Analytics Manager, SEA

Job Description

Are You Ready to Make It Happen at Mondelēz International?

Join our Mission to Lead the Future of Snacking. Make It With Pride.

The SEA Growth Analytics Manager is part of the broader SEA Insights & Analytics (I&A) Team which also includes Country Insights and Analytics, and Equity and Innovation Insights. This position will work under the Growth Analytics and Shopper COE sub-team who will provide Prescriptive Analytics that drive agile fact-based decisions and business growth in SEA. Specifically, this position is expected to establish, strengthen and advance key Analytics pillars namely:
Marketing-Media Analytics, Pricing & Strategic Analytics, Forecasting, and Business Intelligence. This position requires the right balance of analytics skills and business acumen and strong ability to communicate and partner with other functions, along with strong leadership qualities. This role will require close collaboration with other functions:
Category Insights, Marketing, Media, Finance, Category Planning & Activation, RGM (Sales).

How you will contribute

Responsibilities:

Business Optimization

• Promotes the use of advanced modelling and analytics in order to improve the return on marketing investments and to develop fact-based plans for the key Brands Generates and communicates the learning on application of analytics to business issues and is responsible for the identification of general principles that guide the investment of marketing & trade spend and pricing strategies.
• Leverages the analytic tools in conjunction with the BU portfolio to inform opportunities on the distortion of resources across Categories/Brands Provides consolidated reporting for in-market performance and forecasts.

Market Mix Modeling (MMM)/ Planning & ROI

• Independently manage multiple Marketing Mix Modeling projects which are identified as key priorities in the SEA.
• Prepare & present regular ROI analyses, with actionable insights and opportunities, to relevant BU stakeholders Collaborate with Media Team, in Portfolio Advertising Spend optimization and distortion analysis based on MMM learnings across categories in SEA and potentially support Global Growth Analytics for any broader advertising optimization exercise.

A&C/Trade ROI Measurement

• Continuity, Consistency & Comparability Ensure Good ‘Science’, advanced statistical, calibrated Econometric Modeling Harmonized key metrics, definitions, inputs to enable “apples to apples” comparison across brands, markets on ROI’s, drivers of growth Cover business/brand drivers holistically ensuring sufficient granularity (especially Media mix, Price & Promo, NPDs)

Pricing Analytics

• Independently manage multiple Pricing Research or Price Pack Architecture Analyses based on identified priorities and needs in SEA.
• Utilize core PPA tools such as Mekko Charts, Threshold and Quartile analyses and run Pricing Simulators to flesh out and measure key PPA opportunities in SEA.

Category Forecasting

• Forecast category growth for next 1-4 yrs leveraging the current best model/framework.
• Working with cross-functional team to align and understand the trends and assumptions and then integrate category forecast in Annual Plan and Strategic Plan.
• Validate the category growth forecast and identify opportunities to better recalibrate current models.

Continuous Improvement & Innovation in New age analytics

• Develop category knowledge, ROI, Media optimization learnings from MMM and Portfolio optimization opportunities and enhance inputs to Brand Drivers modeling, ROI measurement & Optimization capability
• Continuous process improvement to reduce cycle time & costs across all elements of the MMM process – esp. data collection, modeling
• Understands and is able to drive social listening skill set within the team and use social listening tools to analyze and share inputs for the growth agenda of the BU.
• Is able to forecast new product volumes accurately.

Communication:

• Communicate all learning and insights in a compelling way to drive action:
  Ensure presentations and reports are clear, timely and inspiring as well as actionable. Influence BU Teams. Build management confidence in recommended actions with appropriate…