Head of Effectiveness, NA

Talon Outdoor•New York City, NY

2d•$175,000 - $225,000

About The Position

At Talon, our mission is to unlock the full potential of out of home, making it more effective, creative, measurable and sustainable than ever. We’re passionate about OOH and are on a mission to drive the growth of this sector within the media industry. In just over a decade, our desire to offer intelligent, creative, technology-led OOH solutions and a full-service OOH offering saw us grow into a team of over 450+ people located in key cities across the globe. In that time, we have been awarded for our approach to our people, our clients and our industry. We hire the finest talent to help us unlock the full potential of the Out of Home (OOH) environment for our clients; and pride ourselves on the individuals who represent our business. THE ROLE_ The role of Head of Effectiveness, North America is to lead the effectiveness agenda within Talon US by ensuring the agency delivers measurable and impact results for client’s use of OOH. Developing an effectiveness framework that demonstrates how OOH drives business growth, ensuring strategic use of the channel and encouraging the business to think in terms of outcomes. Acting as a strategic partner to clients and agencies to help define KPI’s, their use of OOH and what success looks like. Leading on research partnerships and data tools used for measurement to ensure the right data and frameworks are utilized to track the channels performance. Part of the US SLT to deliver the effectiveness platform for the business, clients and Talon agencies. The aim of the effectiveness specialist business unit is to drive additional revenue and deliver value for clients. This includes identifying knowledge gaps and delivering research projects and evidence to support these gaps to drive growth for the business. Working with core clients and agencies to develop robust measurement frameworks to understand how OOH has worked for them and help grow their use of OOH. Managing research partnerships and onboarding of new research agencies/partnerships to ensure delivering the best quality and value for Talon. Representing Talon on the Geopath Insights committee to oversee OOH audience measurement methodology and how this will impact the business. Responsible for speaking at relevant industry events and attending effectiveness conferences in addition to wider industry events to drive the OOH effectiveness narrative. Work closely with the UK Chief Effectiveness Officer to position Talon as the global leader in OOH effectiveness by harmonizing UK and US approaches. Leverage IPA effectiveness accreditation and industry stewardship to differentiate Talon in competitive pitches. Share cross-market learning to inform US strategies. Look for opportunities for a unified narrative for global clients.

Requirements

Ability to engage and challenge senior stakeholders
Confidence in speaking at industry events
Management skills
Strong leadership skills
Ability to work /support multiple teams across multi disciplines
Creative and critical thinking, problem solving skills
A research, insight, data or analysis background is required; experience of interpreting and communicating data is essential and a media background or some in-depth knowledge of media is preferred.
For this role, it is important to demonstrate qualifications in numeracy- based subjects plus a degree or equivalent is desired.

Nice To Haves

Experience in using tools such as Geopath, Nielsen, and equivalents is desired.
Driven and self-motivated to deliver results

Responsibilities

Drive Talon and industry projects that inform our clients and agencies of key issues affecting media, Out of Home and technology developments.
Ensure the business has the right data and tools to track performance of OOH
Develop best practices, training and tools to make effectiveness a core pillar of the business
Strategic use of data and tech to ensure better reporting for clients such as dashboards and analytic frameworks
Lead on projects around the following: Geopath formats and audience analysis Mobile data – linking to location and behavior Digital impact of location and motion on audience behavior ROI / econometrics study Inputs for MMMs Creative testing tool
Engage with key stakeholders across agency patches to ensure OOH is measured robustly
Drive how insight/ and results are used in external marketing and communications effort.
Ensure insights and evidence form a fundamental part of Talon’s strategy
Develop an econometrics strategy for Talon
Manage Effectiveness team to ensure quality studies are implemented and shared across the wider teams
Participate in projects and initiatives which drive Talon’s commitment to positive social and environmental causes. E.g., charity partnerships, volunteering, carbon offsetting etc.
Role model the Talon values and behaviors to help ensure the best possible culture and tone is set throughout Talon.
Work with Chief Client Officer and Senior Management to help ensure the best possible culture and tone is set throughout Talon.