Job Information
Publicis Groupe AMEA Measurement & Performance Intelligence Lead (Kuala Lumpur-based, onsite) in Kuala Lumpur, Malaysia
Overview
The AMEA Measurement & Performance Intelligence Lead is responsible for defining and operationalizing the campaign measurement and performance intelligence capability across OneMars APAC & MEA.
This role ensures marketing and media investments are measured consistently and effectively across markets — establishing KPI frameworks, designing test-and-learn agendas, and translating campaign performance into actionable insights that inform optimization and future planning decisions.
Working closely with regional planning teams, local markets, and biddable activation specialists, this role connects campaign delivery with measurement strategy and performance analysis — ensuring reporting is accurate, automated, and translated into insights that drive marketing effectiveness.
This role leads the regional campaign intelligence hub in Kuala Lumpur and manages the BI analysts responsible for campaign reporting and dashboard delivery across AMEA
Responsibilities
Key Responsibilities
Campaign Reporting & Performance Intelligence
Lead the regional campaign reporting ecosystem across all digital and performance channels.
Ensure dashboards, reports, and campaign performance outputs are accurate, automated, and consistently delivered across markets.
Translate campaign data into clear insights and recommendations that inform optimization and future planning decisions.
Identify trends, patterns, and opportunities across markets and campaigns to support performance improvement.
Insights & Strategic Recommendations
Convert campaign and marketing performance data into actionable insights that influence campaign strategy, targeting, and investment decisions.
Identify trends, patterns, and growth opportunities across markets and channels.
Provide performance intelligence for regional and market performance reviews.
Craft executive-ready narratives that connect marketing performance to business outcomes.
Inform scenario planning and future planning cycles through performance insights.
Regional Reporting Governance & Standards
Establish and maintain standardized campaign reporting frameworks across AMEA markets.
Ensure consistent dashboard structures, KPI definitions, and reporting methodologies across platforms and markets.
Maintain documentation, version control, and reporting governance across the region.
Serve as the escalation point for reporting discrepancies or data interpretation issues.
Cross-Functional Integration
Work closely with regional and local planning teams to ensure campaign performance insights inform strategic planning.
Partner with biddable activation teams to identify optimization opportunities during live campaigns.
Collaborate with the Data Strategy & Platform Lead to ensure data pipelines and taxonomies support accurate reporting.
Align with the Measurement & Reporting Lead to ensure campaign intelligence supports broader measurement frameworks.
Measurement Strategy & Frameworks
Define and lead the AMEA campaign measurement framework aligned to Mars business objectives and global standards.
Establish unified KPI frameworks across brand, performance, commerce, and integrated PESO campaigns.
Ensure alignment between marketing objectives, media KPIs, and commercial outcomes.
Standardize KPI definitions, measurement methodologies, and reporting structures across markets.
Serve as the regional subject matter expert on campaign measurement and performance evaluation.
Test & Learn and Measurement Innovation
Design and implement structured test-and-learn agendas across campaigns and markets.
Partner with regional planning and biddable teams to ensure experimentation frameworks inform campaign optimization.
Evaluate and apply advanced measurement methodologies including attribution, incrementality testing, and experimentation frameworks where appropriate.
Translate learning agendas into actionable insights that inform planning cycles and investment decisions.
Capability Building & Measurement Governance
Elevate measurement maturity across AMEA through training, playbooks, and best-practice frameworks.
Guide regional and local teams on measurement approaches, KPIs, and reporting standards.
Partner with Data and Platform teams to ensure measurement frameworks align with taxonomy, identity, and data infrastructure.
Continuously improve reporting automation, dashboard usability, and analytical rigor across the region.
Team Leadership & Capability Building
Manage and develop the regional BI analyst team within the reporting hub.
Establish best practices for campaign reporting, dashboarding, and insight generation.
Promote analytical rigor and curiosity across reporting teams.
Support capability development through training and knowledge sharing across markets.
Leadership Attributes
Thinks beyond dashboards to uncover meaningful insights.
Connects campaign data to marketing and business outcomes.
Balances technical rigor with clear storytelling.
Influences through insight and credibility.
Thrives in cross-functional collaboration with planning and activation teams.
Qualifications
Qualifications & Experience
6–8+ years of experience in media analytics, marketing intelligence, or campaign reporting roles.
Strong experience working with digital campaign reporting across search, social, programmatic, and commerce channels.
Advanced experience with dashboarding and visualization tools (e.g., Tableau, PowerBI, Datorama, Looker Studio).
Strong understanding of campaign data structures, tagging, and reporting pipelines.
Experience translating performance data into insights and recommendations for stakeholders.
Experience working in multi-market or regional agency environments preferred.
What Success Looks Like
Measurement frameworks and KPI definitions are standardized and adopted across AMEA markets.
Campaign reporting and dashboards are automated, accurate, and trusted by stakeholders.
Performance insights consistently inform campaign optimization and future planning decisions.
Test-and-learn programs generate measurable learning that improves marketing effectiveness.
Regional and local teams rely on the Measurement & Intelligence function as the authoritative source of performance insight.
Additional information
Our employee benefits package comprises the following:
? Generous leave entitlements, including birthday leave, rest day and family care leave.
? Office closure for World Mental Health Day 10th October.
? Additional Company closure for all 4 major festive Celebrations
? Cashless comprehensive medical coverage, including access to a panel clinic, dental and optical care.
? Life and personal accident insurance and group hospitalization and surgery.
? A hybrid working schedule and with Friday disconnects.
? Rest Relax & Recharge - office closure last week of December every year.
? Phone Allowance