Halo Project Lead/Editor of the WFA Cross Media Measurement Playbook

Halo Project Lead/Editor of the WFA Cross Media Measurement Playbook


Job locationUK or East Coast Northern America

Region of responsibilityGlobal

Description*About WFA:*
We are the voice of marketers worldwide: WFA represents 90% of global marketing communications spend, roughly US$900 billion per year. Through membership, we connect over 140 of the world's biggest multinational companies and national advertiser associations in more than 60 markets. This way we bring together tens of thousands of brands at local level. Together, we create a global network which offers a unique source of leadership, expertise, and inspiration.

*About our team:*
We are a team of 30 with headquarters in Brussels, and offices in London, New York and Singapore. Our team is made up of highly motivated people of a variety of nationalities.

In an increasingly global marketing world, our organisation has experienced excellent growth recently, with the membership doubling in the past 5 years.

*About WFA’s Cross-Media Measurement work:*
To address the problem of disparate and numerous media channels that prevent advertisers having a coherent view of consumers, in 2019 WFA published its Industry Principles for Cross-Media Measurement.

The objective was to build alignment among global stakeholders, in order to solve a ‘North Star’ challenge: how can global advertisers and national advertiser associations better count unique (un-duplicated) people across all formats, publishers, platforms and media…

● in a consistent and continuous/always-on fashion;
● enabling full-lifecycle measurement across campaign planning and reporting;
● with accuracy and scale (measuring all impressions, not just a sub-set);
● in a full-funnel approach (reach & frequency also but also outcomes reporting);
● while strictly respecting user privacy and while limiting excess frequency of exposure of consumers to the same ad.

The WFA Technical Framework was developed to deliver against the North Star. A number of members oversaw the development of the Framework, including: ABInBev, ACA (Canada), ANA (US), Coca-Cola, Deutsche Telekom, ISBA (UK), Mastercard, P&G, PepsiCo, Nestle, Unilever, WFA.

We have been providing a forum for a number of global companies to collaborate. This is the Halo programme. The mission is to write open-source software code for the key Framework components which would be common to each local deployment.

In addition to the above advertisers and national advertiser associations, contributors currently include digital platforms such as Google, Facebook and TikTok; and measurement organisations such as ComScore, VideoAmp and Kantar. The first instances of these technical components are being tested in trials in the US and UK.

On the back of these trials, WFA expects participation in these working groups to expand in industry breadth as well as geographical representation, as other local markets seek to deploy the same technology.

*About the role:*
We are looking for a project leader to assist with the production of a local market ‘Playbook’. This document will assist local markets in the launch of the WFA-based measurement services in the US, UK, and other countries.

The immediate focus is to help establish a new workstream focused on Legal, Commercial and Governance, with a view to producing material for the Playbook from the group.

The Playbook should also include technical and audit documentation from existing workstreams. This person would work hand-in-hand with Tejash Natali, the project leader for the existing technical and audit workstreams in Project Halo, with both roles reporting to Matt Green, Director, Global Media Services at WFA.

The successful candidate will:
● Run the Legal, Commercial and Governance workstreams, composed of multiple different external parties;
● Act at the 'commissioning editor' of the Playbook, soliciting and managing contributions from the appropriate parties across all the workstreams;
● Facilitate the drafting of the playbook with input from other parties;
● Ensure that all contributions are coherent and consistent in their terminology and messaging;
● Educate new markets on how to use the Playbook in service of rolling out the WFA service;
● Co-ordinate the iterations of the Playbook in the light of developments of the Halo core offering and the local market variation and innovation.

With contributions from participating companies, the Legal Workstream will:
● Partner with stakeholders to define common glossary key terms and definitions to be used consistently in all WFA-Halo documentation whether legal, technical, or commercial;
● Define contractual frameworks, including service level agreements, to be used between the parties implementing the WFA CMM model in a local market, by enabling a common approach across markets where appropriate, to save time and legal expenses.

The Commercial Workstream will:
● Define the cost variables required to implement the WFA cross-media measurement solution in market;
● Educate new markets on the significance and application of these cost variables, so that local governance bodies/measurement companies can decide on the best configuration for their market.

The Governance Workstream will:
● Provide guidance on the possible governance frameworks that will meet the requirements to administer a WFA compliant measurement service.

*Desired Experience/Skill:*

● Experience running or working on complex multi-stakeholder projects;
● Strong ability to write clearly and concisely;
● Experience writing legal contracts and/or technical documentation.

● Experience working with large multi-national companies as well as local markets;
● Knowledge of the media/advertising ecosystems and related technologies.

*Personality Fit:*
To fit the culture of the WFA and Project Halo, the successful candidate must:
● Be detail-oriented and organised with a desire for coherence in communication;
● Be comfortable rolling up their sleeves and getting involved in the project. Also, comfortable dealing with problems, and managing projects toward a deadline;
● Be warm and engaging, working with a broad range of contributors from technical, product, commercial and legal backgrounds;
● Be a proactive communicator, who reaches out and fosters engagement across the participants;
● Be able to manage stakeholders by establishing boundaries and pushing back.

*Our offer:*
- A competitive salary and benefits package;
- The opportunity to join a dynamic, and ambitious team;
- A stimulating work environment in a fast-growing global organisation.

If you feel like this could be the role for you, please apply by emailing us your CV and cover letter to jobs@wfanet.org.

*We reserve the right to keep CVs and cover letters for six months and contact potential candidates should other positions arise. After six months, we will delete all information relating to corresponding candidatures.*

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