layiq

/la·yiq/adjective

worthy; deserving; fitting; suitable.

A role, opportunity, or path that merits attention, time, and pursuit.

Director, Marketing Effectiveness & Measurement at Prudential Financial | LAYIQ

Measurement Strategy & Ownership
Drive the marketing measurement strategy, including the definition of marketing impact, success metrics, and standards across all channels and business units.
Design and build next-generation measurement frameworks focused on incrementality, causality, and true lift.
Establish a unified methodology for evaluating marketing performance that directly informs investment and optimization decisions.
Experimentation & Causal Measurement
Build and operationalize always-on experimentation frameworks (A/B, geo-lift, holdout testing) embedded within campaign execution.
Ensure rigorous application of causal inference methods to isolate true marketing impact.
Drive adoption of experimentation as a core discipline across Marketing, Media, and Growth teams.
Closed-Loop Optimization & Decisioning
Translate measurement outputs into clear, actionable recommendations that drive budget allocation, audience targeting, and creative optimization.
Enable closed-loop optimization by connecting measurement directly to in-flight decision-making and future planning cycles.
Ensure insights continuously improve performance, not just report outcomes.
Technology & Data Ecosystem
Lead the measurement point of view across the marketing data and technology stack.
Define requirements for data integration and cross-channel measurement.
Partner with Advanced Analytics, Data and MarTech teams to enable scalable, automated measurement capabilities.
Team Build & Capability Development
Build and scale the Marketing Effectiveness Measurement function from the ground up, including operating model, processes, and talent.
Integrate external partners where needed while transitioning ownership and capability in-house and offshore.
Cross-Functional Leadership & Influence
Partner with Growth Marketing, Media, Finance, and Product teams to align on KPIs, measurement rigor, and decision frameworks.
Establish measurement as a core input into investment decisions and marketing planning.
Influence senior stakeholders by translating complex analytics into clear, business-relevant insights.
Profile & Experience: Deep expertise in marketing measurement, experimentation, and causal inference.
Proven experience building and scaling measurement systems and teams.
Strong command of modern marketing analytics ecosystems.
Demonstrated ability to connect analytics to business outcomes, investment decisions, and ROI.
Executive presence with the ability to influence senior stakeholders.

Director, Marketing Effectiveness & Measurement

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