Growth Analytics Lead - India

Job Description

Job Profile Summary: The India Growth Analytics Lead is part of the broader India Insights & Analytics (I&A) Team which also includes Category Insights and Shopper Insights Managers. The key purpose of this position is to lead a India Growth Analytics sub-team who will provide Prescriptive Analytics that drive agile fact-based decisions and business growth in India. Specifically, this position is expected to establish, strengthen and advance key Analytics pillars namely: Marketing-Media Analytics, Pricing & Strategic Analytics, First party data analytics, Social listening and Business Intelligence. This position requires the right balance of analytics skills and business acumen and strong ability to communicate and partner with other functions, along with strong leadership qualities. This role will require close collaboration with other functions: Category Insights, Shopper Insights Managers, Marketing, Media, Finance, Category Planning & Activation & RGM (Sales).

Responsibilities:

Business Optimization : Promotes the use of advanced modelling and analytics in order to improve the return on marketing investments and to develop fact-based plans for the key Brands Generates and communicates the learning on application of analytics to business issues and is responsible for the identification of general principles that guide the investment of marketing & trade spend and pricing strategies Leverages the analytic tools in conjunction with the BU portfolio to inform opportunities on the distortion of resources across Categories/Brands Provides consolidated reporting for in-market performance and forecasts.

Market Mix Modeling (MMM) / Planning & ROI Independently manage multiple Marketing Mix Modeling projects which are identified as key priorities in the India BU Prepare & present regular ROI analyses, with actionable insights and opportunities, to relevant BU stakeholders Collaborate with Media Team, in Portfolio Advertising Spend optimization and distortion analysis based on MMM learnings across categories in India and potentially support Global Growth Analytics for any broader advertising optimization exercise.

A&C/Trade ROI Measurement: Continuity, Consistency & Comparability Ensure Good ‘Science’, advanced statistical, calibrated Econometric Modeling Harmonized key metrics, definitions, inputs to enable “apples to apples” comparison across brands, markets on ROI’s, drivers of growth Cover business/brand drivers holistically ensuring sufficient granularity (especially Media mix, Price & Promo, NPDs)

Pricing Analytics

Independently manage multiple Pricing Research or Price Pack Architecture Analyses based on identified priorities and needs in the India BU.

Utilize core PPA tools such as Mekko Charts, Threshold and Quartile analyses and run Pricing Simulators to flesh out and measure key PPA opportunities in India.

Category Forecasting

Forecast category growth for next 1-4 yrs leveraging the current best model/framework.

Working with cross-functional team to align and understand the trends and assumptions and then integrate category forecast in Annual Plan and Strategic Plan.

Validate the category growth forecast and identify opportunities to better recalibrate current models.

Continuous Improvement & Innovation in New age analytics

Develop category knowledge, ROI, Media optimization learnings from MMM and Portfolio optimization opportunities and enhance inputs to Brand Drivers modeling, ROI measurement & Optimization capability

Continuous process improvement to reduce cycle time & costs across all elements of the MMM process – esp. data collection, modeling

Understands and is able to drive social listening skill set within the team and use social listening tools to analyze and share inputs for the growth agenda of the BU.

Is able to forecast new product volumes accurately.

People Management

Leads the development of a strong Growth Analytics sub-team in India that can provide the right insights and analytics to drive growth

Conducts annual / mid-year appraisals with direct reports and ensures that personal development plans are in place for all team members

Mentors the team

Communication: Communicate all learning and insights in a compelling way to drive action: Ensure presentations and reports are clear, timely and inspiring as well as actionable. Influence BU Teams. Build management confidence in recommended actions with appropriate interpretation and integration of key concepts.

Workshop & Activation: Set up detailed agenda, invite key stakeholders, arrange other logistics related to a debrief workshop to share and align on the learnings, recommendations which should be considered for short term (Annual Business Plans) and long term (Strategic 3-year Plans).

Required Skills & Qualifications:

Min 15+ years working experience in marketing research, Advanced Analytics preferably at a CPG or FMCG company and 7 years in MMM & forecasting/business planning in increasing responsibility positions.

Min. Bachelor’s Degree (Social Science, Business Administration, Marketing, Statistics, Economics, required)

MBA or MA in Social Science with concentration in research, marketing, quantitative analysis is required. PhD is a plus.

High analytical skills and wisdom/judgement to evaluate and improve delivery • Strong knowledge of advanced analytics methods ( Marketing Mix Econometric modeling, Forecasting Simulators , Price Pack Architecture / Pricing, Dashboarding, Innovation Incrementality. etc.)

Able to synthesize data from different sources into a well-structured story with clear implications

Has very good understanding of Pricing concepts – Price elasticity, demand & supply theory, role of pricing in relation to other marketing mix sales drivers

Good interpersonal, intercultural and communication / influence skills

Worked with Market research data sources (Retail Measurement, Brand Health Trackers and Consumer & Shopper panels, Euromonitor, assessment of data quality)

Effective management skills to develop team and lead/contribute to project management of custom projects.

Competent in all standard PC packages including Excel, Word, PowerPoint

Experience in using Nielsen Retail Audit database software (Answers, Nielsen Insight Studio) to extract data, prepare reports & dashboards

Strong knowledge, capability & experience in Household Consumer Panel, Euromonitor & Media Databases

Experience in working with advanced statistics

More about this role

This position requires a proactive, mature and self-reliant person who can always take the initiative and influence within a broad team environment. Specific skills also include Superior written and verbal communication skills. A strong storyteller, a lucid and structured communicator, who makes their point clearly and persuasively.

Must be able to handle numerous projects at one time and meet fast turnaround deadlines

Advanced organizational skills

A good balance between using empirical data and common sense and “gut feel”

Prior knowledge and experience of the Mondelēz International organization is preferred but not a requirement.

Persuasive and stimulating ‘packaging’ and presentation of all materials is a significant part of the job, as is explaining/arguing/defending/developing the thinking in all meetings and communication scenarios.

Balancing the ability to deliver with urgency with the ability of keeping momentum due to the reality that building capabilities is more of a marathon than a sprint • Take, understand and establish project briefs, communicating and presenting to all parties to ensure the approach is supported, project managed and excellence is achieved

Become a respected internal source of knowledge on best practices





Within Country Relocation support available and for candidates voluntarily moving internationally some minimal support is offered through our Voluntee