Brand Marketing Measurement Specialist @ McKinsey & Company

Your Growth

You will be part of McKinsey’s Brand Marketing Team, which includes the full spectrum of brand marketing capabilities, from brand strategy and brand design to marketing content, campaign management, paid media and digital and social channels.

Beyond our team you will collaborate with colleagues and leaders from across the R&E function (media, publishing, events, practices, regions, etc.), the Technology function (analytics technology), and Client Activation.

You will build and activate these relationships contribute to shifting the culture of our communications community towards a marketing-centric approach, informed by data.

Your Impact

You will report to the head of marketing measurement and analytics within McKinsey’s global Brand Marketing Team that sits in within the wider Reach & Engagement (R&E) function.

You will be involved in the execution of several workstreams in the brand measurement and analytics annual roadmap to advance the marketing measurement maturity of McKinsey’s global brand marketing efforts.

Your key responsibilities will include:

Impact storytelling: designing engaging reports showcasing the impact of our brand marketing to senior stakeholders
Audience demystification: consulting on efforts to enrich our 1st party data collection and identifying how can we better utilize this to improve our understanding of the audience user journey
Long term data strategy and sources: contributing to the strategic integration of dispersed marketing data sources, ensuring accessibility for analysis; additionally, you will audit our tech stack and identify purposeful expansions to address measurement/analytics needs
Future proofing marketing measurement: designing a roadmap for privacy centric measurement tools and approaches to mitigate signal loss e.g. conversion apis, conversion modelling solutions; this will involve close collaboration with our internal technology and digital external engagement team alongside our media partners e.g. LinkedIn, Google etc.
Event tracking: managing and implementing data tracking systems (i.e., Adobe Analytics, Google Tag Manager) to ensure accurate data collection across all digital campaigns; in this role, you will implement and troubleshoot tracking pixels for various social, programmatic and search platforms (e.g., Meta, LinkedIn) to measure conversion events and optimize campaign performance
Improving brand marketing effectiveness: helping evangelize a test and learn culture, leading the design of measurement programs including hypothesis driven testing across our marketing mix

Furthermore, you will stay up-to-date on industry best practices and trends in marketing measurement and leverage this knowledge to improve processes and drive innovation within the team.

Your qualifications and skills

Bachelor's or master's degree in marketing, business, statistics, or notable work experience in these fields
5+ years of experience in marketing analytics, preferably in a global organization, agency or consulting firm
Strong understanding of marketing data sources and tools, such as CRM systems, web analytics, social media platforms, and marketing automation software
Proficient in data manipulation languages such as SQL or Python and analysis software tools such as Excel, PowerBi etc.
Certification in Google Analytics, Google Tag Manager and Adobe Analytics would be beneficial
Excellent communication and data visualization skills, with the ability to effectively present complex data and insights to non-marketing stakeholders
Highly adaptable and willing to work in a fast-paced environment
Strong problem-solving and critical thinking skills, with the ability to identify and address data-related issues and propose solutions
Passion for data and analytics and a continuous learning mindset
Knowledge of McKinsey's business model and expertise in consulting industry a plus

Brand Marketing Measurement Specialist

McKinsey & Company

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