Marketing Data Analyst, Digital Measurement & Attribution

Job description

A mutually rewarding experience.

Work. Realize your ambitions. And realize there's more to being in business than just making a profit. That's the Mars philosophy. And the opportunity we offer every one of our Associates. An opportunity to take what you do and make it mean more for you, for those around you and for the planet. What you get here is challenging, interesting work. You get the tools you need to do a great job and you get to have the best possible people on your side to help you do it. And at the same time as getting to find ways to do business better today than we did it yesterday and driving a great career, you also get to build a more enlightened business and drive sustainability.

Because it's never just about a single person, a single project or a single brand. It's about how you can grab everything that's within your reach here and use it to pursue mutual, long-term gain. It's about having ideas. And ideals. Being prepared to risk failure because the promise of success means we'll all be a little better off. It's that mix of integrity and ambition that makes Mars such a special place to work. And why working here is always about more than just a job.

About Mars, Incorporated

Mars is a family-owned business with more than a century of history making diverse products and offering services for people and the pets people love. With almost $35 billion in sales, the company is a global business that produces some of the world's best-loved brands: M&M's®, SNICKERS®, TWIX®, MILKY WAY®, DOVE®, PEDIGREE®, ROYAL CANIN®, WHISKAS®, EXTRA®, ORBIT®, 5™, SKITTLES®, UNCLE BEN'S®, MARS DRINKS and COCOAVIA®. Mars also provides veterinary health services that include BANFIELD® Pet Hospitals, Blue Pearl®, VCA® and Pet Partners™. Headquartered in McLean, VA, Mars operates in more than 80 countries. The Mars Five Principles – Quality, Responsibility, Mutuality, Efficiency and Freedom – inspire its more than 100,000 Associates to create value for all its partners and deliver growth they are proud of every day.

Purpose of Role:

With iconic brands like M&M’s®, Snickers®, Orbit®, Extra® and Skittles®, Mars Wrigley is a global leader in treats and snacking with over 100 years of history of putting smiles on people's faces while also being dedicated to positively impacting the planet through continually improving the way we source, make and market our products.

In order to stay relevant and competitive in a world where consumers are increasingly shifting towards digital channels, especially post COVID-19, we are advancing a consumer focused data strategy through the development of Mars Wrigley's internal consumer data platform as well as the build out of a global digital science and analytics team that will lead both a capability and cultural change of being data driven with measuable business benefits.

As Marketing Data Analyst, Digital Measurement & Attribution, you will use advanced analytics and visualization to measure the performance and effectiveness of digital channels and marketing campaigns to drive overall media efficiency and effectiveness. This role will need to work closely with the other specializations on the team, as well as be able to partner across functions with key stakeholders in local markets, brand teams, content teams, agencies, and IT to activate and optimise digital marketing to drive further growth and efficiencies.

Key Responsibilities:

·  Create a marketing measurement plan using analytical methodologies to quantify the impact and value of digital channels such as paid and organic search, email, media, social, and influencers, and using data visualization and reporting to communicate the results.
·  Develop measurement analytics of digital media campaign performance based on historical data, creating a baseline model to compare against future campaigns.
·  Create attribution models that factor in a multi-device, multi-step consumer journey, with multiple engagement points contributing to conversion.
·  Partner with brand teams and agencies to ensure campaigns have the right level of measurement planning, aligning on KPIs and success criteria, as well as consulting on in-flight optimizations.
·  Deploy the measurement framework on a centralized consumer data platform for reuse by brand and activation teams. Building up the robustness of the platform with activation and journey measurement logic is a key responsibility for this role.
·  Nurture an analytics and data-driven mindset across business teams through close collaboration with stakeholders to achieve business results through a consumer focused marketing approach.

Minimum Qualifications:

• Master's or Bachelor's in an analytical field or equivalent experience

• 2+ years of work experience in an analytical marketing role with a good understanding of data science methodology (e.g., EDA, feature engineering, etc.)

• Hands-on experience applying advanced analytics to measure media and marketing performance

• Experience with site measurement and tagging tools (e.g., GA/GTM) and troubleshooting tag configuration

• First-hand knowledge and experience measuring performance within walled garden platforms (e.g., Facebook)

• Expertise with Python and/or R as well as SQL, with experience using Databricks or other big data technologies a plus

• Experience with CDP, DMP, CRM, EMS platforms a plus, as well as trading desk measurement experience and DSP side optimization

• Strong communication and organization skills, with comfortability working in a cross-matrixed organization

Mars is an equal opportunity employer and all qualified applicants will receive consideration for employment without regard to race, color, religion, sex, sexual orientation, gender identity, national origin, disability status, protected veteran status, or any other characteristic protected by law. If you need assistance or an accommodation during the application process because of a disability, it is available upon request. The company is pleased to provide such assistance, and no applicant will be penalized as a result of such a request.

Nearest Major Market: Chicago
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