Consumer Analytics Executive

hace 5 meses

Monterrey, México British American Tobacco A tiempo completo

**BAT MEXICO** **IS LOOKING FOR A CONSUMER ANALYTICS EXECUTIVE**

**SENIORITY LEVEL: Managerial**

**FUNCTION**: Strategic Planning And Insights

**LOCATION**:Monterrey

**ROLE POSITIONING AND OBJECTIVES**

This role is part of the Strategic Planning And Insights Department. This role exists to provide the company with continuous, objective, relevant information, analysis, and advice that allows the understanding of the consumers in depth to formulate brand and marketing strategy with a focus on consumer journey and behavior (digital, social), data analysis & social analytics insights.

They are responsible for coordinating analytics tasks for the organization, including creating effective strategies to collect data, analyze information, build and segment consumer audiences, develop profiles, conduct website audits, monitor key behavior metrics, and implement analytics solutions for the products or services in order to shape up a compelling CRM strategy.

As part of the GBS Insights & Foresights Team, you will guide the business teams in making decisions with connected data solutions and establish metrics that drive business outcomes.

The role provides objective, timely and relevant marketing information/analysis to facilitate the decision making of the company, monitor strategy implementation and overall business performance. The role plays a key role in shaping the organization’s performance in the emerging digital and social space.

**Reports to**:US Consumer Analytics Director

**Reporting Level**:Managerial

**Geographic Scope**:US & México

**WHAT YOU WILL BE ACCOUNTABLE FOR**
- Provide leadership on the analysis, consolidation, solutions & recommendations to the business for:

- Consumer Analytics (including first party data, second party data, 3rd party data from various data sources - owned or external aggregated website, Audience segmentation, marketing campaigns etc).
- Social Analytics (including social media pages, owned channels - facebook, Instagram, marketing campaigns deployed on the social space, etc).
- Develop analytical approaches to answer business questions and manage end user reports with quality information and caveats, including actionable information.
- Proactively mine data to create insightful cross-platform analyses of audience behavior.
- Provide Insights based on Social Data Analysis to the business teams.
- Investigate data availability and increase database / CRM initiatives, working with existing 1st party data for engagement campaigns and acquiring new 2nd or 3rd party data based on campaign objectives (reach, engagement).
- Consolidate Data & Analytics in order to offer 1 Integrated Single Consumer View based on the whole Analytics Data Set, Digital behavior, interest, patterns of browsing activities, past history purchase, hobbies or preferences Analysis & Sentiment Analysis.
- Drive deployment of global solutions and standards, but also ensure solutions are as standard as possible but as tailored as needed to drive adoption & capture value locally.
- Extract insights from a variety of data to enable predictions and data-driven decision-making. Monitor and track KPIs like reach & follower count, impressions, engagement, sentiment analysis, brand mentions, traffic sources, cost per lead.
- Leverage the power of data & analytics to identify opportunities to drive growth of the company and enable timely and quality decision making.
- Work with and optimize tools and frameworks able to deliver predictive & prescriptive analytics, to better support the business decision making in real-time.

**ESSENTIAL EXPERIENCE, SKILLS AND KNOWLEDGE**
- The jobholder should be:

- A strong communicator.
- able to manage projects without formal reporting.
- able to manage, transform & connect various data sources and extract powerful insights.
- able to deal with uncertainty and feel conforable with change.
- builds partnership with stakeholders.
- agile when dealing with ambiguity.
- manages pressure well.
- has credibility with data & digital analytics tools.
- technologically advanced.
- Previous hands-on experience in Consumer Analytics, Audience Management / Analytics, Digital, Digital marketing, proficient in excel and visualization tools (like Tableau or Power BI), powerpoint, story teller, Social media Platforms.
- Minimum 3 years of work experience in Analytics/Digital with stakeholder management and project management background.
- SQL lenguage proficiency is a must have.
- Dashboarding knowledge: building, configurating & customizing for democratization of data to enable easy use and reading data (like: Adobe analytics, Power Bi, etc).
- A-B Testing knowledge and proficienfy for set up and interpretation and Financial acumen could be an added value for the position.
- Can learn quickly and thrive in an entrepreneurial environment - is a curious self-starter, flexible problem solver, and embrace an agile mentality.
- A team-player attitude is crucial, value collaboration, cur

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