Senior Manager - Analytics - Marketing Analytics/Marketing Spend Effectiveness

Job Description

Job Title: Analytics Senior Manager

Analytics Domain: Marketing Spend Effectiveness

Location: Bangalore

Reporting to: Director

1. PURPOSE OF ROLE

- Analytics execution lead for end-to end data management, marketing mix modeling 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

2. KEY TASKS AND ACCOUNTABILITIES

- Include the day-to-day as well as longer term

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

- 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 (10)

- Effectively partner with Solutions & Connections teams to help guide 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 training team

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

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

- Work with internal clients 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

3. BUSINESS ENVIRONMENT

This is a highly visible global analytics leadership role with tremendous potential to help drive organic value creation in a very fast paced entrepreneurial business environment

Main Characteristics:

- Work with internal clients to understand their business problems, map them against possible data sets, develop analyses, and provide insight 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

- Evaluation Criteria (Targets):

- Projects delivered on time, in budget and without business disruption

- Project final analysis and deliverables signed off by stakeholders

- Final analysis implemented and delivering the expected results

4. QUALIFICATIONS, EXPERIENCE, SKILLS

At least a Master of Science in STEM disciplines

Professional qualifications and accreditation/memberships required:

10+ years of hands on relevant experience managing business intelligence and analytics teams

Previous work experience desired

- Experience in hands on marketing mix modelling, ETL & reporting solutions

- Experience in building and maintaining data warehousing and BI solutions

- Experience in managing teams that check the integrity and accuracy of data

- Experience in leading & mentoring/training small teams

- Experience in CPG company strongly preferred

Language skills required

- English (Fluent), Hindi (moderate fluency)

- IT skills required

- Strong knowledge & application of SQL, SAS, R

- Advanced Excel skills, Excel Macros desirable

- Data visualization tools like Qliksense (preferred) or tableau

5. ORGANISATIONAL CHART

This is Marketing Spend Effectiveness Practice Area Lead

This role will be responsible for performance measurement of entire marketing package (3+ billion dollars) and expected to generate 100+ MM USD in efficiency and Media ROI improvement