Executive Manager - Marketing Data And Analytics

PepsiCo; Hyderabad; On-site; INR 2,600,000 - 3,800,000; Full time

Job summary

PepsiCo seeks an experienced analytics leader to partner with US-based eCommerce Marketing, driving analysis from forecasting to post-campaign reporting. You will own ROI engine data, collaborate with eComm Brand/Customer Marketing and ROI Engine teams, and guide investment strategy to optimize media spending.

The role blends consulting with execution, requiring deep analytics, data validation, and strong communication across cross-functional teams to deliver actionable business insights and

Qualifications

• Bachelor's degree in a quantitative field; Masters preferred.
• 10+ years of experience in marketing analytics and measurement, preferably in the CPG/FMCG space and for a global company in the digital media space.
• Experience in omnichannel marketing, attribution, A/B and Multivariate test design and implementation, and ROI measurement.
• Robust experience in data manipulation languages (e.g. SQL, R) and in visualization (e.g. Tableau, Datorama).
• High proficiency in Excel and PowerPoint; mastery of data manipulation, ingest, and modeling.
• Strong organizational and communication skills with ability to manage projects and deliver insights.
• Strong cross-functional collaboration and ability to educate/influence partners.

Responsibilities

• Partner with multiple eCommerce marketing teams to conduct regular and ad hoc analysis to optimize media investment and growth.
• Collaborate on analyses: A/B testing, campaign impact, investment strategy, forecasting, and retailer data partnerships.
• Work with Search Marketing on incrementality experiments and ROI recommendations.
• Coordinate with Data Science and Tech on data warehousing, automated reporting, and ROI engine outputs.
• Lead data collection, cleaning, and validation for ROI Engine and RMN sufficiency modeling for AOP.

Skills

Quantitative degree

Marketing analytics

CPG/FMCG experience

Omnichannel marketing

A/B testing

Multivariate testing

SQL

R

Tableau

Datorama

Education

Bachelor's degree in quantitative field

Master's degree preferred

Tools

SQL

R

Tableau

Datorama

Job description

Job Description:

Overview

This is the primary Analytics partner that supports the US-based eCommerce Marketing team.
This role owns all analytics requests and priorities, investment strategy for the marketing team, from forecasting/budgeting analysis, to post-campaign reporting, to all data collection/input/validation of ROI engine models. This role works closely with, eComm Search marketing eComm Customer Marketing, eComm Brand Marketing, and the ROI Engine team. How do we partner with our customer to push capabilities from measurement and analytics POV. Improve internal capabilities but also get external inputs on what other tools and strategies we use

Responsibilities

• Overall, this role partners closely with several teams eComm Customer Marketing, eComm Brand Marketing, and eComm Search marketing teams to conduct regular and ad hoc analysis to better drive media investment and optimization decisions geared towards incremental growth for the eCommerce business.
• Partner with Customer & Brand Marketing teams on various analysis: A/B testing, Campaign impact measurement, Investment strategy, Financial forecasting, and retailer data partnerships. CONSULT, EXECUTE
• Partner with Search Marketing team on various analysis: Search incrementality experiements, Search strategy/investment recommendations. CONSULT, EXECUTE
• Partner with Data Science and Tech teams to consult on retailer data warehousing and architecture, automated reporting/dashboards, and ROI engine. CONSULT, EXECUTE
• Lead ROI Engine process on behalf of eComm Marketing – collect, clean, and submit all Customer and Search Marketing campaign data; validate data and reporting output at various stages of ROI Engine model.
• Lead & Build RMN sufficiency modelling to feed into critical PEP processes i.e. AOP
• This role embodies a mixture of CONSULTING (being the Subject Matter Expertise for various cross-functional teams) and EXECUTION (leading/conducting deep analysis to guide business decisions)

Qualifications

• Bachelor's degree in a quantitative field (e.g. statistics, economics, mathematics, business administration, marketing); Masters degree preferred.
• 10+ years of experience in marketing/media strategy & analytics and measurement; preferably in the CPG/FMCG space and for a Global company in the digital media space
• Exeperience in omnichannel marketing, attribution, A/B and Multivariate test design and implementation, and ROI measurement
• Robust experience in the languages of data manipulation (e.g. SQL, R) and in visualization (e.g. Tableau, Datorama)
• High proficiency in Microsoft Excel and PowerPoint. Mastery of data, ingest, manipulate and model data
• Strong organizational skills, with the ability to effectively manage projects and communicate effectively
• Strong communication skills (both written and verbal) and the ability to distill complex ideas down to clear and concise business findings and recommendations
• Requires a high level of regular/daily interaction and co-ordination with several teams
• A positive, pragmatic attitude and deliver consistently with impeccable attention to detatil and deadlines, high degree of accountability while working independently, ability to deal with ambiguity
• Given the number of cross-functional teams and partners this role works with, soft skills are also critical; i.e. the ability to build strong relationships, and to educate and influence partners who are the ultimate business decision makers.