As the Campaign Measurement Lead, I developed a comprehensive toolkit to enable both global and market teams to evaluate campaign performance holistically against business and communication objectives.

For the first time across Haleon’s global brands, I introduced a unified measurement framework and tracking system. This streamlined performance tracking, allowing stakeholders to seamlessly access insights—from high-level brand health metrics to granular asset-level data, such as View-Through Rates (VTR). The framework also integrated the Expert/Health Care Professional (HCP) program, previously siloed, into the broader performance analysis, providing a more cohesive view of overall impact.

With these tools, senior stakeholders could quickly assess how campaigns were driving key objectives globally, while marketing teams gained actionable insights to engage agencies in optimizing performance.

Additionally, I championed the adoption of a Single Optimizing KPI approach, simplifying performance evaluation and helping teams stay focused on the metrics that mattered most. This initiative demystified measurement and reinforced the importance of aligning KPIs with strategic objectives.

This framework was later adopted as a best practice and further refined by the enterprise-level Global Digital Analytics team.