KERING Head of Marketing Effectiveness

Job description

Kering is a global, family-led luxury group, home to people whose passion and expertise nurture creative Houses across couture and ready-to-wear, leather goods, jewelry, eyewear and beauty: Gucci, Saint Laurent, Bottega Veneta, Balenciaga, McQueen, Brioni, Boucheron, Pomellato, Dodo, Qeelin, Ginori 1735, as well as Kering Eyewear. Inspired by their creative heritage, Kering Houses design and craft exceptional products and experiences that reflect the Group’s commitment to excellence, sustainability and culture. This vision is expressed in our signature: Creativity is our Legacy. In 2025, Kering employed 44,000 people and generated revenue of €14.7 billion.

Your opportunity

The Marketing Effectiveness function answers one question for Kering Group and Brands: where should the next euro of marketing go, and what value did the last one create.

Reporting to the Media & Marketing Effectiveness Director, you will own that answer across digital performance, media and marketing investments, from measurement to implemented budget reallocation, demonstrating the business impact of marketing on traffic, sales, awareness and brand desirability across brands, countries and partners.

You will lead the Group's Marketing Measurement framework (MMM, incrementality tests, brand lift studies, A/B tests, Ad tests), Digital performance governance (golden rules, digital media efficiency, agency steering) and the spend reallocation plans along with the Kering brands' Media, eCommerce and Finance teams.

You will extend measurement to the levers that build desirability in luxury beyond Paid Media: Fashion shows and Events, Talents & Influence, PR, Content, CRM & Clienteling.

Operating at the intersection of marketing, data, and technology, you will build the technology stack that enables dynamic spend reallocation & predictive forecasts, combining automated data pipelines, regularly refreshed marginal return curves calibrated by experiments, scenario simulation and budget optimization, with clear decision rules.
Over time, the ambition goes beyond incrementality: steering marketing on the customer value actually created, measured as margin-based lifetime value, and optimizing it against customer acquisition cost.

How you will contribute

Define and own the strategic vision and roadmap for the Group's Marketing effectiveness framework, and scale it effectively across brands, markets, and marketing disciplines.

Drive change and deliver concrete business impact with strong influence on C-level stakeholders and their teams to drive fast adoption of the Marketing effectiveness framework and the spend reallocation cycle

Run the Group Marketing measurement framework combining MMM agile refreshes at the core, an always-on incrementality testing roadmap, A/B testing across key channels and markets, BLS, ad tests, and continue evolve it towards the best-in-class framework:

Scale MMM capabilities across brands and markets, building a fully connected and dynamic tool allowing media spend reallocation and predictive modeling, along with Kering Technology

Pilot and scale measurement & predictive modeling for non-media levers (fashion shows & events,, talents & influence, CRM, Content)

Sophisticate the marketing framework working with CRM, Kering Technology & Finance teams to develop margin-based LTV and CAC baselines by Brands, market and key channels

Translate measurement outputs into clear, actionable spend reallocation recommendations, balancing short-term sales impact with longer-term brand awareness objectives. Lead insight analysis & recommendations derived from all measurement tools/studies (shared learnings across the Group/Brands/Markets from MMM, incrementality tests, BLS, A-B tests, PCAs, Ad tests etc):

Define and implement ideal reallocation plans across Brands and markets, with impact forecast and measurement in place

Prepare and deliver presentations to C-level stakeholders (CMO, CFO, CDO, GMs etc), framing insights and recommendations to support strategic decision-making.

Integrate all marketing effectiveness results into the Group Marketing dashboard as the single reference for spend decisions

Deliver regular and ad hoc analyses on marketing effectiveness for brands, countries, partners, and cross-functional marketing teams (media, CRM, e-commerce, etc.).

Manage and develop a mixed team of experts with both Marketing/Media & Technical profiles, fostering cross-functional & project-mode ways of working

Who you are

10 to 15 years in marketing effectiveness, ideally including consulting experience, with strong expertise in media and performance marketing (advertiser or agency side) and previous experience in Marketing Mix Modeling.

Visionary and hands-on profile who has already developed sophisticated marketing effectiveness frameworks, ideally including the internalization and scaling of MMM capabilities in an agile way.

Strong command of measurement methods (MMM, incrementality testing, brand lift, A/B tests), with the ability to challenge models and partners.

Proven track record of turning measurement into implemented budget reallocations and driving adoption in a global, multi-brand and multi-country environment, ideally within a group structure.

Experience measuring non-media marketing levers (events, influence, CRM, content); luxury or premium experience is a strong plus.

Solid grounding in customer value analytics (margin-based LTV, CAC, cohort analysis) and experience working with Finance on these metrics.

Experience specifying and deploying measurement and optimization tools with technology teams (data pipelines, scenario simulators, budget optimizers), including build vs buy decisions.

Solid digital media expertise (Search, Social, Programmatic) and experience steering media agencies.

Ability to influence C-level leadership and drive alignment between Media, eCommerce and Finance. Strong oral and written communication skills to turn complex quantitative insights into clear, decision-ready narratives that drive results.

Experience managing mixed teams of marketing/media and technical profiles, setting priorities in a multi-project environment and balancing rigor, speed and stakeholder responsiveness.

Fluent English; French and Italian are a plus.

Why work with us

Kering is committed to diversity and inclusion and to providing equal opportunities in employment. We believe diversity in all its forms – disability, age, color, ancestry, sex, national origin, sexual orientation, age, citizenship, marital status, gender identity, religion – enriches the workplace. It opens opportunities for people to express their talent, both individually and collectively and it helps foster our ability to adapt to a changing world. As an Equal Opportunity Employer, we welcome and consider applications from all qualified candidates, regardless of their background.

·  Full time
·  Europe
·  France