Senior Manager - Data Science - Media Consulting

Provide data driven consulting to business by leveraging Media ROI and other analytics solutions.

Accelerate PepsiCo business growth and efficiency by leading the AMESA ROIE and media analytics to drive business impact.

In this role, you will play a key role in shaping the future of media measurement strategy for PepsiCo, esp. with focus on building an understanding role of media as key Growth Driver thru ROI and related analytics.

You will be a trusted advisor to marketing and Insights leaders across key markets for PepsiCos portfolio globally - enabling a range of internal and external stakeholders to leverage media mix as competitive advantage, leveraging measurement, insights, as well as process & technology.

You will be responsible for providing thought leadership and advice to set a vision for driving PepsiCo media and content effectiveness thru data-driven strategy. You will also play a key role in developing cross-portfolio, cross-markets media investment optimizations capability, driving the vision through a set of focused, tangible and results-oriented activities.

You will work with the Marketing and Insights leadership team globally and within AMESA sector to identify best practices in the industry and across all PepsiCos brands, providing support to codify and scale best in-class methods that inspire continuous improvement in marketing effectiveness and ROIs.

You will be expected to demonstrate expertise in application of mix models, attribution analytics, performance measurements through application of Data science and advanced analytics

• Build & codify media performance measurement strategies: Collaborate with internal/external stakeholders to create capabilities, tools and processes to drive best in-class efficiency, effectiveness & sufficiency
• Develop best-practices among all brands and scale lifting and shifting learnings across countries and categories. Enable global and brand teams to leverage tools, capabilities and processes to further media objectives
• Maintainenance of existing marketing mix models
• Periodic refresh of existing models across markets and brands
• Periodic model validation to check need for rebuild
• Guiding business with periodic updates
• Guiding Building and delivering new marketing mix models
• Building new marketing mix models for existing or new markets
• Building any other form of new measurement asset to answer business questions
• Manage a team of internal/external data science team to formulate hypotheses, plan and execute measurements/ROI analyses, share results with key leaders as well as drive meta-learnings
• Creating and maintaining yearly/half yearly calendar of measurement model delivery and ensure timely build and refresh of the models so that it can help in timely business decisions
• Actively scout new partnerships, concepts, and technologies that can be scaled across portfolio
• Promote data consistency globally to support common standards and analytics;
• Partner with PepsiCo functional teams, agencies and third parties to build seamless process for acquiring, tagging, cataloging and managing all media, Nielsen and internal data periodically in structured format as needed for measurement statistical models
• Establish periodic data verification processes to ensure data accuracy
• Build strong relationships with key business partners across internal data science team, marketing and insights teams and media agency/platforms in adoption of learnings of market mix modeling
• Engage in R&D to try new modeling techniques to ensure faster and better answers to business problems

People and Project Management Responsibilities

• Leading a team of 8-10 data scientists
• Develop new skillsets among team members related to advanced analytics by conducting training and period review
• Promotes cross functional (Media COE and market insights and category teams) seamless communication, sharing know how and creating same quality of experience across sector markets
• Develop the Reporting team capabilities, motivation and engagement levels
• Support subordinates and peers through mentoring & coaching in growing their functional and capabilities
• Set and monitor performance goals for evaluation of direct subordinates
• Provide timely feedback on team member performance
• Build meaningful developmental paths for subordinates
• Support team motivation and retention

Capability development

• Leverage and develop internal knowledge and team efficiency through productivity optimization and digitalization projects
• Supervise/secure onboarding and on-job trainings for newcomers
• Address any gaps in team competencies (training and development) together with forming developmental plans for existing workforce and potential external talent search
• Support grassroot self-development efforts (highlight access to training, Lunch & Learn sessions, etc.)

• An experienced Insight or Analytics professional with experience in a leading consumer goods company. 8 years+ experience
• Education: Masters degree in Statistics, Machine Learning, Mathematics, Computer Science, Economics, or any other related quantitative field. An equivalent of the same in working experience is also acceptable for the position
• Strong leadership and influencing profile in line with Insights Leader of the future definition: Motivates action through fact-based, inspirational material; Has a track record of identifying and championing new processes for improving fact-based decision making. Can synthesize multiple, disparate data sources into compelling growth strategies. Formulates a strong POV and can articulate future scenarios; Is an exceptional story-teller.
• Adept in data science and past experience in market mix models,
• Strong collaborator: Interested and motivated by working with others. Actively creates and participates in opportunities to co-create solutions across markets; will be willing and able to embrace Responsive Ways of Working
• Knowing the Business Cold: Can easily see how insights/research learning can improve businesses impact and frames up reporting efforts and opportunities to inform business decisions
• Experience in statistical models development (Probabilistic graphical models, marketing Mix Models, Market Basket Analysis, Cannibalization Models, Share of Market Forecast Models, General and Bayesian Regressions). Database management and programming capabilities (MUST)
• High degree of familiarity with CPG and Food & Beverage industry data sources, including Nielsen/IRi (POS and HH panel), GlobalData, Kantar Worldpanel, etc.
• Deep understanding of CPG industry business performance outputs and causal measures, their relationships, and how to bring business performance insights to life visually
• The candidate will also have extensive experience solving analytical issues through quantitative approaches and machine learning methods as well as vast experience using advanced statistical methods, data mining techniques, and information retrieval
• The candidate will also have had experience working with big data technologies and vast experience with a programming language in the past, for example, Python & R. Business savviness is key.
• Managerial experience: Experience in building a high performing and highly engaged team
• Operational experience from business servicing sector and/or consulting experience would be a plus
• Fluent English obligatory

Essential:

• World-class stakeholder management skills
• High degree of organizational savvy
• Solution-oriented approach to problem solving
• Depth and breadth of custom and syndicated research/analytics
• Complete understanding of internal & external data sources that could contribute to the reporting and analysis function
• Very strong analytical thinking with proven ability to connect data & insight from category consumption, brands drivers, macro & micro trends, and future forces of consumer change and deliver clear outlook scenarios along with implications for the business.