Senior Manager - Marketing Data And Analytics

Overview

The scope of the role is to own all Paid Media Marketing analytics priorities, investment requirement/strategy for the ecommerce marketing team, from forecasting/budgeting analysis, to post-campaign reporting, to all data collection/input/validation of ROI engine/MMM models. This role works closely with eComm Performance Marketing teams, Merchandising teams and the sales team within GCC and eCommerce Marketing & Key Account Management teams within markets. This role will perform quarterly deep dive analysis on performance marketing campaigns vs agreed KPIs and in particular iROAS which will critically make recommendations on how to optimize the eComm marketing strategy & A+M budgets required to drive Pepsico growth. This role will also lead Retail Media ecomm sufficiency modelling and Retail Media effectiness Model for incrementality measurement.

Responsibilities

• Overall, this role partners closely with several teams eComm Omni Marketing, eComm Brand Marketing, and eComm Search marketing teams to conduct regular and ad hoc analysis to better drive media investment and optimization decisions geared towards incremental growth for the eCommerce business.
• Partner with Customer & Brand Marketing teams on various analysis: A/B testing, Campaign impact measurement, Investment strategy, Financial forecasting, and retailer data partnerships.
• Partner with Data Science and Tech teams to consult on retailer data warehousing and architecture, automated reporting/dashboards, and ROI engine.
• Lead ROI Engine process on behalf of eComm Marketing – collect, clean, and submit all Customer and Search Marketing campaign data; validate data and reporting output at various stages of ROI Engine model.
• Lead sufficiency modelling to feed into critical PEP processes i.e. AOP
  
  

• Bachelor’s degree in a quantitative field (e.g. statistics, economics, mathematics, business administration, marketing); Masters degree preferred.
• 8+ years of experience in marketing/media strategy & analytics and measurement; preferably in the CPG/FMCG space with a good understanding of eCommerce .
• Experience in omnichannel marketing, attribution, A/B and Multivariate test design and implementation, and ROI measurement
• Robust experience in the languages of data manipulation (e.g. SQL, R) and in visualization (e.g. Tableau, Datorama)
• High proficiency in Microsoft Excel and PowerPoint. Mastery of data, ingest, manipulate and model data
• Strong organizational skills, with the ability to effectively manage projects and communicate effectively
• Strong communication skills (both written and verbal) and the ability to distill complex ideas down to clear and concise business findings and recommendations
• Requires a high level of regular/daily interaction and co-ordination with several teams
• A positive, pragmatic attitude and deliver consistently with impeccable attention to detatil and deadlines, high degree of accountability while working independently, ability to deal with ambiguity