* Strong first-principles thinking — ability to deconstruct complex media and advertising problems from the ground up, without relying solely on existing measurement conventions
* Deep familiarity with the digital advertising ecosystem — platform economics, auction dynamics, audience buying behaviour, digital video metrics and advertiser investment patterns
* Proficiency in market sizing and share of wallet modelling — ability to estimate, proxy and track category-level advertiser spends across platforms using available data signals
* Comfort with financial and revenue modelling — translating market intelligence into AOP inputs, revenue opportunity sizing and scenario planning
* Strong grasp of cross-screen media planning concepts — reach, frequency, cost efficiency, audience duplication and the comparative value of TV vs digital inventory
* Ability to work with large, often imperfect datasets — structuring ambiguous inputs into clean analytical frameworks and defensible conclusions
* Working knowledge of SQL, Excel/Sheets-based modelling or equivalent analytical tools; comfort picking up new data environments quickly
* Influences senior stakeholders with clarity, confidence and data — comfortable presenting to and debating with CXO-level audiences