Senior Director, Media Analytics & Spend Optimization role accountable for establishing a best in class spend optimization program and building media analytics capabilities across the US organization. The role will primarily focus on building an end to end spend optimization capability in real time and ensuring that all media planning and buying is influenced by this team.
Requirements
- Establish the Spend Optimization Capability & drive Impact
- Build and own end-to-end media measurement framework
- Define how media effectiveness is measured across brand, performance, retail media, and upper & lower funnel channels
- Drive media investment optimization, leading annual & in-year budget allocation
- Identify critical gaps and opportunities, and work with the brand leaders and the CMO organization to recommend ways to course-correct and optimize tactics in these ‘hot-spots’
- Evaluate the performance of the overall Advertising and Consumer Promotion investment
- Establish Advanced Analytics and Modeling
- Oversee development & management of MMM, response curves, saturation thresholds, & diminishing returns
- Explore, experiment, pilot and deploy AI-enabled forecasting and optimization and forecasting
- Predict future consumer behaviors like purchase intent, potential churn rates, lifetime value etc.
- Build Precision Marketing Capability
- Create Audience Targeting and Segmentation by leveraging multiple data sources, behavior and preferences
- Drive Personalization, including tailoring communications to meet specific consumer needs
- Customer Journey Mapping: analyze data at various touchpoints across the customer journey & identify patterns on how customers react
- Build Media Analytics
- Lead Learning Agendas in line with business requirements
- Partner with the CMO / AOR team to effectively build the CRM capability, by adopting best practices and undertake relevant test & learns
- Propensity Modeling: Predict granular pockets of growth (e.g., geographies, demo/psycho groups) and prioritize based on segment size, propensity to purchase our brands, and ability to reach audiences
Benefits
- 401k Matching
- Retirement Plan
- Generous Parental Leave
- Tuition Reimbursement
- Relocation Assistance
