Marketing Effectiveness Manager

MAIN DUTIES:
• Program management in market
- Collaborate closely with the data quality lead in identifying the type of data needed to be further input to the model. Recommend additional data to be acquired to increase the accuracy of the model if needed.
- Work closely with the analytics service line hub to deliver the planned MMM across the brand portfolio in being their spokesperson in the market, bringing local expertise related to data specificities, business activities and category/brand specificities. Co-lead the model validation to ensure high quality and explanability of the model.
- Assume responsibility as subject matter expert locally in evangelizing MMM methodology /benefits associated, demonstrate the capabilities of MMM as needed and respond to questions from internal stakeholders
- Support the embedding of effectiveness metrics in the various business process
• Data to insights
- Support the brand teams in turning model results from the app into concrete insights related to activations effectiveness overall (trade & consumer promotions, media, CRM...) and detailed campaign optimization.
- Collaborate with media agencies to make them familiar with the learnings and partner closely with them to integrate them into their media plan recommendations
- Work in collaboration with BU teams to identify possible meta learnings at market level in terms of portfolio choice, activation mechanics and media channels/plans in terms of effectiveness associated with brand objective
• Market value realization
- Effectively communicate status and progress of the program to global and local leadership teams and various stakeholders
- Track and report overall effectiveness of the program through specific KPIs