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Creative influence agency TMW has appointed Julie Roberts to the newly created position of head of marketing effectiveness. Roberts will lead a dedicated marketing effectiveness team, further bolstering the agency’s strategic offering.

Roberts and her team will work across the spectrum of TMW clients to provide insights into their marketing strategies, showing them how effective their strategies are and how they could be improved. The role involves monitoring, evaluating and reporting on client’s marketing activity, with the results being used to feed into the planning process for future projects. Some of the division’s key outputs include benchmarking, budget optimisation and campaign evaluation.

Roberts brings over 20 years’ of marketing experience to the role, with the last eight of these gained at TMW. Most recently Roberts held the position of head of automotive and prior to that she was digital business development director. This new role feeds into the agency’s ‘Intelligent Influence’ proposition, which offers joined up thinking that is underpinned by intelligence. Roberts will report directly to TMW’s director of strategy Kate Wheaton.

Julie Roberts, head of marketing effectiveness at TMW comments: “It’s fantastic to be offered the opportunity to focus on an area of immense interest and speculation in the communications industry at this moment in time. The daily challenge will be to try and maintain a balance of fact, proof and science without smothering the fluid, intuitive realms of creativity. One of the best challenges yet.”

Published on: 2:54PM on 21st August 2012