Senior Data Analytics Expert

3 weeks ago

Mumbai, Maharashtra, India Mindshare Full time

The role of Senior Director – Measurement & Data Science at Mindshare Fulcrum is to provide data-based solutions for brand marketing problems. This involves analytical thinking, number crunching, and articulation of statistical solutions to business answers.

Key Responsibilities

The person in this role will be responsible for:

  1. Organising & analysing data from multiple sources to evaluate the effectiveness of media deployment in driving client's business performance.
  2. Crafting data-driven brand strategy narratives to power centralised planning principles for Unilever brands.
  3. Opportunity to work with brand teams across various categories: from power brands which are household names to innovative new age D2C brands.

This role reports to the Head – Measurement & Data Science.

Goals

In three months, the goals will be:

  1. Complete knowledge of all relevant categories the client operates in, 3rd party research studies, media planning process and various performance reporting templates.
  2. Independently work on putting together standard reports evaluating business and media platform performance.
  3. Liaise with research agency partners to ensure availability of data as per agreed timelines.
  4. Integrate and learn the different streams of analysis the team undertakes to demonstrate business impact of media inputs.
  5. Identify at least 2 areas that the individual would lead and be accountable for.

In six months, the goals will be:

  1. Be the go-to expert within Mindshare Fulcrum on any kind of measurement data which helps in evaluating client's business performance driven by media activity.
  2. Thorough understanding of all relevant tools and processes to be demonstrated in day-to-day work and conversations.
  3. Collaborate with the necessary teams during the course of a workstream pro-actively.
  4. Work on at least 2 projects with minimum guidance.
  5. Presentation of at least 1 new concept / product idea.

In 12 months, the goals will be:

  1. Be fully integrated in the team and lead significant aspects of the practice.
  2. Compete ownership of all the data sources, processing and reporting from a platform/business performance analysis perspective.
Requirements

The ideal candidate for this role should have:

  • Minimum 6 year experience in data analytics (marketing) /quantitative research.
  • Demonstrated ability to build outcome based models and analysis.
  • Sound understanding of media mix modelling, statistical techniques (Regression analysis, Logistic regression analysis etc).
  • Hands on experience in any statistical analysis software (SAS/ R/ Python etc)
  • A good understanding of business performance metrics, brand track measurement, brand lift studies
  • Understanding of tools like Kantar World Panel, BGS
  • Exposure to leading techniques and tools in the areas of Research, Marketing, Brand Planning
  • Ability to interact and relate with broad spectrum of people from different backgrounds.
  • Good team player, Self-Motivated, Resourceful
  • Excellent attention to detail and a commitment to data integrity
  • Strong understanding & passion for brands and consumers
  • Excellent presentation skills / interpersonal communication skills and confidence to deliver thoughts in a structured manner.
  • Exposure to media planning principles and strategy
  • Familiarity with media landscape and terminologies
  • Understanding of various media planning research tools IRS, BARC, TGI, GWI, , ComScore, FB Suite etc
Qualifications

The minimum qualifications for this role are:

  • MBA with engineering, statistics background.
  • 8 + years in data analytics / quantitative research
  • Keen interest in brands, marketing, consumer behaviour and media landscape

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