Associate Manager

Overview

This role is with the Global business services arm of Media Center of Excellence (CoE) at PepsiCo.

In this role, you will play a key role in shaping the future of media measurement strategy for PepsiCo, esp. with focus on building an understanding role of media as key Growth Driver thru ROI and related analytics. You will be a trusted advisor to marketing and Insights leaders across key markets for PepsiCo’s portfolio globally - enabling a range of internal and external stakeholders to leverage media mix as competitive advantage, leveraging measurement, insights, as well as process & technology. You will be responsible for providing thought leadership and advice to set a vision for driving PepsiCo media and content effectiveness thru data-driven strategy. You will also play a key role in developing cross-portfolio, cross-markets media investment optimizations capability, driving the vision through a set of focused, tangible and results-oriented activities. You will work with the Marketing and Insights leadership team globally and within AMESA sector to identify best practices in the industry and across all PepsiCo’s brands, providing support to codify and scale best in-class methods that inspire continuous improvement in marketing effectiveness and ROIs.

You will be expected to demonstrate hands-on expertise in building and application of mix models, attribution analytics, performance measurements through application of Data science and advanced analytics

Responsibilities

• Build & codify media performance measurement strategies: Collaborate with internal/external stakeholders to create capabilities, tools and processes to drive best in-class efficiency, effectiveness & sufficiency
• Develop best-practices among all brands and scale lifting and shifting learnings across countries and categories. Enable global and brand teams to leverage tools, capabilities and processes to further media objectives
• Maintenance of existing marketing mix models
• Periodic refresh of existing models across markets and brands
• Periodic model validation to check need for rebuild
• Guiding business with periodic updates
• Building new marketing mix models
• Building new marketing mix models for existing or new markets
• Building any other form of new measurement asset to answer business questions
• Formulate hypotheses, plan and execute statistical models for measurements/ROI analyses, share results with key leaders as well as drive meta-learnings
• Ensuring Statistical robustness of the models and model reads
• Ensure timely build and refresh of the models so that it can help in timely business decisions
• Actively test data science concepts, and technologies that can be scaled across portfolio
• Partner with PepsiCo functional teams, agencies and third parties to ensure acquiring, tagging, cataloging and managing all media, Nielsen and internal data periodically in structured format as needed for measurement statistical models
• Create reusable modeling assets(codes, techniques, functions) to cut short refresh and model build time
• Engage in R&D to try new modeling techniques to ensure faster and better answers to business problems
  
  

• 6-7 years of hands-on data science, model building
• Experience either in boutique analytics consulting or Captive analytics teams
• Hands-on modeler/data scientist
• Experience in translating business problem into analytics framework and vice versa
• Well versed in statistical techniques
• Educational Background- BE/B TECH/ MSC Economics or Statistics