IT - Senior Manager - Consumer Analytics

Role Responsibilities

We are seeking a Senior Manager of Consumer Analytics to join our Consumer Data and Delivery team. The role will focus on setting the foundation and translating consumer data into actionable business insights that drive growth across our portfolio. The ideal candidate must have strong experience working with consumer data and supporting marketing functions in data-driven decision making. You will combine analytical and technical expertise with business acumen to connect consumer behavior with commercial outcomes, serving as a bridge between technical teams and business stakeholders. The role will work with the team to transform complex data patterns into clear, strategic recommendations to enhance our marketing effectiveness.

Key Responsibilities

•    Develop and implement consumer analytics strategies that align with broader business objectives across marketing, sales, and product development 
•    Analyze consumer data from multiple sources including owned, paid, social, retail partners, digital marketing platforms, and third-party providers. 
•    Identify data strategy to detect consumer behavior with 1st, 2nd and 3rd party data (including but not limited to social, Foot traffic, Psychographics, demographics, basket analysis, consumer spending behaviors etc.)
•    Link consumer behavior data with sales and point-of-sale (POS) data to identify cross-domain patterns and opportunities 
•    Identify Trade Marketing use case opportunities based on consumer insights (i.e. sampling cohorts, display hyper localization, promotion targeting etc.) to optimize brand investments and digital marketing initiatives
•    Support marketing mix model development to support brand investment strategy optimization (i.e. media by channel, sampling, promotions, displays, events, VAPs, coupons etc.)
•    Partner with data scientists to define relevant use cases and analysis scenarios that address business needs like marketing campaign optimization, spend effectiveness etc.
•    Support digital marketing team by enabling self-service analytics capabilities to monitor and optimize owned and paid channels
•    Leverage analytics and BI platforms like Google Cloud / Power BI / CDP etc. to deliver insightful and compelling data stories 
 

Qualifications

Skills:
•    Proven experience working directly with marketing teams and supporting marketing functions with data-driven insights and understanding marketing metrics and KPIs
•    Demonstrated success in generating actionable business insights from complex consumer datasets 
•    Track record of transforming analytical findings into business recommendations 
•    Background in working with cross-functional teams and communicating with diverse stakeholders
•    Experience with consumer behavior analysis, segmentation, and targeting
•    Understanding of digital marketing, social media analytics, and consumer journey mapping

Experience:
•    7-10 years of experience in data analytics, with a focus on consumer analytics preferably in the CPG / FMCG or spirits industry or working with agencies
•    Proven track record of leading and managing teams to deliver innovative data solutions.
•    Proficiency in programming languages such as Python or R for data analysis and modeling, in addition to traditional BI tools.
•    Familiarity with cloud-based analytics platforms (e.g., Google Cloud, AWS) to manage large datasets efficiently.
•    Ability to communicate effectively across technical and non-technical teams, translating complex data concepts into actionable business strategies.
•    Project management expertise and ability to manage multiple initiatives simultaneously