Analytics Engagement/business Translation
1 month ago
Through ODDA, we deliver connected insights across the entire demand ecosystem leveraging machine learning, AI and new cutting-edge technologies, solving complex challenging problems. We empower our Associates with the right data, tools, and capabilities so they can take decisive action, maximizing value and making a meaningful impact on our consumers, our customers and our business.
The Marketing Analytics vertical within ODDA seeks to equip Mars Marketing Associates with the capabilities needed to optimize and improve marketing campaigns across Media, Content, Search and CRM and shopper marketing consumer promotions optimization. Marketing vertical is one of key enablers for global Media 2025 program that drives best in biddable, enables integrated consumer journey and drives 100% addressable content. Example of use cases to work on is media mix modelling, cross-media measurement, search optimization, multi-touch attribution, contextual targeting, audience building and enabling personalization via AI based content generation, scenario planning to optimize margin after conversion and gross sales value ROI for CP/Shopper Marketing spend by ensuring we have comprehensive ROI capabilities that make us better investors short term and long term, household penetration and many more and many more.
Product strategy lead role reports to Global Marketing Analytics Director and is global with regional focus depending on candidate location and experience (North America, China, Global Emerging Markets and Europe) will engage with business users to define right problems, lead data scientists and data engineers (internal as well as external) to drive right product creation. Role is expected to evangelize a data-driven decision-making culture across Mars Wrigley by fostering a hypothesis-driven approach to problem-solving and create value by enabling consumption of advanced analytics.
Key Responsibilities
Lead and build Advanced analytics capabilities, focusing on Media, Content, Search and shopper marketing consumer promotions optimization.
Deliver consumer data analytics and measurement to allow business to understand real-time performance and act at pace on marketing campaigns including digital
Lead complex analytical projects which lead to actionable direction within the marketplace, challenging status quo in the market
Work with key business stakeholders to understand their challenges and formulate business problems using and constantly building knowledge of marketing and performance marketing including agency model, applying entrepreneurial can-do attitude
Ideate and build early perspectives on actionable insights to the problem and work with the decision science team to prove/ disprove the hypothesis, continuously iterating as new information and/or insights come to light
Shape and prioritize backlog, utilizing business expertise and understanding of customer needs, translate requirements into user stories & acceptance criteria
Translate the model outcomes into insights/ business terms via strong understanding of the various statistical techniques
Help the decision science team with business context and provide necessary feedback during the analysis phase to ensure the outcomes deliver insights that are needed by the business
Work with business stakeholders, DevOps and Data engineers to develop processes and tools to monitor and analyze model performance and data accuracy.
Leverage the Mars Digital Engine Framework to Find the problem using user centric approach (Design Thinking), Solve it using Advanced Analytics and Machine learning, Automate the solution to scale while delivering in an agile manner
Enabling & refining the operating model for one demand advanced analytics in partnership with global and in market stakeholders
Collaborating with functional experts and technology teams on an ongoing basis to ensure quality delivery for the global digital transformation program
Ensure knowledge and best practices sharing across segments and markets to ensure reusability and improving analytical maturity
Stay connected with external sources of ideas through conferences and community engagements
Job Specifications/Qualifications
Bachelor\xe2\x80\x99s degree in Management, Business Administration, Engineering, Mathematics, and related field. Advanced degree preferred
Overall, 2+ years of experience; Minimum 1 year of experience in analytics
Minimum 1 year of Analytics experience in the Consumer Products Good Industry
Skilled at building and managing relationships, including stakeholder management, able to present to senior leadership crafting a compelling story and explaining capability across people, process, systems and data
Experience in demand side analytics for a CPG like media mix modelling, strategic consumer promotions and retailer dynamics, ideally working with consumer marketing insights, brand, marketing operations, media, content teams and marketing agencies
Knowledge of Marketing Analytics and data sources, specifically experience with Google Analytics, Data Studio and Google Tag Manager, SAP, Salesforce, other DSP/DMPs, Shopify, Facebook and Google Ads Manager, Data clean rooms, Consumer data platforms, Audience intelligence platforms, Heatmapping software, Social listening etc.
Shopper marketing and direct consumer promotion knowledge
Knowledge of, and experience using key internal and external consumer data sources including consumer panel data, first party (e.g. e-mails, MAIDs), second party (e.g. Retailer Media, JBP (Meta, Amazon)) and 3rd party (e.g. Kantar, Dynata, Nielsen, IRI).
Minimum 1 year of experience in developing analytical models using multi variate regression and build machine learning algorithms using data science experience
Generate business insights applying design thinking and driving data driven decision making
What can you expect from Mars?
Work with over 130,000 like-minded and talented Associates, all guided by The Five Principles.
Join a purpose driven company, where we\xe2\x80\x99re striving to build the world we want tomorrow, today.
Best-in-class learning and development support from day one, including access to our in-house Mars University.
An industry competitive salary and benefits package, including company bonus.
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