Business Director, Applied Analytics

GROUPM; Derry/Londonderry; On-site; GBP 60,000 - 100,000; Full time

Job description

Description

Position at OpenMind

OPENMIND

Job Title: Business Director, Applied Analytics

Department / Team: OPENMIND ZEUR Above Market Team

ABOUT OPENMIND

OpenMind by WPP is an integrated agency model drawing on talent from across WPP. It has been created to accelerate the European transformation for Nestlé’s media function. Core to the solution is the advanced best data and technology capabilities, fueled by WPP’s investment in AI, to maximize the impact of Nestlé media investment.

ACCOUNT OVERVIEW

OpenMind was recently awarded the ZEUR assignment for Nestlé Europe. With 47 countries, +450 team members, and regular new product launches, the account is looking for a Business Director to provide strong Analytics experience and leadership for in-scope Nestlé categories. Being above market, the role offers plenty of variety, with an enjoyable balance between driving growth for brands, strategic consultancy and laying the framework for excellence, ensuring we’re delivering change at scale.

OVERVIEW OF ROLE:

The Business Director, Business Intelligence role is here to bridge the gap between Nestlé Category teams and Analytics best practice. This position plays an integral part in supporting media investment teams as they set their annual media budgets and optimize effective plans for their accounts. This includes developing a thorough understanding of the media marketing measurement landscape and being able to effectively articulate complex concepts in a digestible way to clients and internal teams.

We have a unique opportunity to raise the bar for Analytics across ZEUR, working with some of the biggest brands on the planet. You will help drive the education of the wider Local Market teams on your approach to ensure the same principles ring true across the region, driving Analytics excellence further still.

RESPONSIBILITIES:

1. Lead the creation of budget setting exercises at ZEUR level and provide recommendations on a diverse array of channel budget optimization tools and methodologies to be applied centrally.
   1. Leverage Marketing Mix Models and Media Best Practice to achieve this goal.
   2. Leverage Nestlé Measurement Framework to understand the different ways each touchpoint performance is measured (RDM, Search, TV, Online Video, others).
2. Work with markets in Europe to calibrate Marketing Mix Model response curves into the agency media planning software.
3. Lead the development of consolidated Marketing Mix Model analysis for Nestlé Category teams.
   1. Utilize statistical techniques to apply available FMCG benchmarks to complete missing information.
4. Provide relevant inputs to Nestlé Zone Europe Media Principles and work with category to localize this guide.
   1. Integrate key media concepts into the narrative, such as: reach, frequency, GRPs, carry over generation, multimedia measurement, brand-demand generation.
   2. Collect relevant data assets from markets in cluster to localize sufficiency guidelines.
   3. Explain and train local cluster markets into the usage of these concepts.

YOUR KNOWLEDGE & ABILITIES:

1. Bachelor’s degree, preferably in Applied Math, Statistics, Economics, or Management (with heavily quantitative classwork).
2. Experience in a highly analytic or strategic role.
3. Detail-oriented, comfortable working with numbers, and able to apply statistical methods within a Marketing context.
4. Proactive; strong attention to detail.
5. Able to work on multiple projects at the same time.
6. Polished verbal and written communication skills.
7. Familiar with some of theoretical/practical knowledge on the techniques described below:
   1. Marketing or Media Mix Modelling (understand outputs, perform).
   2. Regression / Multi-variate regression analysis.
   3. Ad Effectiveness research.
   4. A/B Tests, Lift analysis, Multicell analysis.
   5. Digital & Multi-touch attribution.
8. Media Mix Optimization, based on response curves.
9. Extensive experience in delivering presentations to senior stakeholders.

(Please note this is a UK based role and requires individuals to have the right to work in this location)