Marketing Measurement Expert

Marketing Measurement Expert

We are looking for a Marketing Measurement Expert to support the development, interpretation and application of Marketing Mix Modeling (MMM) and broader marketing effectiveness measurement for L’Oréal China.

This role sits at the intersection of data science, marketing, media, business strategy and agency management. The successful candidate will be able to understand and challenge MMM models and advanced measurement methodologies, assess model quality and limitations, and translate complex analytical results into clear, actionable business insights for stakeholders.

The role does not require building MMM models independently from scratch; however, it requires sufficient technical and methodological depth to work effectively with internal data teams and external agencies, ensuring that model outputs are robust, transparent and relevant for business decisions.

Key Responsibilities

MMM Methodology & Model Review

• Understand core MMM concepts, including model inputs, response curves, adstock/carryover, saturation, baseline, price, promotion, seasonality and control variables.
• Review and challenge agency methodology, model assumptions, data treatment, attribution logic and ROI outputs.
• Evaluate model robustness through contribution reconciliation, model fit, holdout performance, sensitivity analysis, parameter stability and business plausibility.
• Develop understanding of advanced measurement approaches, including Bayesian MMM, causal measurement, Brand Health, dynamic baseline, long-term effectiveness, geo experiments and holdout tests.
• Support the definition and communication of short- and long-term marketing impact.

Insight Generation & Business Translation

• Translate MMM and measurement outputs into clear implications for Brand, Media, E-commerce, Finance and leadership teams.
• Develop concise, decision-oriented presentations, dashboards and narratives.
• Clearly communicate assumptions, confidence levels, data limitations and areas requiring business judgement.

Agency & Stakeholder Coordination

• Coordinate agency deliverables, including methodology documentation, validation results, response curves, contribution decomposition and ROI outputs.
• Support alignment between China and Global teams on measurement frameworks and methodologies.

AI & Capability Building

• Explore AI-enabled solutions to improve measurement knowledge management, agency document review, insight generation and quality assurance.
• Contribute to building scalable measurement capabilities across brands and teams.

Candidate Profile

• Bachelor’s or Master’s degree in Data Science, Statistics, Economics, Marketing Science, Business Analytics, Engineering, Mathematics, Finance or a related field.
• Ideally 4-7 years of experience in marketing measurement, MMM, media analytics, commercial analytics, data science, consulting, e-commerce analytics, business intelligence or consumer insights.
• Experience working with cross-functional teams, including Marketing, Media, E-commerce, CRM, Finance or Commercial teams.
• Experience managing external analytics agencies, vendors or consulting partners is preferred.
• Experience in Beauty, FMCG, Luxury, Retail, E-commerce or digital platforms is a strong advantage.

Technical & Methodological Requirements

The candidate does not need to be a full-time MMM model developer, but should be able to credibly understand, discuss and challenge modelling work.

• Strong understanding of marketing effectiveness and ROI interpretation.
• Familiarity with MMM concepts: baseline, incremental sales, adstock, saturation, response curves, control variables, price and promotion effects.
• Ability to interpret model outputs and identify potential data, modelling or attribution risks.
• Familiarity with Bayesian MMM, causal inference, experimentation or long-term measurement is a plus.
• Strong PowerPoint and Excel skills; experience with SQL, Python, R, Power BI or Tableau is preferred.
• Strong analytical thinking, stakeholder management and communication skills in both English and Chinese.