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CIR – Belcorp - Job Description: CIR Media and Omnichannel Advanced Analytics Analyst

Country: Colombia

This is a critical role within the CIR Strategic team at Belcorp and works directly with the Belcorp Omnimedia Senior Manager and CIR Advanced Analytics Director and the Multifunctional team to drive our efforts to maximize the Media learnings and insights behind our comprehensive Data Ecosystem and Data Analytics for LATAM, focusing on developing capabilities and learnings for Understanding the Marketing Mix Modelling to influence and shape our business.

The large amount of Internal data and consumer information allows us to identify new ways to optimize our media resources, make us more profitable and efficient in our brand strategies, identifying the best ways to optimize and grow our business, and generating analysis models that allow us to project this growth. This person is expected to be an expert in harnessing the power of data, analytics & insights to drive business impact by shaping decision making across the organization and should demonstrate a good mix of deep strategic analytics & execution.

The position reports to both the CIR Director of Advance Analytics (functional lead) and the Omnimedia Senior Manager and sits on the Belcorp Corporate team. Position has exposure to the multifunctional team, aiming to share and reapply best practices for insights discovery and activation.

Key responsibilities

  1. Works closely with the Belcorp Analytics & Omnimedia teams to build an Insights-led, Data-Driven culture in terms of media optimization across our brands and markets while leveraging Data Strategy & Advanced/Predictive Analytics.
  2. Develops a Media & Omnichannel measurement ecosystem, including ATL and BTL & Digital platforms (Facebook, Google, Instagram, TikTok, among others) core metrics, and its effect over Belcorp’s business. Stays up to date on best-in-class measurement practices and has a deep understanding of how the media platforms continue evolving across the region.
  3. Develops analytics models, define success metrics and objectives, reports results to determine ways to improve media strategies/achieve larger business objectives.
  4. Supports the creation of MMM (Marketing Mix Modelling) analytic frameworks leveraging data assets across Belcorp brands. Deploys tools created with advanced analytics to unlock demand and/or drive deep consumer/customer engagement. Build specific Use Cases and their impact on all channels in share, sales & penetration, to drive Belcorp’s Precision & Performance in media efforts across LATAM.
  5. Works with internal and external vendors/teams to build, to feed with Data the model and to manage the metrics platforms creating a MMM Marketing Mix Modelling/Attribution Model ecosystem.  
  6. Focuses on insights discovery and activation to improve/optimize our core media strategies across three brands and core markets. Actively and assertively shares this knowledge across the Brand and Media organization.

Qualifications (must haves in BOLD)

  • Bachelor’s degree required. Master’s Degree or additional education with an emphasis in Marketing, Economics, Data Science and or Computer Science preferred.
  • 1+ years of progressive experience in Marketing Research, Advanced or Digital Analytics, or related fields.  
  • Experience working with Analytics to influence Marketing and Brands (Channel Optimization, Marketing Mix Modelling, Forecast, portfolio, pricing, among others) and working closely with cross-functional teams – Omnimedia, Marketing, IT & Data Science teams.
  • A deep understanding of Data Science Techniques and Analytics is required. Technical analytical expertise and conversant in a range of quantitative and qualitative ad hoc research techniques.
  • Demonstrated expertise in usage with tangible insights discovery and activation leveraging one or more of these data analysis tools (required): a) Visualization/Data management (Tableau, Qilk, Microstrategy), b) Digital/Social Metrics (Google Analytics, Adobe Analytics, social platforms), c) Data structuring, query/discovery and deep analytic tools (Robyn, DataIQ, Alteryx, BigQuery, SQL, Python, R, Excel)
  • Excellent communication skills: ability to think analytically to understand complex or ambiguous problems or issues and communicate solutions/conclusions clearly and concisely.
  • Willingness to “have an opinion” backed up by insight and the confidence to influence key stakeholders in meetings and one to one basis.
  • Experience working with Media planning & Strategy in FMCG markets.

Área de trabajo: Computer Science, Database, SQL, Technology

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