Overview
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 media leaders across key markets for PepsiCo's - 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 PepsiCo's 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. You should have clear understanding of media domain - with end to end understanding from planning, execution to measurement of media effectiveness.
Responsibilities
This role is responsible for owning the end-to-end delivery of ROIe studies across key anchor markets in the MENA & Pakistan region. The position plays a critical role in turning media performance data into actionable insights that help drive smarter media investment decisions.
Key Responsibilities
- Lead end-to-end execution of ROIe studies for priority markets in the MENA & PAK region, from study design through delivery and readouts
- Translate ROIe findings into clear, practical recommendations for Media and Brand teams
- Act as a trusted advisor to Media and Brand teams on best-in-class media practices, leveraging ROIe learnings
- Partner closely with Media teams to support and influence optimal media mix decisions
- Enable teams with insights and frameworks that help maximize media effectiveness and ROI
- Collaborate with cross-functional stakeholders to ensure insights are aligned with business objectives
Qualifications
- An experienced Media/Insight or Analytics professional with experience in a leading consumer goods company. 10 years+ experience
- Education: Master's 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.
- Familiar with data science concepts and solid understanding of 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
- 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. Prior experience of working with Media team on media analytics and operations will be a great assest
- Consulting experience: Experience in delivering insights and recommendations to leadership on Media performance and optimization
- Operational experience from business servicing sector and/or consulting experience would be a plus
- Fluent English - obligatory
