Marketing Measurement Manager

3 weeks ago

Hyderabad, India PepsiCo Full time
Overview

This is a key role in leading eComm marketing data, measurement and analytics workstreams across Latam markets. This role works closely with marketing and business partners to develop KPI and reporting standards to support the measurement and optimization of our eComm marketing role develops reporting solutions, tools, frameworks and models that can be replicated across markets.

Additionally, this role will partner with business stakeholders (marketing & sales), media agencies, and DTX teams to design and execute experiments, report on key metrics to demonstrate how media channels are driving customer and business value. These efforts will help stakeholders understand effectiveness of eComm marketing efforts and provide insights what can be done to improve business results to drive growth. This work will be critical to help improve the value driven through eCommerce platforms by generating performance insights and translating those insights into actionable recommendations that deliver incremental business value.

Responsibilities

Marketing Effectiveness

Execute on a strategic roadmap for marketing effectiveness (marketing measurement, simulation/forecasting methods, scenario planning) that drives business outcomes. Employ marketing analytics to align online and offline views of channel performance (MMM, multi-touch attribution, test & control) into a holistic, cross-channel view of marketing performance and attribution and generate insights that inform decisions. Support markets in gathering necessary data required to participate in the ROI Engine Advise on optimization strategy, accurately sizing opportunities

Campaign measurement, optimization

Define campaign objectives ( performance vs. awareness) and develop cross-channel measurement plans and KPIs to ensure campaign results are measurable and actionable. Evolve and accelerate measurement practices, including novel test designs that ensure incremental learnings Drive the development and adoption of a suite of measurement/forecasting/data products to enable effective decision making on marketing at scale. Continually evolve and improve marketing analytics and optimization models (working closely with data science team) to adapt to changes in the business landscape Develop replicatable models, tools and templates that can be deployed across markets (, eComm Sufficiency Model). Partner with DTX to develop solutions to make the tools more efficient and scalable.

Business Partnerships

In partnership with business-facing members of the eCommerce team, leverage marketing performance insights to bring new business opportunities for eCommerce business Lead buildout of performance reporting dashboards that scales with our growing global business. Work through tagging and data integrity issues with cross functional stakeholders in Engineering and Channel teams. Present insights and associated recommendations to cross functional stakeholders. Support asks for ad hoc analysis to inform business decisions and marketing budget allocation Qualifications

5+ years' experience marketing effectiveness, performance analytics. Consulting firm background preferred

3+ years of technical experience in statistics and modeling using R, Python, SAS within large-scale computing environments and datasets.

Bachelors degree in business, economics, data, strategy or related field

Experience in marketing effectiveness, performance analytics. Consulting firm background preferred

Hands-on measurement of digital marketing channels and ecommerce.

Proficient in querying and extracting data from various data sources using SQL, SAS and other data management tools.

Experience with BI report development tools such as Tableau preferred.

Prior digital marketing or eCommerce experience preferred

Ability to communicate, collaborate, and influence effectively at all levels of the organization

Excellent written and verbal communication skills, Powerpoint and deck writing skills

Excellent project management and prioritization skills

Strong critical thinking and problem-solving skills

Excellent computational skills, , advanced Excel, Tableau, SQL/coding skills preferred

Results-oriented strategic thinker who demonstrates a bias for action with a can-do approach

Team player with the ability to excel in an agile, collaborative, ambiguous environment

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