Marketing Effectiveness Regional Manager

About the role

Diageo's Marketing Operations & MarTech (MOM) team builds the tools, processes and ways of working that let marketers drive growth and competitive advantage. Marketing Effectiveness (ME) and Analytics is a core competency, with products such as Business Driver Mix, Catalyst, Sensor and Talkability, plus Test & Control incrementality testing, sponsorship and influencer measurement. The regional Marketing Effectiveness & Analytics team reports to the Marketing Effectiveness Lead in North America, has a dotted line to the global ME & Analytics organization and partners with brands and markets to apply global capabilities locally.

Key responsibilities

• Partner with regional, category, market and brand stakeholders to understand business questions and support delivery of Marketing Effectiveness plans.
• Work with the Global Marketing Effectiveness team to execute the regional measurement agenda and support business priorities.
• Help track and communicate the value delivered through effectiveness initiatives and optimization actions.
• Act as a day-to-day partner for markets and categories in applying global capabilities, and implement the right solutions in partnership with them.
• Support adoption of global tools including Catalyst, Sensor, Business Driver Mix, Talkability, Test & Control and others.
• Identify data, process or capability gaps that limit adoption and escalate recommendations to the ME Lead.
• Help markets choose the most appropriate measurement solution, or discuss local pilots if global capabilities do not exist.

Required profile

• 8+ years of experience in marketing analytics, marketing effectiveness, media analytics, consumer insights, consulting, econometric modelling agencies or related analytical roles.
• Experience with marketing measurement methodologies such as MMM, attribution, incrementality testing and media measurement.
• Ability to manage multiple projects and stakeholders simultaneously, with strong collaboration and stakeholder management skills.
• Curiosity and willingness to learn new measurement methodologies, tools and technologies.

Required skills

• Strong analytical and problem-solving skills, able to turn data into business recommendations.
• Experience with large datasets and synthesizing insights from multiple sources.
• Understanding of marketing investment, media planning and business performance drivers.
• Ability to explain technical concepts and analytical findings clearly to non-technical audiences.