Global Head, Media Analytics & Measurement Strategy

The Marketing Analytics vertical within ODDA seeks to equip Mars Marketing Associates with the capabilities needed to optimize and improve marketing campaigns across National Media, Retail Media, Content, Search, Shopper Marketing and Consumer Promotions. Marketing vertical is one of key enablers for global Media 2025 program that drives best practice in biddable, enables integrated consumer journey activations and drives the transition to 100% addressable content.

Example of use cases to work on is media mix modelling, cross-media measurement, search optimization, multi-touch attribution, contextual targeting, audience building and enabling personalization via AI based content generation, scenario planning to optimize margin after conversion and gross sales value ROI for CP/Shopper Marketing spend by ensuring we have comprehensive ROI capabilities that make us better investors short term and long term, household penetration and many more and many more.

Role reports to Global Marketing Analytics Director and is global for media and measurement capability will engage with business users to define right problems, lead data scientists and data engineers (internal as well as external) to drive right product creation. Role is expected to evangelize a data-driven decision-making culture across Mars Wrigley by fostering a hypothesis-driven approach to problem-solving and create value by enabling consumption of advanced analytics.

What are we looking for?

Education & Professional Qualification

• Master's degree in Management, Business Administration, Engineering, Mathematics, and related field

• Significant experience in analytics

• Prior experience with Analytics in the Consumer Packaged Goods Industry

Knowledge/Experience

• Prior experience in marketing and media analytics such as media mix modelling, MTA, digital media performance metrics, A/B testing

• Prior experience in working with tech teams to develop analytical models using multivariate regression and machine learning algorithms

• Analyze large and complex data sources such as Nielsen and SAP

• Experience developing financial models for scenario planning and forecasting

• Skilled at building and managing relationships, including stakeholder management, able to present to senior leadership crafting a compelling story and explaining capability across people, process, systems and data. Ideally working with consumer marketing insights, brand, marketing operations, media, content teams and marketing agencies

• Knowledge of Marketing Analytics and data sources, specifically experience with Google Analytics, Data Studio and Google Tag Manager, SAP, Salesforce, other DSP/DMPs, Shopify, Facebook and Google Ads Manager, Data clean rooms, Consumer data platforms, Audience intelligence platforms, Heatmapping software, Social listening, Retailer Media Platforms etc.

• Knowledge of, and experience using key internal and external consumer data sources including consumer panel data, first party (e.g. e-mails, MAIDs), second party (e.g. Retailer Media, JBP (Meta, Amazon)) and 3rd party (e.g. Kantar, Dynata, Nielsen, IRI).

• Experience building business insights from complex data sets, integrating business strategy to drive actionable recommendations

• Analytics product management and product enhancement through applying design thinking methodologies

• Experience deploying analytical tools and coaching business users to adopt and integrate to their processes to drive data driven decision making in the organization

What will be your key responsibilities?

• Develops and holds product vision for the Media team, is responsible for working with the stakeholders and users to determines what features will be prioritized. Act as the “voice of the customer” within the team to ensure the team “builds the right thing”. Drives continuous improvement across the product lifecycle
  
  Shapes and prioritize backlog, utilizing business expertise and understanding of customer needs, translate requirements into user stories & acceptance criteria

• Balances business value with technical feasibility while prioritizing stories and features, optimizing cost and improving delivery efficiency

• Ensures the products meets relevant…