Manager, Marketing Analytics

Company:
Wells Enterprises (a Ferrero Company)

Functional Area:

Retail Sales

The Manager, Marketing Analytics applies analytical methods to help Brand and Insights teams answer specific questions about brand performance, buyer behavior, Total U.S. portfolio health, innovation and marketing effectiveness. The role independently analyzes Circana, NIQ, household panel, point-of-sale, media and quantitative consumer reporting data, and manages specialized suppliers for advanced studies. The Manager translates analytical findings into clear implications and decision support while partnering with established data and reporting teams

• Demonstrate deep fluency in Circana/NIQ and household panel data. Independently analyze brand performance, buyer behavior, household penetration, purchase frequency, brand switching, category participation and Total U.S. market trends. Integrate scan, panel and quantitative consumer reporting such as brand funnel tracking and in-market A/B tests to support data-led marketing decisions.

• Conduct and manage Total U.S. market portfolio analyses that evaluate SKU health, incrementality, cannibalization, duplication, portfolio coverage and product roles across brands and categories. Apply lighter scan and household panel analyses directly and manage external suppliers for advanced assortment and market structure studies. Translate outputs into clear portfolio implications for Brand and Insights teams.

• Use point-of-sale syndicated data and household panel data to assess innovation demand potential, adoption potential, incrementality and sources of volume. Develop or evaluate the consumer demand, adoption and incrementality components of innovation sizing and scenario analyses. Conduct post-launch analyses to assess trial, repeat, cannibalization, incrementality and portfolio impact and identify learning for future innovation decisions.

• Support marketing measurement plans and manage project-based analytics including marketing mix modeling, brand lift, sales lift and experimental test-and-learn studies. Synthesize media KPIs, sales outcomes, behavioral brand health measures and analytical findings into clear assessments of marketing effectiveness and business impact. Build concise presentations that communicate performance, learning and optimization opportunities.

• Support the creation and maintenance of a behavioral-focused brand health tracker using scan, point-of-sale, household panel, media and other agreed quantitative measures. Populate and quality-check assigned analytical inputs and work with reporting partners to incorporate approved measures into established publishing processes. Ensure measures and conclusions are applied consistently over time.

• Select appropriate methodologies, develop supplier briefs and manage specialized partners conducting marketing mix, Total U.S. assortment, market structure and other advanced analytics studies. Steward project scope, timing, budget and quality and ensure outputs answer the defined marketing question. Communicate assumptions, limitations and findings clearly to stakeholders.

• Bachelor’s degree in Marketing, Analytics, Business, Economics, Statistics, Market Research or a related field required. Advanced degree preferred.
• Five or more years of experience in marketing analytics, category analytics, consumer analytics, revenue growth analytics or a related CPG analytical role.
• Experience working for a consumer packaged goods manufacturer is preferred.…