Marketing Effectiveness Regional Manager

Role Purpose/Background

In the Marketing Operations & MarTech (MOM) team, we establish the tools, capabilities, processes and ways of working that enable Diageo marketers to drive growth and competitive advantage.

Marketing Effectiveness (ME) and Analytics is one of our core competencies. Our ambition is to enable Diageo marketers to understand what drives growth and to action smarter investment decisions that make every dollar work harder. To achieve this, we are building the methodologies and tools needed to answer key business questions, to diagnose and optimize how our A&P is being spent, and to connect consumer and brand insights to business performance. Our ME & Analytics product suite is built around sustained and scaled products, including Business Driver Mix (econometric modelling), Catalyst (scenario planning and value diagnosis), Sensor (quarterly modelling for tactical media plans) and Talkability (share of talkability using search/social listening data). We are also continuing to build out globally scalable solutions including Test & Control incrementality testing, Sponsorship measurement, Influencer measurement and connection of brand and content performance to business outcomes. Alongside these measurement capabilities, we are also revamping operational processes required to regularly action the insights and recommendations from these tools and to embed the data-informed decisions into our business rhythm. This includes working with a variety of stakeholders in marketing, strategy, finance and commercial teams to operationalize our use of these tools to drive better choices and to deliver incremental business value.

The regional Marketing Effectiveness & Analytics teams consists of specialists that help bring to life the Effectiveness capabilities to enable marketers to make better data-informed decisions on how to best activate our brands to drive the best business outcomes. Reporting to the Marketing Effectiveness Lead in the North America, the regional Marketing Effectiveness Analyst will have a dotted line to the global central ME & A organization and be a critical partner to brands/markets, helping to operationalize global Marketing Effectiveness capabilities and ensure they are consistently applied to answer local business questions.

You will be responsible for supporting the execution of the regional Marketing Effectiveness agenda by applying global tools, analyses and methodologies to local business challenges. You will partner closely with markets, categories, and Global Marketing Effectiveness teams to deliver measurement plans, execute scenario planning, support modelling programs and translate outputs into actionable recommendations. You will also be responsible for driving adoption and utilization of key effectiveness tools, including Catalyst and Sensor, while helping ensure that markets have the appropriate data, measurement frameworks and capabilities required to maximize value from Diageo's Marketing Effectiveness investments.

Key Responsibilities

Support Regional Marketing Effectiveness Delivery

• Partner with regional, category, market and brand stakeholders to understand business questions and support delivery of Marketing Effectiveness plans.

• Work closely with Global Marketing Effectiveness team to execute the regional measurement agenda and support business priorities.

• Support delivery of regional, category and brand marketing performance objectives through application of Marketing Effectiveness tools and recommendations.

• Help track and communicate value delivered through Marketing Effectiveness initiatives and optimization actions.

Apply and Scale Global Capabilities

• Act as a day-to-day partner for markets and categories in applying global Marketing Effectiveness capabilities.

• Support implementation and adoption of global tools including Catalyst, Sensor, Business Driver Mix, Talkability, Test & Control and other effectiveness solutions. Implement the right solutions in partnership with markets/brands.

• Identify data, process or capability gaps that may limit adoption or effectiveness and escalate recommendations to the ME Lead.

• Help markets navigate available measurement solutions and connect business questions to the most appropriate global capabilities or discuss local pilots if global capabilities do not exist. In NA, bring to life solutions that help answer on key business questions.

Key Requirements

Qualifications

• 8+ years of experience in marketing analytics, marketing effectiveness, media analytics, consumer insights, consulting, econometric modelling agencies or related analytical roles.

• Experience working with marketing measurement methodologies such as MMM, attribution, incrementality testing, media measurement or related analytical approaches.

• Strong analytical and problem-solving skills with the ability to translate data into business recommendations.

• Experience working with large datasets and synthesizing insights from multiple sources.

• Understanding of marketing investment, media planning and business performance drivers.

• Ability to communicate technical concepts and analytical findings clearly to non-technical audiences.

• Experience managing multiple projects and stakeholders simultaneously.

• Strong collaboration and stakeholder management skills.

• Curiosity and willingness to learn new measurement methodologies, tools and technologies.