layiq

/la·yiq/adjective

worthy; deserving; fitting; suitable.

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

LAYIQ - Marketing Measurement & Strategy Lead at Microsoft

Measurement strategy and framework: Defines and maintains Marketing's measurement strategy and framework. Sets clear success measures for Brand Marketing (awareness, consideration, brand lift), Events Marketing (attendance, engagement, pipeline influenced), Customer & Partner Marketing (adoption, retention, partner-sourced pipeline) and Growth Marketing (acquisition, conversion, revenue, return on spend).
Consistent KPIs across levels: Builds a tiered KPI structure that connects leadership metrics to functional and campaign metrics, so results add up consistently from campaign level to leadership level. Clarifies where team-specific metrics are appropriate and where shared standards apply.
Measurement methods: Sets requirements for attribution, incrementality testing and media mix modeling (MMM), and decides which method fits each workstream and business question.
Cross-team rollout: Partners with leaders across Marketing, Marketing Science, Sales, Finance, Product and Engineering to put the framework into practice, from data pipelines and tagging to reporting layers.
Leading through partnership: Works as a senior individual contributor who leads without direct reports. Gets marketing, analytics, data engineering and finance partners aligned on shared measurement goals, and builds agreement and accountability through relationships, credibility and clear standards.
Finance alignment: Agrees measurement standards and incrementality assumptions with Finance, so marketing results are trusted and used in investment decisions.
Adoption and change management: Leads adoption of the framework, measurement systems and standards across a large marketing organization. Builds teams' skills and confidence in using data for decisions.
Program leadership: Drives large, multi-semester measurement initiatives. Tracks milestones and deliverables, and proactively resolves blockers and risks across senior and executive stakeholders.
Measurement ownership and governance: Serves as the single point of accountability for all marketing measurement: KPI definitions, methods, data sources and governance. Applies privacy-first practices and builds data quality and compliance standards into all measurement work.
Dashboards and reporting: Owns all analytics dashboards that report marketing KPIs, including coupon and promotional offer performance such as distribution, redemption, revenue contribution and return on investment. Makes sure the views work for each audience level, from leadership summaries to detailed team-level views.
Insights for leadership: Turns complex measurement findings into clear recommendations for leadership on priorities, optimization and where to invest the budget.
First-year priorities: Within the first 12 months, publishes the marketing measurement framework and gets it adopted across Brand, Events, Customer & Partner, and Growth Marketing. Launches the core set of marketing KPI and coupon performance dashboards with consistent definitions. Agrees the measurement and incrementality approach with Finance for use in planning and investment decisions.
Keeping the framework current: Evolves the framework as business priorities, channels and AI-driven measurement capabilities change.

Master's Degree in Business, Marketing, Communications, Finance, Engineering, or related field AND 8+ years of marketing operations, program management, project management, or related experience
OR Bachelor's Degree in Business, Marketing, Communications, Finance, Engineering, or related field AND 12+ years of marketing operations, program management, project management, or related experience
OR equivalent experience.
7+ years of hands-on experience in marketing measurement, including designing and implementing attribution models, incrementality testing, and/or Media Mix Modeling (MMM) at scale.
5+ years of experience defining and operationalizing a measurement framework and KPI structure across multiple marketing teams, such as brand, events, customer & partner, and growth or performance marketing, with consistent metrics from executive level to campaign level.
7+ years of experience leading change management initiatives, driving adoption of new measurement systems, frameworks, or standards across large, cross-functional marketing organizations, including leading through influence without direct authority.
5+ years of experience owning marketing analytics dashboards and reporting using business intelligence tools such as Power BI, Tableau, or Looker, including setting standard KPI definitions and data quality controls.
Experience measuring promotional and incentive programs, such as coupons, offers, or credits, including redemption, incremental revenue, and return on investment.
Demonstrated experience partnering with Finance to align on measurement methods, incrementality assumptions, and marketing investment decisions.
5+ years of experience operating in privacy-first measurement environments, with demonstrated fluency in cookieless measurement approaches, consent frameworks, and advertising data governance.
5+ years of experience working with modern marketing data and AI platforms, including analytics tools, data pipelines, and emerging AI-driven measurement or optimization solutions.
Proven ability to turn complex analysis into clear, executive-ready recommendations and narratives.
#AIX
#MicrosoftAdvertising

Marketing Measurement & Strategy Lead

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