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About the Role
As the Global Media Effectiveness Manager at COS, you will play a key role in contributing to the strategic measurement and optimisation of our global full-funnel paid media strategy. With a strong focus on data and insights, you will ensure our media investment delivers measurable impact and supports both brand and commercial objectives.
Responsibilities
- Manage and evolve the global paid media measurement framework, including methodologies, KPIs, reporting standards, learning agendas, and experimentation.
- Establish a global learning and experimentation agenda, assessing paid media effectiveness through incrementality testing, lift studies, and Marketing Mix Modelling (MMM).
- Support high-impact experiments that challenge channel assumptions and improve media investment decisions.
- Drive the adoption of MMM and broader effectiveness insights across markets, ensuring insights inform media planning.
- Manage the global paid media reporting ecosystem, including scorecards, dashboards, executive reporting, benchmarking, and insights delivery.
- Ensure consistency in reporting frameworks, KPIs, and measurement standards across markets.
- Translate complex data outputs into clear, compelling narratives for senior leadership and non-technical stakeholders.
- Provide regular reporting and strategic recommendations, linking paid media performance to business outcomes.
- Support media investment and annual budget setting with agency partners and internal stakeholders.
- Utilise brand, customer, and marketing data to create evidence-based, localised budget recommendations.
- Support quarterly reforecasting and investment shifts using MMM insights, customer acquisition KPIs, and other media metrics.
- Lead and coordinate cross-functional media effectiveness initiatives.
- Manage relationships with third-party measurement partners, agencies, and technology suppliers.
- Strengthen media measurement foundations by partnering with analytics teams and media platforms.
- Evaluate and develop measurement approaches for emerging marketing channels and media priorities.
- Identify measurement challenges and develop solutions to ensure media activity is measurable across channels, technologies, and business priorities.
Requirements
- Extensive years of paid media measurement experience within a large premium brand or agency environment.
- Paid media channel expertise - deep knowledge of all paid media channels (paid social, display, OOH, CTV, paid search, programmatic, affiliates).
- Advanced proficiency in paid media measurement, including a strong understanding of brand health metrics, paid media attribution models, interpreting MMM, lift studies, and incrementality testing and how to balance them with in-platform signals.
- Data-driven decision making – strong analytical skills to interpret brand health, brand media and performance marketing data and translate insights into clear actions.
- Deep understanding of P&L impact. Expert at linking upper funnel brand equity metrics to bottom line growth.
- Hands-on measurement tools experience - MMM tools, GA4, PowerBI, and in-platform lift studies.
- Budget optimisation & media efficiency – ability to maximise ROI and drive impact with constrained budgets.
- Stakeholder management & influence - ability to navigate complex organisational structures and influence regional stakeholders to adopt global paid media measurement frameworks.
- Excellent presentation skills, experienced communicator capable of navigating ambiguity by translating paid media data into clear, actionable narratives.
- Skilled at presenting and influencing stakeholders, ensuring media investment strategies are presented with clarity.
Skills
- Paid media measurement
- Marketing Mix Modelling (MMM)
- Incrementality testing
- Lift studies
- Paid social
- Display advertising
- Out-of-Home (OOH)
- Connected TV (CTV)
- Paid search
- Programmatic advertising
- Affiliate marketing
- Brand health metrics
- Attribution models
- Data analysis
- P&L management
- GA4
- PowerBI
- Stakeholder management
- Presentation skills
- Communication
Location
- London
Work Type
- Full time
- Permanent
- Hybrid
Experience Level
- Extensive years of paid media measurement experience
Benefits
- Staff discount usable on all H&M Group brands in stores and online
- H&M Incentive Program – HIP
- Up to 20 days holiday
- Annual health checks
- Pension scheme
- Discounts on various activities and financial/lifestyle products via our benefits hub
- Cycle to work scheme
- Discounted gym membership
- Employee assistance via retail trust
- Private health & dental care
About the Company
- COS offers a wardrobe of ready-to-wear and accessories rooted in exceptional quality and lasting design.
- The brand has an elevated aesthetic that embodies luxury with an emphasis on craftsmanship, innovation and compelling fashion movements.
Equal Opportunity
- We are committed to a recruitment process that is fair, equitable, and based on competency.