Senior Analytics Manager - Marketing Spend Effectiveness - FMCG

Sr Analytics Manager (Marketing Spend Effectiveness)

Analytics execution lead for end-to end data management, marketing mix modelling, brand forecasting and insights generation

- Manage and maintain large data sets to ensure high quality of data for analyses

- Translate complex analyses leveraging large datasets into insights and actions

- Manage results and present back to key business partners at all levels of organization (Director / VP / CMO)

- Manage analytics team members and talent pipeline

- Manage 3rd party vendors as/if required

- New Analytics Discovery: track and actively propose new methods and concepts to address key business questions

KEY TASKS :

Lead Global Media & Sponsorship ROI Measurement routine & R&D in assigned markets (top 15-20 markets)

- Lead R&D on return on equity measurement (ROE) globally

- Lead Global Media Spend Optimization as part of optimal resource allocation

- Become an SME in media ROI drivers for both traditional and digital media

- Owns coordination of global learning consolidation of Media ROI insights / research guidelines (meta-analysis) for effective dissemination to all levels of organization for GHQ and Zones (9)

- Effectively partner with Insights, Solutions, Sales, Marketing teams to help guide ABI data strategy to better monetize existing data assets and help acquire new ones

- Develop & implement Marketing Analytics training program for zones and GHQ together with ABIU training team

- Effectively manage existing vendor relationships & help create new ones as needed

- Continue to think ahead of measurement curve and advance ABI marketing analytics roadmap development-multi touch attribution, effective media targeting, etc.

- Work with internal clients at ABI to understand their business problems, map them against possible data sets, develop analyses,, and provide insights back to the business based on those results

- Summarize insights and recommendations to be presented back to the business

- Use innovative methods to continuously improve the quality of the analytics

- Be passionate about the beer industry and results oriented about your work

- Show curiosity, optimism and above all act as an owner