Group Head - Market Mix Modeling

Client Leadership

• Act as day-to-day analytics lead for our clients, turning briefs into analytical roadmaps

• Present insights to senior brand & media stakeholders; influence decision-making on ~$XX Cr budgets.

• Work closely with media planning and buying teams to embed analytics-driven learning into live campaigns.

• Be the bridge between brand tracking results and tactical media optimizations — ensuring diagnostics turn into action.

Modeling & Methodology

• Lead MMM, Bayesian hierarchical models, incrementality tests, attribution & attention metrics.

• Design KPI frameworks that ladder to brand health, sales, and ROI.

• Drive integration between brand tracking insights and media deployment strategies.

Product & Process

• Shape reusable analytics playbooks (e.g., agile MMM sprints, automated dashboards).

• Partner with product teams to enhance internal tools like Buz AI, Nestup, Auto MMM.

Team Development

• Coach 3-5 analysts: review code (Python/R), set learning paths, enforce best practices.

• Build a culture of experimentation and knowledge-share across accounts.

Thought Leadership

• Publish POVs on marketing science trends; represent the agency in forums & webinars.

• Contribute to new-business pitches with modeling insights.

Must-Have Skills

Statistical & ML chops: regression, Bayesian methods, uplift modeling, causal inference

Marketing analytics toolset: MMM platforms (e.g., Robyn, Meta MMM), GA4/Adobe, SQL/Python/R

Dashboarding: Power BI / Tableau — able to brief data engineers on pipeline requirements

Stakeholder fluency: convert model output into crisp narratives for CMOs & media directors

Team lead exposure: mentored analysts or interns; comfortable assigning tasks & giving feedback

Domain familiarity: alc-bev or CPG advantageous (understanding of ATL/BTL levers, promo cycles)

Nice-to-Have

Experience integrating attention metrics, CEP frameworks, or AI-driven creative diagnostics

Familiarity with Snowflake, dbt, or other modern data-engineering stacks

Certifications in AWS, GCP, or Azure ML services

Success Metrics (First 12 Months)

1. MMM Revamp live in 90 days, delivering ≥ 15 % improvement in model accuracy

2. Quarterly Insight Decks adopted as decision anchor by marketing leadership

3. Analyst NPS ≥ 8/10 on coaching & career growth

4. Process Productivity: 20 % reduction in manual dashboard build time via automation

5. Media Embeddedness: 100% of media plans informed by analytics learnings across key brands

Culture & Mindset

Consultative Curiosity – ask “why” before jumping to “how.”

Bias for Delivery – ship useful models over perfect ones; iterate fast.

Mentor at Heart – treat knowledge transfer as part of the job, not a favor.

Story-first Data – believe insights are only valuable when they travel.