Marketing Effectiveness Specialist at Nestle

Position Summary

• Owns the Marketing Effectiveness Programme.  Performs qualitative and quantitative analysis to ensure efficiency and effectiveness of marketing investments. Partners with cross functional teams to ensure brand and portfolio strategies are aligned. Responsible for the marketing ROI programme as a priority and implementing the programme in market. This includes, but is not limited to, upskilling cross functional teams on the programme.

A day in the life of the Marketing Effectiveness Specialist:

Program management in market:

• Collaborate closely with the data quality lead in identifying the type of data needed to be further input to the model.
• Recommend additional data to be acquired to increase the accuracy of the model if needed.
• Work closely with the analytics service line hub to deliver the planned Marketing Mix Modelling (MMM) across the brand portfolios by being their spokesperson in the market, bringing local expertise related to data specificities, business activities and category/brand specificities.
• Co-lead the model validation to ensure high quality and explain ability of the model.
• Assume responsibility as subject matter expert locally in evangelizing MMM methodology /benefits associated, demonstrate the capabilities of predictive models in specific trainings as needed and respond to questions from internal stakeholders.
• Support the embedding of effectiveness metrics in the various business process.

Data to insights:

• Support the brand teams in turning model results from the app into concrete insights related to activations effectiveness overall (trade & consumer promotions, media and CRM and detailed campaign optimization).
• Collaborate with media agencies to make them familiar with the learnings and partner closely with them to integrate them into their media plan recommendations.
• Identify meta learnings at market level in terms of portfolio choice, activation mechanics and media channels/plans in terms of effectiveness associated with brand objective.
• Work closely with the insights team to ensure that all insights learnings are effectively utilised to get the most out of the programme.
• Market value realization
• Effectively communicate status and progress of the program to global and local leadership teams and various stakeholders.
• Project management of the programme.
• Track and report overall effectiveness of the program through specific KPIs

Market Share Forecasting & Modelling

• Produce monthly market share forecasts for all key brands and categories using historic trends, accuracy benchmarks, NPD assumptions, seasonality patterns and pricing.
• Maintain high forecast accuracy (e.g., 90–99%) by continually refining models and validating assumptions using up-to-date data.
• Build scenario-based market share projections incorporating macroeconomic indicators, share of voice/share of market metrics, and competitor investment shifts.
• Integrate future innovation pipelines, NPD performance, and portfolio changes into forecasting models.

What will make you successful

• BSc Data Science and Business or BCom in Mathematics or Data
• A minimum of 5-10 years’ experience within a Sales/ Business/ Marketing Analyst or a Data Specialists in commercial functions or brands
• Must understand data and be commercially savvy
• Must have project management skills
• Must understand marketing and media
• Experienced partnering with cross-functional teams is required
• Must be comfortable with doing presentations