Associate Director / Director - Analytics

Location: Bengaluru/Gurgaon

Experience: 6-10+ years

Function: Analytics / Marketing Science / Measurement

About the Role

We are looking for an experienced Analytics leader to lead high-impact Marketing Mix Modelling (MMM), Marketing Effectiveness, Econometrics and Advanced Analytics engagements for leading brands.

The role requires a strong combination of hands-on modelling expertise, causal reasoning, model governance, client leadership and team management . The ideal candidate should be comfortable challenging analytical assumptions, reviewing models built by teams and determining whether insights are robust enough to support business and marketing investment decisions.

Key Responsibilities

- Lead end-to-end Marketing Mix Modelling (MMM) and Marketing Effectiveness engagements across brands, markets and categories.
- Provide technical leadership on model architecture , including decisions around separate, pooled, hierarchical and partial-pooling approaches.
- Review and challenge model specifications, transformations, priors, diagnostics, contribution estimates and ROI outputs.
- Ensure analytical outputs are supported by sound causal reasoning and statistical evidence .
- Identify and address issues related to endogeneity, reverse causality, confounding, multicollinearity and identifiability .
- Lead Bayesian and frequentist/econometric modelling approaches and ensure appropriate use of uncertainty and diagnostics.
- Evaluate model stability through sensitivity analysis, holdouts, alternative specifications, transformations, priors and time windows .
- Reconcile MMM findings with geo experiments, incrementality studies and other measurement approaches .




- Govern marketing budget optimizers and ensure recommendations are supported by robust evidence and appropriate constraints.
- Distinguish between prediction quality and attribution quality when evaluating models.
- Review and approve models developed by analysts and data scientists before client delivery.
- Lead and mentor analytics/data science teams working across multiple projects and markets.
- Partner with senior client stakeholders to translate complex analytical findings into clear business and investment recommendations.
- Challenge unreasonable client expectations and communicate limitations of the data and methodology effectively.
- Contribute to new business, pitches and development of analytics solutions and methodologies.

What We’re Looking For

- 8-12+ years of experience in Analytics, Marketing Science, Econometrics, Data Science or Marketing Effectiveness .
- Solid hands-on experience in Marketing Mix Modelling (MMM) .
- Proven experience owning large multi-brand / multi-market MMM programmes .
- Strong understanding of both OLS/econometric and Bayesian MMM approaches.
- Deep understanding of model architecture, causal inference, identifiability and multicollinearity .
- Strong hands-on understanding of Bayesian concepts including priors, posterior diagnostics, R-hat, ESS, divergences and posterior predictive checks .
- Experience with adstock, saturation, response curves and contribution modelling .
- Strong understanding of endogeneity, reverse causality, confounders and mediators .
- Experience reconciling MMM results with experimentation / geo testing / incrementality studies .
- Experience with model stability, sensitivity testing and model governance.
- Experience reviewing and approving models developed by other analysts/data scientists.
- Strong client-facing and stakeholder management experience.
- Proven experience leading and mentoring analytics teams.

📌 Director (Bengaluru)
🏢 Publicis Media
📍 Bengaluru