Data Science
4 weeks ago
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 analyticsResponsibilities
Build & codify media performance measurement strategies: Collaborate with internal/external stakeholders to create capabilities, tools and processes to drive best in-class efficiency, effectiveness & sufficiencyDevelop 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 objectivesMaintenance of existing marketing mix modelsPeriodic refresh of existing models across markets and brandsPeriodic model validation to check need for rebuildGuiding business with periodic updatesBuilding new marketing mix modelsBuilding new marketing mix models for existing or new marketsBuilding any other form of new measurement asset to answer business questionsFormulate hypotheses, plan and execute statistical models for measurements/ROI analyses, share results with key leaders as well as drive meta-learningsEnsuring Statistical robustness of the models and model readsEnsure timely build and refresh of the models so that it can help in timely business decisionsActively test data science concepts, and technologies that can be scaled across portfolioPartner 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 modelsCreate reusable modeling assets (codes, techniques, functions) to cut short refresh and model build timeEngage in R&D to try new modeling techniques to ensure faster and better answers to business problemsQualifications
6-7 years of hands-on data science, model buildingExperience either in boutique analytics consulting or Captive analytics teamsHands-on modeler/data scientistExperience in translating business problem into analytics framework and vice versaWell versed in statistical techniquesEducational Background- BE/B TECH/ MSC Economics or Statistics
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