Senior Manager Consumer Analytics

hace 4 semanas

Monterrey, Nuevo León, México British American Tobacco A tiempo completo

**BAT is evolving at pace into a global multi-category business.
We are on a mission to decrease the health impact of our industry.
**
**To achieve our ambition, we are looking for colleagues who are ready to Be The Change.
Come, join us on this journey
**

**British American Tobacco** **Mexico has an exciting opportunity for a Senior Manager Consumer Analytics in Monterrey**

The Senior Manager Loyalty Analytics is responsible for providing the company with continuous, objective, relevant information, analysis, and advice that allows the company to build an in-depth consumer understanding, enabling the development of brand and marketing strategies with a focus on consumer behavior related to data analysis & analytics, aim to digital, loyalty rewards programs and B2B pipeline projects.
The role is accountable for analyzing purchase information tied to consumers signed up for retailer's loyalty programs in order to supervise individual or aggregated purchase behavior over time.
This includes crafting effective strategies to collect data, analyze information, supervise key behavior metrics, and implement analytics solutions for the products or services.
While developing a team of highly engaged analysts, the Senior Manager Loyalty Analytics is responsible for generating insights and building a cohesive narrative and storytelling to guide business decision making.
This includes measuring engagement metrics, driving personalized promotions, supervising critical metrics regarding loyalty programs and initiatives, and implementing analytics solutions for products and services to craft a compelling CRM strategy.
**Your key responsibilities will include**:

- Provide leadership on the consolidation and analysis of data to provide solutions, insights & recommendations for: Loyalty ID data from Retail Scan Databases and B2B and D2C data related to consumer behavior, engagement, and personalized promotions.
- Develop analytical approaches to answer business questions and lead end user reports with quality information and caveats, including actionable information and collaborate with cross-functional teams to understand business objectives and translate them into data analysis requirements.
- Extract, clean, and process data from various sources, including digital platforms and Loyalty IDs using SQL, data manipulation tools, and scripting languages to build insightful analyses of consumer behavior.
- Develop and implement queries to segment and categorize consumers based on various criteria to perform in-depth analyses of consumer interactions with digital platforms.
- Mine and analyze data from existing or new consumer databases to drive optimization and improvement of D2C campaigns, marketing techniques and business strategies, uncovering trends, changes, patterns, and anomalies in voluminous data sets.
- _ Analyze and track important metrics to monitor consumer buying patterns, such as: Business sources for product or category shifts; Rate of new product impact on existing products; Influence of price changes; Changes in industry, BAT, and competitor product offerings; Consumer behavior changes: acquisition, retention, attrition, and re-engagement; Volume sources: new products and market influencers; Consumer buying behavior: product and category transitions._
- Build and maintain reports, dashboards, and visualizations to effectively communicate findings to partners.
- Find opportunities for improving customer loyalty, and retention through data-driven insights.
**What are we looking for?
**
- 5+ years of work experience in Analytics/Digital with senior partner management and project management background in a large scale organization and shown experience as a Data Analyst Manager or similar role, with a focus on Consumer behavior analysis, Digital Analytics and Digital Marketing.
- The jobholder should be; a strong communicator; able to adapt communication style to different audiences, from technical authorities to non-technical collaborators, including senior management; able to translate sophisticated data, projects and topics into an easy-to-understand format; able to handle, transform & connect various data sources and extract powerful insights; able to prioritise multiple projects simultaneously; able to be agile when dealing with ambiguity and feel comfortable with change; able to build partnerships with partners in order to facilitate knowledge sharing; having credibility with data & digital analytics tools.
- Familiarity with statistical analysis, A-B testing and good commercial awareness and strong understanding of consumer behavior.
- Ability to learn quickly and thrive in a bold environment (curious self-starter and flexible problem solver) and excellent English written, oral and presentation/communication skills is a must.
- Effective relationship management and cross functional collaboration with relevant experience in an international, English-speaking work environment
- Ability to understand brand

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