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Marketing Effectiveness Senior Specialist

Marketing Effectiveness Senior Specialist

Diageo

7 - 12 years

20 - 25 Lacs

bengaluru

Posted:1 day ago| Platform:

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Skills Required

publishing data modeling project management sez data quality continuous improvement stakeholder management sql auditing python

Work Mode

Work from Office

Job Type

Full Time

Job Description

Own the end-to-end data and insight flow that powers Business Drivers Modelling. This role coordinate markets, Data Ops, and our modelling partner (Gain Theory) to deliver timely, high-quality inputs, translate model outputs into clear, business-ready insights and support smarter marketing investment decisions at speed.

Key Responsibilities

Data orchestration quality. Partner with Data Ops to extract, validate, and deliver all required datasets to the modelling partner, meeting Data Quality standards and timelines. Maintain data dictionaries, lineage, and audit trails, proactively resolve gaps, anomalies, and late submissions.
Market coordination governance. Coordinate with each market to validate inputs and secure sign-off on datasets used for modelling. Standardize templates and SLAs, drive adherence to data readiness checkpoints.
Partner/agency collaboration. Serve as day-to-day contact for the modelling partner on delivered data, assumptions, and queries triaging with Data Ops, markets, and stakeholders as needed. Track requests/issues to closure; document decisions and changes.
Insight generation storytelling. Convert model outputs into clear, decision-ready insights (top edits, performance drivers, budget reallocation guidance). Build concise summaries and visualizations, support ME leads during readouts and capture next steps.
Stakeholder management. Work closely with ME leads and cross-functional stakeholders (Global/Regional/Market teams, Finance, Media) to surface questions, align on hypotheses, and prioritize analysis. Act as a resource for team members and contribute to small projects with limited risk and resource needs.
Continuous improvement. Identify opportunities to streamline data pipelines, documentation, DQ checks, and standard reports/dashboards. Champion best practices in measurement and knowledge management.

Required Skills (Core)

Marketing measurement: Understanding of MMM/business driver modelling concepts (eg, base vs. incremental, diminishing returns, channel synergy, budget reallocation).
Data fluency: Ability to combine data from multiple sources, diagnose trends/outliers, and reconcile conflicting signals into a simple narrative.
Communication: Crisp written and verbal storytelling, able to explain complex topics to non-technical audiences and build alignment.
Project management: Multi-stakeholder coordination, delivery planning, RAID/issue logs, and on-time delivery.

Tool Proficiency

Must-have

Excel (advanced): PivotTables, Power Query, data transformation quality checklists.
SQL: Querying large tables, joins, aggregations, window functions for QC and extracts.
Power BI: Data modeling, DAX basics, visuals, and publishing.
PowerPoint: Executive-ready insight packs and top edits.

Nice-to-have / Advantage

Python for ad-hoc wrangling and model-output processing.
Databricks /BigQuery or equivalent cloud data platforms.
Familiarity with MMM vendors and media/platform data

Qualifications Experience

7+ years in analytics/marketing effectiveness, marketing science, or related data roles.
bachelors in Statistics, Economics, Marketing Analytics, or similar (masters a plus).
Hands-on experience coordinating data for modelling and translating model outputs into business recommendations.

Ways of Working / Stakeholders

Primary: Data Ops, ME leads, Modelling Partner Agency.
Secondary: Markets/Brands, Media/COE, Finance, Insights.
Operates as an individual contributor who can mentor peers, lead small workstreams, and impact adjacent teams through best-practice sharing.

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