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Marketing Analytics Manager at Diageo

Reports To:         Consumer Data, Media and Digital Manager

 

Role Objective:              
To lead the systems, disciplines and process improvements required to transform performance management and data/insights provision to the business in order to make our investment choices more effective and efficient.

 

Reports To:         Consumer Data, Media and Digital Manager

Level:                   L5A       

Purpose of Role:              
To lead the systems, disciplines and process improvements required to transform performance management and data/insights provision to the business in order to make our investment choices more effective and efficient.

Complexity:    
  • Working across all data sources (qualitative, quantitative, M&E and external market data) to synthesise and package information for meaningful interpretation and ease of access.
  • Work across multiple brand teams and cross functionally with limited global functional expertise beyond Market Logic.
  • Supporting in the integration of a multi-discipline and diverse team to act as a unified hub that leads the thinking and analytics which are required in transforming our function for the future.
 Responsibilities:         
 
  • Working across diverse internal teams and external service providers to form a powerful center of excellence that services the data and insight needs of the business.
  • To provide 'expert' advice into brand and customer marketing teams and coach in the utilisation of data and supporting tools/systems.
  • To help lead a transformation in performance management disciplines and routine in ways of working.
  • To support in leading GLT strategic choices around portfolio participation and external market context to create winning strategies.

Top 3-5 Accountabilities:            
  • Integrate insights from trackers, syndicated research, M&E, ad hoc research projects, media/digital tracking, internal data and  analysis from various teams/functions to deliver holistic learnings that helps teams and leaders set priorities and make informed decisions based on relevant data, analytical rigour and real insight.
  • Work across innovation, customer marketing, business strategy, commercial finance, brand marketing, consumer planning and media to map the data inputs available and required for the future.
  • Lead the implementation of ‘Market Logic’ a fledgling Diageo tool to build a searchable database of all our research and core data trackers (think internal Google).
  • Embed tracker tools, disciplines and usage capability within the marketing and customer marketing function to enable teams to access, analyse and interpret data efficiently and effectively.
  • Work with consumer planning colleagues to embed insights and analytics capability across the marketing and customer marketing functions.
  • Champion M&E supported by commercial finance and include outputs in Market Logic

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