IT - Senior Manager - Consumer Data and CDP

What makes this a great opportunity?

We are seeking an experienced Senior Manager of Consumer Data to join our Consumer Data and Delivery team. This role is pivotal in establishing a solid foundation for translating consumer data into actionable business insights that will drive growth across our portfolio by leveraging the Consumer Data Platform (CDP) and other data repositories. The ideal candidate should possess extensive experience in working with consumer data and supporting marketing functions through data-driven decision-making. Combining analytical and technical expertise with strong business acumen, you will bridge the gap between technical teams and business stakeholders by connecting consumer behavior with commercial outcomes. In this role, you will collaborate with the team to transform complex data patterns into clear and strategic recommendations, enhancing our marketing effectiveness.

Role 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

•    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
•    Understanding of digital marketing, social media analytics, and consumer journey mapping
•    Proficiency in statistical analysis and data mining techniques.
•    Familiarity with data modeling techniques and frameworks

Experience

•    7-10 years of experience in data analytics, with a focus on consumer analytics preferably in the CPG or spirits industry or working with agencies
•    Proven track record of leading and managing teams to deliver innovative data solutions.
•    Proven experience in conducting consumer segmentation analyses to identify target audiences and tailor marketing strategies accordingly.
•    Experience designing and analyzing A/B tests to evaluate the effectiveness of marketing campaigns and strategies.
•    Background in utilizing consumer data to perform sales forecasting and trend analysis, providing actionable insights for sales and marketing teams.
•    Experience in analyzing and optimizing cross-channel marketing efforts, measuring impact across digital and traditional media.
•    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