SEA Measurement Branding Center of Excellence (CoE) Lead

Responsibilities

Team Introduction
The Measurement Center of Excellence team is a newly created function within Measurement, the team responsible for interpreting and understanding the impact and business outcomes driven by advertising on our platforms. We work with advertisers to optimise their activity on the platform and build meaningful connections that help drive behaviour change and ultimately business results and growth for our advertisers.

TikTok is looking for a full-time Measurement Brand Center of Excellence (CoE) Lead for SEA to primarily work with business leaders across the region to build programs and deliver Branding advertising related complex challenges. Partnering closely with the Regional Measurement leader, Brand CoE leader, Product Leaders and Sales Leaders to drive business growth and optimize ad outcomes, the primary responsibility of this role is to analyze and interpret data to inform measurement strategies, optimize ad campaigns and improve brand outcomes and work with brand focused industry verticals on TikTok. There is also an opportunity to build Measurement programs which directly influence the regional Measurement strategy.

Success in this role within a rapidly expanding environment depends on execution, curiosity and a commitment to data-driven thinking.

Responsibilities
- Collaborate with sales and measurement teams to develop and implement measurement strategies that drive business growth.
- Lead in the ideation, creation and prototyped deployment of sophisticated custom insights, ad effectiveness meta-analysis, or tooling for large-scale data environments for use by wider measurement teams.
- Design and testing brand products and deliver regional level insights and best practices related to brand ads.
- Tracking and reporting of advertiser performance metrics to support and grow adoption of measurement solutions.
- Analyse and interpret data from various sources, including ad performance, user behavior and market trends.
- Provide actionable insights and recommendations to sales and measurement teams to optimize ad campaigns and improve brand metrics and ROI.
- Stay up-to-date with industry trends, best practices, and new measurement methodologies to continuously improve our measurement capabilities.

Qualifications

Minimum Qualification(s):
- Extensive, proven experience in analytics and digital advertising from large marketing-related organisations or measurement suppliers
- Bachelor's degree in a quantitative field (e.g., statistics, mathematics, economics or computer science) or equivalent
- Proven experience in Data Science, Data Analysis, Measurement or a related field.
- Strong analytical and problem-solving skills, with the ability to interpret complex data sets and communicate insights effectively and a track record of inferential problem solving through experimental design and analytical methods
- Familiarity with measurement methods such as MMM, attribution models, experimentation and incrementality based on RCT design or related.
- Excellent communication and collaboration skills, with the ability to work closely with cross-functional teams.
- Exceptional time management, goal oriented task management skills and ability to work effectively, deploy consistent quality, and provide guidance on what decisions should be made

Preferred Qualification(s):
- Experience with advertising and media agencies and complex, data-driven marketing organizations
- Experience with executing custom analytical work where SQL, HIVE, R or Python is preferred
- Familiarity with privacy-first innovation for marketing measurement systems