OPENMIND      

Job Title: Analytics Manager  

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 Nestle 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 Nestle 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 Analytics Manager, role is here to bridge the gap between Nestlé Category and Cluster teams with the internal practice areas of Analytics and Investment Media Tools. This position plays an integral part in supporting media investment teams as they allocate 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:      

• Champion the usage of holistic media planning software, understands the mechanisms behind, in order to explain and train local teams into it usage.
  • Maintain periodic conversations with local markets and monitors usage progress over time.
• Work with ZEUR markets to calibrate Marketing Mix Model response curves into the agency media planning software.
  • Consolidate Marketing Mix Model results by category and market.
  • Utilize statistical techniques to apply available FMCG benchmarks to complete missing information.
  • Work collaboratively with the Above Market Analytics lead to develop a framework of operation to embed these results into the agency media planning software.
  • Drive the integration of Business Results into Campaign Design
• Perform budget setting exercises at ZEUR level and provide recommendations on a diverse array of channel budget optimization tools and methodologies to be applied in cluster.
• Provide relevant inputs to ZEUR Media Principles and work with the cluster markets to localize sufficiency guidelines.
  • Integrate key media concepts into the narrative, such as: reach, frequency, grps, carry over generation, multimedia measurement, brand-demand generation.
  • Collect relevant data assets from markets in cluster to localize sufficiency guidelines.
  • Explain and trains local cluster markets into the usage of these concepts.

YOUR KNOWLEDGE & ABILITIES:      

• Bachelor’s degree, preferably in Applied Math, Statistics, Economics, or Management (with heavily quantitative classwork)
• Experience in a highly analytic or strategic role
• Detail-oriented, comfortable working with numbers, and able to apply statistical methods within a Marketing context
• Self-motivated; self-starter; strong attention to detail
• Able to work on multiple projects at the same time
• Polished verbal and written communications skills
• Familiar with some of theoretical / practical knowledge on the techniques described below:
  • Marketing or Media Mix Modelling (understand outputs, perform)
  • Regression / Multi-variate regression analysis
  • Ad Effectiveness research
  • A/B Tests, Lift analysis, Multicell analysis
  • Digital & Multi-touch attribution
• Media Mix Optimization, based on response curves
  • Pivot tables, complex functions in Excel
  • Microsoft Office (Excel, Word, PowerPoint)
• Extensive experience using PowerPoint and delivering presentations to senior stakeholders.
• Calm under pressure and able to always think about the bigger picture.

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