Mondelez - Analytics Manager - Marketing & Sales Data

Role Description:

This position is critical to drive the Growth Analytics agenda across categories & functions for India BU. The individual will be responsible for engaging with critical stakeholders in the India BU, such as Marketing, Insights, CX, Sales, etc.

The individual will come with 8-11 years of work experience in Analytics as below:

- Master's Degree required. MBA preferred, MS/MTech minimum.

- Focus on creative/media insights & analytics in a client organization or creative/media agency.

- Passion for the media industry and a broad spectrum of knowledge about the media insights & analytics space, including familiarity with leading-edge practices & vendors.

Key Skills & Competencies:

- Intermediate to advanced coding understanding, familiarity with programming languages such as VBA/ R / SQL / Python, etc.

- Strong fundamentals and hands-on experience in modelling methodologies (Logistic and HB regression, segmentation, ML techniques, RFM, etc.), statistics, Digital/Ecommerce Attribution Models, data analysis and visualization

- Good understanding of AI/ML to be able to conceptualize new unlocks for the India BU.

- Prior experience with E-commerce Analytics is a plus.

- Strong understanding of new age analytics like Google Analytics, First party data analytics through CDP / CRM tools, etc.

- Self-starter with strong action bias, collaborative and "drive towards consensus" skills and orientation, comfortable with ambiguity esp. in a highly matrixed set-up,

- Strong interpersonal and communication skills, with ability to clearly guide the agencies on creating meaningful presentations, impactful storyteller, effectively "translate" business questions into analytics solutions, "reverse translate" analytics outputs into clear business actions.

- Strong expertise in leveraging data, analytics & insights. Ability to fuel creative insights, recommendations, and actionability by blending disaggregated data sources to create comprehensive viewpoints to answer business imperatives.

Key Responsibilities:

- Participate in Brand/Category team meetings whenever possible and proactively engage with Brand, Category, and other functional teams (CX, RGM, etc.) to identify any Marketing Analytics requirements / questions.

- Drive ROI excellence across key brands and categories for India BU.

- Develop, optimize, and measure the impact of paid, owned & earned media (TV, digital, social, eCom/DTC, sponsorships, etc.)

- Measure both short-term sales and long-term brand health (penetration, equity, and pricing power) and the contribution of media and other marketing levers in driving this. Provide guidance on optimizing A&C investment across the marketing mix.

- Post-flight evaluation/analysis of business & brand impact (including Marketing Mix Modelling, Multi-touch attribution and Return on Investment)

- Responsible for conducting all MMM studies for guiding marketing and media investments that feed into annual contract plans.

- Work in partnership with the Global I&A to advance the maturity of measurement models, focus on agility and actionability, and ensure that India BU continues to be the global leader torchbearer in MMM practices.

- Challenge the agencies during the model review stage to maximize and optimize learnings with the context of strong business acumen and current business realities.

- Challenge the status quo and drive comprehensive, end-to-end thinking about marketing effectiveness measurement frameworks, deploy the same in action by working with required analytics and agency partners.

- 'Integrate' self with brand managers across categories to maximize opportunity. Work closely with Insights counterparts and Nielsen RMS data to stay current on various trends and evaluate impact of various elements such as media, pricing, base business, ATL/BTL executions, competition effects, etc.

- Prioritize and align on the questions with category team on the scope for analytics. Create project plans and charters with clear deliverables and milestones.

- Have a good understanding of 3rd party syndicated data such as Nielsen RMS, Kantar HHP, EuroMonitor, other syndicated / secondary sources to integrate these into analytics solutions. Connect the dots to inform clear results, findings, recommendations, and actions.

- Drive the demand and consumption forecasting modeling and accuracy monitoring frameworks.

Key KPI's:

- Driving ROI & Effectiveness Excellence in the BU

- Timely delivery of commitments FTR (First Time Right)

- Familiarity with modelling principles to build, deploy and maintain indigenously developed growth / forecast / segmentation models and monitoring frameworks.

- Growth Analytics Innovation and new thinking around Google Analytics, 1P data analytics via CDP / CRM platforms, E-Comm Analytics, etc.

- Manage Analytics budget and associated activities (billing/invoicing, PO generation, etc.)

- Others to be defined based on annual business and individual goals.

Key Interfaces & Stakeholders:-

Internal:

- India BU teams - Category, Brand, Media/CX, Sales, RGM, Finance, Vendor/Procurement teams

- Global - Global COE, Global I&A, Analytics counterparts in other regions/markets/BUs

External:

- Research and Analytics agency partners

- Data, Media, Digital agency partners