Effectiveness Director - Sponsorship Measurement

Agency: Omnicom Media Job Function: Communications and PR Job Subfunction: Merchandising and Promotion Job Description: Reporting to: Head of Insights & Effectiveness As an Insights & Effectiveness Director at Fuse, you will play a key role in shaping and delivering industry-leading sponsorship measurement programmes and insights-led solutions for UK and international clients. As one of the senior leaders within the Insights & Effectiveness team, you will lead the continued development of Fuse's Media Valuation proposition, acting as the team's subject matter expert and senior client advisor in this area. Alongside this specialism, you will design and deliver broader sponsorship effectiveness programmes that combine media valuation, audience insight, consumer research, digital analytics and other measurement approaches to answer complex client challenges. Working closely with the Head of Insights & Effectiveness and fellow Insights & Effectiveness Director, you will help drive the evolution of Fuse's measurement offering, maintain exceptional quality standards and support the development of future talent across the team. The Insights & Effectiveness team is methodology agnostic and curious by nature. We believe the best answers come from bringing together multiple data sources and approaches rather than relying on a single framework. As such, we are looking for someone who is passionate about understanding sponsorship effectiveness through a blend of media research, consumer research, analytics and measurement innovation. This role requires a combination of research expertise, strategic thinking, commercial acumen, leadership capability and a deep understanding of the evolving media, sponsorship and partnerships landscape. Main day-to-day responsibilities will include, but not limited to: Client Leadership - Act as a senior lead across key UK and international clients, building trusted relationships with senior stakeholders and championing the Insights & Effectiveness offering. - Serve as Fuse's primary subject matter expert for Media Valuation, providing strategic oversight, methodological expertise and senior client leadership across valuation programmes. - Lead the design and delivery of holistic sponsorship measurement solutions, combining valuation, audience insights, brand measurement, digital analytics and other methodologies to address client objectives. - Translate complex data and methodologies into clear, engaging and commercially actionable recommendations. - Develop bespoke measurement approaches in response to client challenges, ensuring solutions are robust, innovative and aligned to business needs. - Lead project scoping, renewals and growth conversations, identifying opportunities to expand both Insights & Effectiveness and broader Fuse services. - Represent Fuse's expertise through client presentations, thought leadership initiatives and industry engagement opportunities. Team Leadership - Provide leadership, coaching and mentorship across the Insights & Effectiveness team, particularly in sponsorship valuation and measurement best practice. - Foster a culture of curiosity, collaboration and continuous learning, encouraging the team to challenge assumptions and explore new approaches. - Review team outputs and provide strategic guidance and constructive feedback, ensuring consistently high standards of analysis, storytelling and client delivery. - Share knowledge and build capability across the wider business, helping colleagues understand both valuation methodologies and broader sponsorship effectiveness frameworks. - Monitor industry developments, competitor offerings and emerging measurement approaches to ensure Fuse remains at the forefront of the market. - Contribute to the ongoing evolution of Fuse's products, methodologies and analytical capabilities. Commercial Leadership - Play a key role in new business pitches, contributing strategic thinking, methodology design and compelling narratives. - Identify opportunities to strengthen and grow Fuse's Insights & Effectiveness offering through new products, services and methodologies. - Support business development efforts through thought leadership, innovation and commercial consultancy. - Help develop propositions that demonstrate the value of sponsorship beyond media exposure alone. Cross-Functional Collaboration - Work closely with divisional leads to embed a "Seriously Effective" mindset across all Fuse work. - Partner with the Strategy and Rights Consultancy teams to develop data-led partnership strategies and evidence-based recommendations. - Collaborate with colleagues across Fuse and the Omnicom network to leverage the latest capabilities, tools and best practices. - Support integrated client solutions by bringing together expertise from multiple disciplines and agencies. Desired Skills & Experience - Proven experience in a senior insights, research, analytics or measurement role, ideally within sponsorship, media, sport, entertainment, partnerships or a related industry. - Significant experience delivering sponsorship media valuation programmes and advising clients on media value and sponsorship effectiveness. - Good understanding of media planning, media measurement and audience analytics across broadcast, digital and social channels. - Experience developing measurement frameworks that combine multiple methodologies and data sources. - A naturally curious and problem-solving mindset, with the ability to identify the most appropriate methodology for a client challenge. - Strong understanding of sponsorship, partnership marketing and communications effectiveness. - Experience managing senior client relationships and acting as a trusted strategic advisor. - Excellent storytelling and presentation skills, with the ability to communicate complex methodologies and data in a compelling and accessible way. - Proven experience coaching, mentoring and developing talent. - Commercially minded, with experience contributing to business growth and new business opportunities. - Strong data visualisation skills and experience creating engaging client-ready presentations and reports. - Experience delivering bespoke UK and international sponsorship measurement programmes. - Understanding of consumer research (quantitative and qualitative), brand tracking and econometric concepts is desirable. - Experience using industry tools and platforms including social listening, digital analytics and consumer research data sources (e.g. YouGov, TGI, GWI). - Experience with Power BI and emerging AI-enabled analytical solutions is a plus. - Passion for sport, entertainment, culture, media and brand storytelling. You need to have the ability and willingness to work flexibly, usually in the London office, with occasional international travel. This is a full-time role and you must be eligible to work in the UK. Fuse job descriptions are not intended to be restrictive and are a guideline for the duties in this role. We are committed to providing comprehensive training and development plans for all team members. 

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