Sr Manager Marketing Effectiveness
Company: Danone
Location: White Plains
Posted on: January 26, 2023
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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:
Keywords: Danone, White Plains , Sr Manager Marketing Effectiveness, Advertising , White Plains, New York
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