Head of Data

hace 2 días

Miguel Hidalgo, Ciudad de México Publicis Groupe A tiempo completo

Purpose:

Head Publicis Groupe's data, measurement, and analytics agenda to accelerate growth for key clients by integrating data engineering, data science, and marketing science into scalable solutions (from data pipelines and models to advanced measurement), enabling evidence-based business and media decisions.

Scope:
Mexico and LATAM regional projects

Key Responsibilities:

1) Data Strategy & Product:

  • Define the vision and roadmap for data products/services (data platform, measurement, insights, AI/ML) aligned with client and group objectives.
  • Translate business/marketing needs into measurable use cases (incrementality, investment optimization, personalization, audience building, operational efficiency).

2) Leadership & Operations:

  • Lead multidisciplinary teams (data engineering, analytics, marketing science) and establish delivery, quality, and governance standards.
  • Develop capabilities (hiring, upskilling, mentoring) and foster a "data-informed" culture across agencies and accounts.

3) Data Architecture, Engineering & Quality:

  • Design and oversee pipelines (ingestion, ETL/ELT), data modeling (DWH/Lakehouse), and continuous quality monitoring (DQ, lineage) using Dev/DataOps practices.
  • Integrate adtech/martech sources (campaign platforms, analytics, CRM, e-commerce) and client first/zero-party data.

4) Advanced Analytics & Media Measurement:

  • Implement measurement frameworks: MMM (Marketing Mix Modeling), MTA/Attribution, incrementality and causality tests; unify "measurement learning agenda" and executive reporting.
  • Ensure models/insights translate into planning, activation, and optimization decisions (impacting ROI, CPA, reach, frequency, etc.).

5) Privacy, Compliance & Security:

  • Ensure regulatory compliance (GDPR, LFPDPPP MX, LGPD BR, and platform policies), data minimization, and AI ethics.
  • Define data governance, catalogs, and access controls.

6) Client & Business Relationship:

  • Act as a consultative reference for client CMO/CTO/Media Directors; lead workshops and QBRs with actionable recommendations.
  • Support business development (pitch/RFP), solution costing, value propositions, and success cases.

7) Innovation (AI/ML) & Accelerators:

  • Evaluate and operationalize AI/ML use cases (propensity, churn, lookalike audiences, forecasting, creative insights) and automations to reduce time and improve performance.
  • Maintain technology radar and industry best practices.

Profile Requirements:

Experience:

  • 8–12+ years combining media analytics/measurement and data disciplines (data engineering, BI and/or data science) in agency/consulting or client-side roles with regional exposure.
  • 4–6+ years leading teams and complex programs (multi-market).

Technical Knowledge:

  • Cloud (GCP/AWS/Azure), data warehousing/lakehouse, orchestration (Airflow/Cloud Composer), ETL/ELT (dbt or others), SQL and Python.
  • BI and visualization tools (Looker/Tableau/Power BI); experimentation (A/B, geo-tests), basic causal inference.
  • Martech/adtech and analytics integration (e.g., GA4/Adobe Analytics, Campaign Managers, DV/SA/TT, CDP/CRM).
  • Measurement models (MMM, attribution, incrementality) and marketing science methodologies.

Skills:

  • Product thinking, executive communication, and data storytelling.
  • Stakeholder management and project governance (agile/hybrid, OKRs).
  • Languages: Native Spanish and
    advanced English
    for regional interaction and vendor engagement.

Education:

  • Bachelor's degree in Systems, Computer Science, Mathematics, Economics, or related fields. Postgraduate studies/certifications in data/analytics are a plus.

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