Director of Media Effectiveness, Medialab
Noel is a marketing effectiveness professional with 12 years of experience spanning both agency and client-side roles across the public and private sectors. He began his career learning the craft of Marketing Mix Modelling at Analytic Partners in Dublin before moving to London. There, he expanded his marketing science expertise on the client side at Burberry and later the Cabinet Office.
As Director of Effectiveness at Medialab, Noel champions a unified measurement approach, integrating Direct Attribution, MMM, and Experimentation to drive a data-driven mindset from planning through to evaluation. His experience covers a diverse range of sectors, including luxury fashion, government, charities, and finance. Noel is passionate about injecting an element of ‘science’ into the ‘artistic’ industry of communications to make it more effective and efficient.
During his time in government, Noel is proud to have worked on the data visualisation slides for the COVID-19 press conferences, an experience that highlighted the real-world effect data can have when communicating to the public. A Chartered Manager with the Chartered Management Institute, he is now keenly focused on how AI can be leveraged to advance the future of marketing effectiveness.