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About the Role
Urban Outfitters' European digital business is expanding across paid, organic, and social channels. This role is crucial for bringing strategy and rigor to how marketing investments are measured, planned, and allocated across both brand and performance objectives. You will be the key resource for understanding marketing effectiveness, developing measurement frameworks, running models, and translating complex data into actionable budget recommendations, ensuring accountability for commercial outcomes.
Responsibilities
- Own and evolve the measurement framework across all marketing channels, including paid, organic, social, brand, and performance.
- Lead the implementation and ongoing operation of Marketing Mix Modelling (MMM) and Multi-Touch Attribution (MTA).
- Run incrementality testing to validate model outputs and build confidence in spend decisions.
- Ensure measurement approaches are privacy-compliant and future-proofed for a cookieless environment.
- Design and own the single source of truth for marketing performance across the European business.
- Report on brand health metrics (awareness, consideration, share of voice) alongside performance KPIs.
- Build and maintain LTV reporting by channel and cohort to connect acquisition investment with long-term customer value.
- Translate model outputs into clear, executive-ready narratives for senior stakeholders and Finance.
- Use MMM and MTA outputs to inform and challenge channel investment decisions.
- Partner with channel leads (paid social, paid search, affiliates, email, organic) to ensure budget allocation is data-driven.
- Own marketing efficiency metrics (ROAS by cohort, CAC:LTV) to drive continuous improvement in spend efficiency.
- Contribute to annual and seasonal budget planning cycles with data-backed scenario modelling.
- Work closely with Brand and Creative teams to ensure brand investment is measurable and included in effectiveness modelling.
- Partner with Finance to align on methodology, build confidence in measurement outputs, and support budget sign-off.
- Collaborate with Data/BI to maintain clean, reliable data pipelines for the measurement stack.
Requirements
- Proven hands-on experience with MMM, either building models in-house or managing vendor relationships.
- Strong understanding of MTA platforms and their limitations.
- Experience building LTV and cohort analysis frameworks in an ecommerce context.
- Ability to translate complex quantitative outputs into clear commercial recommendations.
- Comfortable working with both brand and performance teams.
- Experience owning reporting across a multi-channel marketing function.
- Background in retail, fashion, or DTC ecommerce is desirable.
- Experience working with European multi-market data is desirable.
- Familiarity with incrementality testing methodologies is desirable.
- Exposure to media agency planning and buying cycles is desirable.
- SQL or Python skills for data manipulation are a strong plus.
Skills
- Marketing Mix Modelling (MMM)
- Multi-Touch Attribution (MTA)
- Incrementality testing
- LTV reporting
- Cohort analysis
- Data translation
- Reporting
- Budget strategy
- Channel planning
- ROAS
- CAC:LTV
- Scenario modelling
- SQL
- Python
Location
- Brick Lane
Work Type
- Full-time
Experience Level
- Proven hands-on experience
Benefits
- Flexible start and finish times
- Bring your dog to work
- Employees Assistance program
- Fully equipped free gym
- On-site wellness room
- 50% discount of external gym memberships
- Private Medical Insurance
- Up to 40% off at all URBN Brands
- One paid day for volunteering or fundraising
- Cycle to work scheme
- Season ticket loan
- Continued learning and development
About the Company
- Urban Outfitters started out as a single boutique in 1970s Philadelphia with creativity and uniqueness at its core.
- 50 years on, and over 60 stores across Europe later, we’ve become a destination for emerging design, unexpected styling, One-Of-A-Kind vintage and homeware.
- We speak to a social community of over 10 million forward-thinking individuals, bringing together a nostalgia for the past with an enthusiasm to shape the future.
- The UO community are culturally aware, they shape the music scene, they live a digitally native life and they wear style trends before anyone else.
- At our core, we empower our customers and staff to express themselves, unapologetically, living life in a way that's truly authentic to them.
- Our values: Progressive, Creative, Inclusive, Responsible, Compassionate.
Equal Opportunity
- URBN is an Equal Opportunities Employer committed to diversity and inclusion.
- We provide equal employment opportunities regardless of age, sexual orientation, sex, gender reassignment, pregnancy, marital status, religion, race, or disability.
- We base all our employment decisions on merit, job requirements and business needs.