisely.
• Experience partnering with agencies, platforms (Google, Meta, Amazon), and martech/adtech ecosystems.
• A Bachelor's degree is required; Post-graduate degree or equivalent in Market Research, Mathematics, Social Sciences or Statistics is preferred.

Edgewell Values and Behaviors

We are seeking teammates who put People First by building relationships and fostering inclusivity, are ready to Move Forward through innovation and decisive action, embrace Listen Up, Speak Up by encouraging open dialogue and feedback, and are committed to Own It, Together by driving results through collaboration and accountability.

The EPC Insights and Analytics Team and Culture

We are a high-performing, collaborative team who bring the voice of the consumer, shopper and customer into our business and make a tangible business impact. We are developing cutting edge data, analytics and AI tools that give a significant competitive advantage. We foster a supportive team atmosphere to amplify individual strengths and curiosity.  We value a diversity of talent, experiences, and backgrounds to expand our team culture.

Work Environment (Hybrid)

This role follows a hybrid work model with regular presence in the Shelton, CT corporate office and/or in the NY, NY office 3 days / week. Occasional travel may be required for key business meetings or enterprise collaboration.

This description is based on management’s assessment of the requirements and functions of the job as of the date this description was prepared. It is a general guideline for managers and employees, but it does not purport to be an exhaustive list of all the elements of the job. Management reserves the right to modify the description at any time, or to vary the duties and responsibilities of the job on a temporary or indefinite basis to meet production, scheduling, or staffing needs.

The salary range for this position is $208,000 -$312,000. Actual base salary offered to a candidate may vary based upon factors including, but not limited to, relevant experience, time in role, base salary of internal peers, prior performance, business sector, and geographic location. In addition to base salary, the competitive compensation package may include, depending on the role, participation in an incentive program linked to performance.