Sr Manager Consumer Analytics

**BAT is evolving at pace - truly like no other organisation.**

**To achieve the ambition, we have set for ourselves, we are looking for colleagues who are ready to live our ethos every day. Come be a part of this journey**

**BAT MEXICO** **IS LOOKING FOR A **SR MANAGER CONSUMER ANALYTICS**

**SENIORITY LEVEL**:Manager

**FUNCTION**: Marketing / Insights & foresights

**LOCATION**:Monterrey

**ROLE POSITIONING AND OBJECTIVES**

The role is responsible for provide the company with continuous, objective, relevant information, analysis, and advice that allows the company to understand the consumers in depth to formulate brand and marketing strategy with a focus on consumer behavior, data analysis & analytics, drive to digital, loyalty rewards, pipeline B2B projects, consumer behavior (digital).

The position is accountable for analyzing purchase information tied to consumers Loyalty Identification number for retail chains in order to track individual or aggregate purchase behavior over time. Coordinate Loyalty Identification analytics tasks for the organization, including creating effective strategies to collect data, analyze information, monitor key behavior metrics, and implement analytics solutions for the products or services. He will also guide the Digital Analytics team that will measure engagement metrics, and drive personalized promotions, conduct website audits, monitor key metrics, and implement analytics solutions for the products or services in order to shape up a compelling CRM strategy. This role will generate insights and strorytelling to guide business decision making.

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 market information/analysis to facilitate the decision making of the company, monitor strategy implementation and overall business performance.***

**Reports to**:US Consumer Analytics Director

**Reporting Level**:Managerial

**Geographic Scope**:US

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

- Loyalty ID 3rd party data from Retail Scan Database.
- B2B and D2C data analysis related to consumer behavior, engagement, and personalized promotions
- Develop analytical approaches to answer business questions and manage end user reports with quality information and caveats, including actionable information.
- 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 Identification Numbers using SQL, data manipulation tools, and scripting languages in order to create insightful analyses of consumer behavior.
- Develop and execute queries to segment and categorize consumers based on various criteria and perform in-depth analysis of consumer interactions with digital platforms
- Mine and analyze data from existing or new consumer databases to drive optimization and improvement of consumer campaigns, marketing techniques and business strategies, as well as uncover trends, changes, patterns, and anomalies in voluminous data sets.
- Identify key performance indicators (KPIs) and metrics to measure and monitor consumer purchase behavior trends, for example:

- Source of business for product or category shifts
- Cannibalization/incrementality rate for new products
- Price change impact
- Industry, BAT and competitor product mix changes and drivers
- Consumer: capture, retention, and dropoff and reacquisition
- Source of volume: new products and market disruptors
- Consumer Behavior: product and category switching, use and changes at retail
- Create and maintain reports, dashboards, and visualizations to effectively communicate findings to stakeholders.

**CAN THIS BE YOUR FUTURE ROLE?**
- Are you an expert in Data Analytics and would like to develop your career in a fast paced company?

**ESSENTIAL EXPERIENCE, SKILLS AND KNOWLEDGE**
- Ability to manage, transform & connect various data sources and extract powerful insights,
- Able to deal with uncertainty and feel conforable with change.
- Capable of build partnership with stakeholders.
- Data story telling, land complex concepts into undestandbale insights.
- Proven experience as a Data Analyst or similar role, with a focus on consumer behavior analysis, Digital Analytics and Digital marketing proficient in excel and visualization tools Power BI, powerpoint and storytelling.
- Minimum 3 years of work experience in Analytics/Digital with senior stakeholder management and project management background in a large scale organization.
- SQL lenguage proficiency is a must have.
- Familiarity with statistical analysis, A-B testing. Financial acumen could be an added value for the position.
- Can lear