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Sr Manager Marketing Effectiveness

Company: Danone
Location: White Plains
Posted on: January 26, 2023

Job Description:

Why do we exist? The Analytics & Insights organization is transforming itself to support the overall transformation of Danone North America into a consumer and customer-backed organization. We partner across the enterprise to drive clarity in the strategic direction and precision in the cross-functional efforts of our category, brand, commercial, RGM, Category Management and sales teams to capture value opportunities. This means fueling the End-to-End Danone operating model with our obsession with facts, insights and analytical diagnosis. We drive rigor and understanding of our consumers, shoppers, categories, customers, products, and cultural trends into Danone DNA.What do we do? This Enterprise Analytics & Insights Team manages all the Market Performance Data & Vendors, Enterprise Reporting, and Performance Diagnostic Capabilities. The Marketing Effectiveness team reports into the Enterprise Analytics & Insights Team and works on driving the most impactful Media optimizations across the enterprise to boost Media ROI & Effectiveness. They put themselves in the shoes of our marketing, sales, leadership teams and other functions to supply the right insight at the right moment to deliver better value propositions to Danone's consumers, shoppers and customers.This Senior Manager will report to the Director of Marketing Effectiveness and play a proactive, collaborative leadership role across Strategy Development, Action Planning, Execution, and Review.1. STRATEGY -The Analytics & Insights team partners with category teams and across the business to deliver category, portfolio, and brand strategies to identify future category landscape and quantified future sources of growth rooted in consumer and customer insight. This means understanding current trends, looking around the corner to predict future trends, to identify the right participation strategy with the Danone portfolio (including identifying white spaces!). We also input to the commercial teams on channel strategy, identifying where in the trade landscape to best capture value. We conduct consumer research to understand the landscape of needs, demand spaces, and occasions; evaluate our right to win through brand equity and brand health, shopper behavior, path to purchase and shelf navigation. We build analytics to size future consumer value pools using foresights and occasion data and diagnose our ability to attract switchers and new users from outside the category. We support answering a simple question: "where should we prioritize and hunt for future value?"2. PLAN -Analytics & Insights proactively supports and builds cohesion across Action Planning in Marketing and Commercial functions. We support answering the simple questions of "Why are we doing this? What do we hope it delivers? How will we know if we are successful?"3. DO -Analytics & Insights proactively help "sell" by supporting category teams, RGM, commercial, and category managers to construct category growth driver stories and activation platforms out of our category, portfolio, and trade strategies. We are answering the simple questions "How are we delivering on the needs of a consumer, customer or shopper?"4. REVIEWContribute to a culture of effectiveness through activity-based performance management of ourselves and competition with precision. As a function we are embedded into these performance rhythms to keep a finger on the pulse of the business and bring the right data and insight to enable agility in strategic and tactical course correction. Answering the simple questions: "Did we do what we said we would do? Did we execute as expected? Did it deliver as expected? Where were we wrong? What do we need to do differently?"About youAbout you:Who are we looking for?We are looking for future business leaders with a passion and track record for leveraging insights, data and analytics to unlock transformational growth. Someone with intellectual curiosity who wakes up excited to design problem solving structures to uncover new innovative opportunities. Someone with a belief in full potential thinking, who wants to turn complicated data and insights into inspiring stories. Someone with a passion for learning and leading organizational change. The ideal candidate is business-minded, consumer/shopper/customer-centric, self-motivated, strategic thinker who is driven for results.The end objective is to enhance deep understanding of Business Drivers, competitive intelligence, foresight, ROIs and effectiveness of media investment and implications to drive meaningful optimizations.Key Experience:

  • B.S./B.A. (required) Marketing, Business or related field
  • M.S/MBA (preferred) in Marketing, Business or related field
  • 10+ years of experience in market research, consumer insights or related area. Consumer packaged goods experience preferred ideally both at the media agency and manufacturer side.
  • 7+ years of marketing measurement and analytics experience.Required:
    • Hands-on experience with:
      • Nielsen/IRI or other EPOS/Retail Sales data source; Kantar/GFK or other household panel source; K-means/multiple regressions & clustering; or other econometrics
      • Market Mix Modeling either at vendor or manufacturer side.
      • All media information & data sources
      • Developing and executing research plans with autonomy grounded in understanding of the business challenges and opportunities
        • Designing and leading quantitative and qualitative consumer insight approaches: predictive studies, interpreting Loyalty Card Data; Demand/Occasion work, Shopper mission/behavior studies, etc hat build brands and drive strategic action
        • Developing and deploying codified frameworks to maximize impact of qualitative and quantitative insights and data.
        • Advanced Microsoft Excel skills
        • Experience with the design, synthesis, and application of repeatable, scalable insights and analytical frameworks.
        • Thorough understanding of the media analytics ecosystem and evolving landscape and a clear point of view of how to categorize, measure, and analyze disparate data to draw meaningful conclusions and recommendations.
        • Proven record of influencing business decisions with fact-based insights with competitive intelligence, retail intelligence and persuasive communication to drive better business outcomes.
        • Proven track record of building strong relationships across the organization and continuous improvement of processes.
        • Exposure to the landscape of media, data providers, and agency partners.Preferred:
          • Multiple-function experiences - leaders who were power-users of analytics and insights and have leveraged to drive better business decisions from multiple perspectives (i.e., marketing, commercial/sales, category development/management, insights, analytics, RGM, agency side, customer/retailer side).
          • Experience with managing external insight partners, interpreting data & analytics both quant and qual, from design through delivery.
            • i.e., idea generation, segmentation, product testing, campaign/event evaluation, testing and optimization, targeting and retargeting, consumer panel and loyalty card, conjoint, shopper studies.
            • Experience contributing to the strategic learning plan and continuous improvement of how insights and analytics unlock growth.
            • Demonstrated ability to build advocacy for strategy, insights, and analytics in an organization.
            • Experience with Microsoft Power BI data visualization toolThe base compensation range for this position is $140,000-$155,000 commensurate with experience. Danone North America additionally offers a performance-based bonus and has a strong benefits package including Medical, Dental, Vision, Prescription Drug Coverage, 401k Plan, Wellness Program, Life Insurance, Tuition Reimbursement, Flexible Time Off, and Paid Parental Bonding Leave, among other benefit plan options. To give our employees flexibility, Danone is a hybrid work environment with opportunities to work both remotely and in office when desired.About usAbout Us:At Danone North America, you'll work with some of the best-known food and beverage brands in the world like Activia, Silk, Horizon Organic, Two Good, Oikos, evian, and Happy Family. You'll be part of one of the largest Certified B Corps--- in the world, working together to make sure our brands create real benefits for people, communities, and the planet. We have 6,000+ employees across the U.S. and Canada. Come join our movement for a healthier world: One Planet. One Health BY YOU.Danone North America doesn't just welcome what makes you unique, we value it. We're proud to be an equal opportunity and affirmative action employer. All hires to our team are based on qualifications, merit and business needs. We recruit, employ, train and promote regardless of race, color, religion, disability, sex, sexual orientation, gender identity, national origin, age, veteran status, genetic characteristic or any other protected status. Faithful to our values of openness and humanism, all of our employees share inthe commitment to engage one another with dignity and respect. http://www.dol.gov/ofccp/regs/compliance/posters/pdf/eeopost.pdf https://www.dol.gov/ofccp/regs/compliance/posters/pdf/OFCCP_EEO_Supplement_Final_JRF_QA_508c.pdf

Keywords: Danone, White Plains , Sr Manager Marketing Effectiveness, Advertising , White Plains, New York

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