Role Summary
Urban Outfitters' European digital business is growing across paid, organic, and social channels, and we need someone who can make sense of all of it.
This role exists to bring rigour and strategy to how we measure, plan, and allocate our marketing investment across both brand and performance.
You will be the go-to person for understanding what's working and why — building the measurement frameworks, running the models, and translating complex data into clear budget recommendations.
You'll sit at the intersection of brand and performance, ensuring neither operates in a silo and that every pound spent is accountable to a commercial outcome.
What You'll Be Doing
Measurement Architecture
Own and evolve the measurement framework across all marketing channels — paid, organic, social, brand, and performance.
Lead the implementation and ongoing operation of Marketing Mix Modelling (MMM) and Multi-Touch Attribution (MTA) — either in-house or via vendor partnership.
Run incrementality testing to validate model outputs and build confidence in spend decisions.
Ensure measurement approaches are privacy-compliant and future-proofed against a cookieless environment.
Reporting & Brand Metrics
Design and own the single source of truth for marketing performance across the European business.
Report on brand health metrics — awareness, consideration, share of voice — alongside performance KPIs.
Build and maintain LTV reporting by channel and cohort, surfacing insights that connect acquisition investment to long-term customer value.
Translate model outputs into clear, executive-ready narratives for senior stakeholders and Finance.
Budget Strategy & Channel Planning
Use MMM and MTA outputs to inform and challenge channel investment decisions — where to spend, where to pull back, and where the untapped opportunity sits.
Partner with channel leads across paid social, paid search, affiliates, email, and organic to ensure budget allocation is grounded in effectiveness data.
Own the marketing efficiency metrics — ROAS by cohort, CAC:LTV — and use them to drive continuous improvement in spend efficiency.
Contribute to annual and seasonal budget planning cycles with data-backed scenario modelling.
Cross-Functional Partnership
Work closely with Brand and Creative teams to ensure brand investment is measurable and included in effectiveness modelling.
Partner with Finance to align on methodology, build finance-level confidence in measurement outputs, and support budget sign-off.
Collaborate with Data/BI to maintain clean, reliable data pipelines that underpin the measurement stack.
What You'll Need
Essential
Proven hands-on experience with MMM — either building models in-house or managing vendor relationships.
Strong understanding of MTA platforms and their limitations.
Experience building LTV and cohort analysis frameworks in an ecommerce context.
Ability to translate complex quantitative outputs into clear commercial recommendations.
Confident working with both brand and performance teams — comfortable in a briefing room and a data warehouse.
Experience owning reporting across a multi-channel marketing function.
Desirable
Background in retail, fashion, or DTC ecommerce.
Experience working with European multi-market data (currency, seasonality, market mix variation).
Familiarity with incrementality testing methodologies (geo-lift, holdout groups).
Exposure to media agency planning and buying cycles.
SQL or Python skills for data manipulation — you don't need to be an engineer but being able to interrogate data directly is a strong plus.
The Perks
Work-life Balance
Flexible start and finish times.
Bring your dog to work.
Wellbeing
Employees Assistance program to support with mental, physical and financial health.
Fully equipped free gym and on-site wellness room in Brick Lane and 50% discount of external gym memberships.
Private Medical Insurance.
Employee Discount Up to 40% off at all URBN Brands!
Community
One paid day to either volunteer or fundraise for a charity of your choice.
Travel
Cycle to work scheme.
Season ticket loan.
Continued Development
We offer structured support within the business alongside continued learning and development.
Equal Opportunity Statement
URBN is an Equal Opportunities Employer committed to diversity and inclusion.
We provide equal employment opportunities regardless of age, sexual orientation, sex, gender reassignment, pregnancy, marital status, religion, race, or disability.
We base all our employment decisions on merit, job requirements and business needs.