Overview
The scope of the role is to own end-to-end measurement and analytics for eCommerce/ RMN Paid Media, translating business goals into investment strategy and optimization actions. The role spans forecasting/budgeting analysis, performance measurement (in-flight and post-campaign reporting, iROAS and incrementality evaluation), and data stewardship such as data collection, QA/validation, and inputs into MMM models(/ROI Engine).
This role partners closely with eCommerce Performance Marketing, Merchandising, and Sales within the GCC, and with market eCommerce Marketing and Key Account Management teams, to deliver quarterly deep dives and clear recommendations that optimize media strategy and AM investment to drive PepsiCo growth.
This role also leads the development and ongoing maintenance of the Retail Media eCommerce sufficiency modelling framework to assess budget sufficiency and investment thresholds, and delivers ad hoc analyses to test causality and quantify incrementality (/diminishing returns curve), informing channel mix and optimization decisions through Retail Media effectiveness solutions.
Responsibilities
- Overall, this role partners closely with several teams eComm Omni 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.
- Partner with Data Science and Tech teams to consult on retailer data warehousing and architecture, automated reporting/dashboards, and ROI engine.
- 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 sufficiency modelling to feed into critical PEP processes i.e. AOP
Qualifications
- Bachelors degree in a quantitative field (e.g. statistics, economics, mathematics, business administration, marketing); Masters degree preferred.
- 8+ years of experience in marketing/media strategy analytics and measurement; preferably in the CPG/FMCG space with a good understanding of eCommerce ecosystem.
- Experience in omnichannel marketing, attribution methodologies, ROI measurement Experimentation (A/B, Multivariate and Causal Inference methods)
- High proficiency in Microsoft Excel and PowerPoint. Mastery of data, ingest, manipulate and model data
- Robust experience in the languages of data manipulation (e.g. SQL, R) and in visualization (e.g. Tableau, Datorama, Power BI)
- Strong project and stakeholder management skills, with the ability to coordinate across multiple teams and priorities. Requires a high level of regular/daily interaction and co-ordination with several teams.
- Excellent communication skills (both written and verbal) and the ability to distill complex ideas down to clear and concise business findings and recommendations
- A positive, pragmatic attitude with consistent delivery, impeccable attention to detail and deadlines, high accountability while working independently, and strong comfort in dealing with ambiguity.
- Familiarity with the Retail Media ecosystem is good to have.
