Hiring Executive Manager - Market Mix Modelling

PepsiCo Inc.; Hyderabad; Hybrid; INR 2,500,000 - 4,500,000; Full time

Job summary

PepsiCo Inc. is seeking an senior analytics lead for its US-based eCommerce Marketing analytics partnership in Hyderabad. The role drives forecasting, budgeting analysis, post-campaign reporting, and ROI validation, aligning with Customer, Brand, and Search marketing teams.

The candidate will own data collection, validation, and RMN sufficiency modelling for critical planning processes, balancing CONSULTING and EXECUTION across cross-functional partners to optimize media investment.

Qualifications

• Bachelor's in a quantitative field; Master's preferred.
• 10+ years in marketing/media analytics and measurement, preferably for a global company in digital media.
• Experience in omnichannel marketing, attribution, A/B and multivariate testing, and ROI measurement.
• Strong SQL and R skills; data visualization with Tableau and Datorama.
• High proficiency in Excel and PowerPoint; ability to manipulate and model data.

Responsibilities

• Conduct regular and ad hoc analytics to improve media investment and optimization decisions for incremental growth.
• Collaborate with eComm Customer Marketing, Brand Marketing, and Search Marketing on analyses (A/B testing, campaign impact, forecasting).
• Partner with Data Science and Tech teams on data warehousing, automated reporting, and ROI engine validation.
• Lead ROI Engine data collection, cleaning, and validation across campaigns.
• Develop RMN sufficiency modelling to feed into AOP processes.

Skills

SQL

R

Tableau

Datorama

Excel

PowerPoint

Communication

Project management

Education

Bachelor's degree in a quantitative field

Master's degree preferred

Tools

SQL

R

Tableau

Datorama

Job description

Overview

This is the primary Analytics partner that supports the US-based eCommerce Marketing team.

The scope of the role is to own all analytics requests + 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.

Role & 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

• Bachelors 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; preferable 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.