Overview

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 solid 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 an

📌 Director (Bengaluru)
🏢 PUBLICIS GROUPE
📍 Bengaluru