Senior Director, Marketing Performance 360 Analytical Frameworks

We are seeking an accomplished and visionary leader to join our team as the Marketing Performance 360 Analytical Frameworks Director. This pivotal role combines strong expertise in advanced analytics, leadership, and influence skills, combining technical skills to guide the process and the ability to translate complex issues into business recommendations. You will play a key role in the HI+MP global team, driving transformation and contributing to the company's marketing strategies. Your primary responsibility will be to enhance our data-driven decision-making capabilities, delivering actionable insights that shape our business strategies within the marketing community through the definition and implementation of metrics and data analytics frameworks.

Key Responsibilities:

Strategic Leadership:

• Unlock the power of the data: what is the right number? What it means? And what action should I take?

• Transform decision-making and delivering actionable data-driven analytics and insights

• decision-making confidence and quality based on descriptive analytics and prescriptive analytics solutions for executive audience

• identify key value drivers for different stakeholders (including Global Category Presidents, Global Strategy and Marketing Teams and HI OU leads among others) and define the key ways to visualize the data effectively

• Lead the implementation of comprehensive advanced analytics models that align with business objectives and drive informed decision-making, including Media Mix, Multi-Touch Attribution, Matched Panel Analysis, Value equation, Assortment, Forecasting, etc. Guiding and validating the processes conducted by Marketing Platform Services

• Lead and inspire the marketing performance and analytics team to deliver high-quality, impactful analyses that translate data into actionable insights for marketing initiatives with a business purpose.

• Provide an external focus view that fosters curiosity among the system in terms of how to interrogate the data to drive a better decision-making process.

• Oversee the development, validation and maintenance of advanced analytics models, ensuring accuracy, relevance, and scalability.

• Responsible for ideating, overseeing the creation and implementation of customized global analytical solutions across multiple markets to drive increases in revenue, profit, basket penetration, recruitment, and in-store execution.

• Drove global coordination and support for advanced analytics projects which propelled a deeper understanding of their most important global markets.

Collaboration and Stakeholder Management:

• Partner with senior leadership and key stakeholders across the marketing community to identify analytical needs and opportunities. This considers global teams and OU CMOs

• Collaborate with cross-functional teams, including finance and operations, to integrate advanced analytics into business processes and strategies. Including the development of attribution models.

• Present complex analytical findings and recommendations in a clear, concise manner to both technical and non-technical audiences with different seniority levels. Ability to tell the story behind the numbers.

Technical Expertise and Innovation:

• Understand advanced statistical methods, econometric modeling, and machine learning techniques to analyze and interpret complex data sets.

• Drive innovation in advanced analytics methodologies, staying at the forefront of industry trends and technologies.

• Establishing robust data governance practices for our consumer metrics

• Lead the evolution of our taxonomy of human behavior and activity Data Pillar through innovative data use cases, with a particular focus on leveraging first-party data.

• Define and refine structured frameworks to capture, categorize, and analyze consumer behavior, ensuring our data strategy aligns with business objectives.  

Team Leadership and Development:

• Mentor and develop a high-performing team of external data scientists and analysts, fostering a culture of continuous learning and professional growth.

• Manage workload distribution for team extended resources, including retainers and MPS team members

• Promote a collaborative and inclusive work environment that encourages innovation and knowledge-sharing. Including the establishment of the Global Marketing Performance Council.

• Collaborate with cross-functional teams to translate complex data gathering on behavior into actionable marketing data strategies enabling data-driven decision-making.

• Enforce metrics governance across the organization, this includes in terms of protocol management as well as the relationship across the OUs

Marketing Community Engagement:

• Act as a trusted advisor to the marketing community, providing insights that inform campaign strategies, customer segmentation, and market trend analysis.

• Lead efforts to measure the effectiveness of marketing campaigns through advanced analytics, optimizing ROI and identifying opportunities for improvement.

• Develop and maintain strong relationships with marketing leaders, ensuring alignment between analytical initiatives and marketing goals.

Qualifications:

Education and Experience:

• Bachelor in Statistics, Mathematics, Economics, Data Science, or a related field. Masters level is a plus

• A minimum of 10 years of experience in advanced analytics, with a proven track record of leading successful analytics teams and projects.

• Agency Corporate and System experience is a plus

• Multi country experience is desirable

• OU experience is desirable

Technical Skills:

• Advanced analytics tools and programming languages such as Python, R, SAS, and SQL knowledge is a plus

• Extensive experience with data visualization tools such as Tableau or Power BI.

• Strong understanding of econometric modeling, predictive analytics, and machine learning algorithms.

Leadership and Communication:

• Demonstrated ability to lead and inspire teams, driving engagement and high performance.

• Exceptional communication and presentation skills, with the ability to convey complex analytical concepts to diverse audiences.

Business Acumen:

• Deep understanding of marketing principles and strategies, with the ability to translate analytical insights into actionable marketing recommendations.

• Strong problem-solving skills, with a strategic mindset and the ability to think critically and creatively.

• learning to adapt existing solutions to address emerging business opportunities.

• System leadership and alignment: Ability to develop explicit plans to ensure profitability at scale by prioritizing shared value and aligned interests with System partners.

• Proficiency in maintaining and enhancing business intelligence tools in PowerBI.

• Ability to learn and effectively use data platforms (e.g., CCV Harmoni) to obtain and analyze relevant information.

What We Can Do For You:

• Career Development: The Coca-Cola Company offers a wide range of resources and programs to support your career development, including global learning programs and leadership development programs.

• Innovation & Technology: The ability to work with an award-winning team that is on the cutting edge of innovation. 

• Learning Culture: Access to resources such as LinkedIn Learning and management programs that give you the resources to continually develop your skills and knowledge. 

Data Science; Customer Insights; Analytical Thinking; Thought Leadership; Data Driven; Forecasting; Actionable Insights; Human Insights; Business Intelligence (BI)