Sr Consultant

This role is for one of Weekday's clients
Salary range: Rs 1000000 - Rs 2000000 (ie INR 10-20 LPA)
Min Experience: 6 years
Location: Bengaluru
JobType: full-time

Requirements

We are seeking a highly skilled and experienced Senior Consultant – Market Mix Modelling (MMM) to join our advanced analytics team. The ideal candidate will bring deep expertise in Market Mix Modelling, Python, SQL, and AI/ML applications with a strong focus on delivering data-driven insights to optimize marketing investments and strategies. This role is critical in helping business leaders understand the impact of their marketing activities, optimize spend allocation, and improve ROI across channels.

The Sr. Consultant will lead projects end-to-end, including scoping, model building, diagnostics, insights generation, and business presentations. The position also requires close collaboration with cross-functional stakeholders such as marketing, sales, finance, and strategy teams.

Key Responsibilities

- Market Mix Modelling (MMM):

- Lead the design, development, and deployment of MMM models to measure marketing effectiveness.
- Build both short-term and long-term models to evaluate immediate campaign outcomes and long-term brand/market impacts.
- Perform scenario planning, forecasting, and simulations for marketing strategies.

- Data Analytics & Engineering:

- Work extensively with Python for data wrangling, model building, statistical analysis, and visualization.
- Use SQL to extract, transform, and validate large datasets from multiple sources.
- Ensure data quality, consistency, and readiness for modelling purposes.

- Statistical & Machine Learning Models:

- Apply advanced statistical modelling techniques, AI/ML algorithms, and diagnostics to evaluate the accuracy and stability of MMM models.
- Incorporate evolving techniques such as Bayesian methods and AI-driven MMM for scalability and automation.

- Optimization & Budget Allocation:

- Develop optimization frameworks for media mix, budget allocation, and spend efficiency.
- Provide recommendations on how to reallocate spend across channels to maximize ROI.

- Business Insights & Communication:

- Translate complex data and model outputs into clear, actionable insights for business leaders.
- Collaborate with retail business, marketing, and finance teams to ensure MMM outputs align with real-world KPIs and objectives.
- Present findings through impactful dashboards, reports, and presentations.

- Campaign & Retail Business Understanding:

- Partner with marketing teams to assess campaign planning, performance measurement, and strategic decision-making.
- Provide PCA (Post-Campaign Analysis), RCA (Root Cause Analysis), and deep-dive insights into campaign effectiveness and customer behavior.

Core Competencies & Skills

- Technical Expertise:

- Strong programming skills in Python (data processing, modelling, visualization).
- Proficiency in SQL for data management and querying.
- Hands-on experience with AI/ML frameworks applied to MMM.

- Domain Knowledge:

- 5–8 years of direct experience in Market Mix Modelling with a proven record of delivering business impact.
- Familiarity with retail business, media channels, and campaign planning.
- Strong understanding of business KPIs such as ROI, sales lift, churn, and brand equity.

- Analytical & Business Acumen:

- Expertise in statistical modelling, diagnostics, and interpreting marketing impact.
- Deep knowledge of optimization techniques for media mix and budget allocation.
- Ability to balance technical depth with business storytelling.

- Soft Skills:

- Strong analytical thinking and problem-solving abilities.
- Excellent communication skills with the ability to influence senior stakeholders.
- Collaborative mindset to work with cross-functional teams.

Qualifications

- Bachelor's or Master's degree in Statistics, Economics, Data Science, Computer Science, or related fields.
- 6+ years of relevant experience in MMM, data science, or advanced analytics.
- Strong track record of applying MMM to retail and consumer-focused businesses.

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