What are the responsibilities and job description for the Manager, Precision Marketing & Optimization position at Molson Coors?
Date: Jul 12, 2022
Location:
Chicago, IL, US
Requisition ID: 22691
A Career in Beer and Beyond:
Our purpose at Molson Coors Beverage Company is to brew beverages that unite people to celebrate all life’s moments. We’ve been brewing iconic brands for over 350 years and are now proud to be offering a modern portfolio that expands beyond the beer aisle.
We are Talent Brewers with our culture routed in our core Values. We believe in our brands and our people, and that diversity WITH inclusion is the key to a winning team culture. We want you to join our team of brand ambassadors who believe the world is full of untapped opportunities. So, if you get excited about making a real difference as part of a winning team like we do, we want to hear from you.
The Headlines:
This role is responsible for management of our real time Media and Creative Optimization capabilities across a sub segment of brands across North American markets. This person will develop and coordinate analyses of our media and creative executions across a portfolio of brands identifying key learnings and optimizations that result in improvement on our return on marketing objectives.
This role will help advance our data-driven approach to media planning and optimization. It is important that this person is able to form strong relationships throughout Molson Coors and with key external partners
The Responsibilities:
This role is responsible for elevating our approach to marketing in the digital age including:
- Execute and deliver real time measurement and planning tools (e.g. Multi Touch Attribution (MTA), Marketing Mix Models (MMM), Unified Marketing Measurement (UMM), Marketing Experiments and Matched Market Analyses) used by our portfolio of brands for creative and media optimization.
- Act as a consultant and advisor to our partners across Marketing and within the Commercial organization
- Use advanced models, predictive analytics, scenario planning, and in-market testing to uncover business drivers and help improve the impact and efficiency of our marketing
- Identify data sources and KPIs that are predictive of success
Manage the day-to-day execution of the annual Media Experiment plan - Build and deliver tools that enable the marketing team and our agency partners to optimize media and creative executions with confidence
- Manage External Partnerships including selection and day-to-day communication with vendors and publishers
As a subject matter expert, this role will lead key process and provide on-going education to Brand Marketing and other internal functions so that the enterprise can keep up with the pace of change in marketing.
Analytics:
- Descriptive: Identify business questions, build tests, conduct analysis and interpret data, translating the information into digestible & actionable outputs
- Predictive: Build and apply models that measure marketing effectiveness to guide spending decisions across brand portfolio
- Prescriptive: Run optimization and simulation scenarios to help build plans and create recommendations for alternative initiatives
- Marketing Experiments: Design “Test and Learn” experiments to measure impact of various marketing activities on the business
- Experience with unified marketing measurement programs a plus.
- Experience interfacing with publisher-led lift studies (branding, sales)
Delivery
- Act as a trusted internal consultant and strategic advisor to stakeholders within Marketing, including brand teams, media and insights teams.
- Translate complex analytics & models into simple, scalable tools, insights & dashboards that can be easily understood, used & applied effectively by the business
- Deliver MTA and test results to the business
- Ensure marketing measurement and optimization best practices are incorporated across the enterprise.
- Ownership of the execution and reporting of the annual media experiment plan
- Work efficiently and effectively across multiple brands and cross functional partners
Data and Technology
- Drive implementation of large analytic platforms and projects including Multi-Touch Attribution, Marketing Mix Analysis, Test and Learn, A/B testing in partnership with internal teams and external agency partners
- Influence the evolution of real-time measurement to quantify the effect of marketing communications on customer behavior and sales
- Execute against a roadmap driving marketing effectiveness maturity to create accurate comprehensive and efficient decision practices
- Execute pilots of new measurement approaches based on brand and market needs
- Develop and scale analytic solutions that address issues related to marketing effectiveness
- Identify opportunities and processes for improved data acquisition
- Collaborate with Precision Marketing team to influence Marketing Tech decisions
Leadership
- Influence senior stakeholders and decision-makers on investment and creative decisions
- Instills culture of data/measurement by leading the application of analytics to commercial challenges ensuring both analytical rigor and business benefit realization
- Manages analytic teams at agencies and other external vendors, leads day to day vendor communication around test and learn opportunities, learning agenda, measurement plans, etc.
- Assist in third party analytic vendor selection
The Other Qualifications:
- 7 years of media or marketing analytics experience with focus on evaluating the effectiveness of marketing campaigns, including different providers of analytics and research
- Experienced working with sophisticated measurement programs throughout the marketing funnel including Multi-touch attribution, sales lift, A/B tests, in-market experimentation, marketing mix analysis
- Experience problem solving and providing business insights and recommendations from data
- Experience in presenting technical content across different stakeholder audiences and influencing decisions
- Experience with analytical tools- Microsoft Excel, SQL, Tableau, Python, R, etc.
- The role requires the ability to understand test designs, interpret results, translate results into a program's impact to the company, prepare and present results to senior management
- Bachelor’s degree preferred
- Fully understands the consumer data landscape and its effect on marketing strategy
- Knowledge of media landscape, especially digital/social, with ability to apply to impact marketing opportunities
- Experience in programmatic marketing, both from a planning and execution standpoint
- Understanding of identity management landscape
- Familiarity with some/all of the following tools: IRI, DCM, Innovid, MRI, DoubleVerify, Nielsen Ad Intel/DAR
- Experience working with retail frequent shopper data and/or consumer transactional data.
Work Perks that You Need to Know About:
- Flexible work programs that support work life balance including a hybrid work model of 3 days in the office
- We care about our People and Planet and have challenged ourselves with stretch goals around our key priorities
- We care about our communities, and play our part to make a difference – from charitable donations to hitting the streets together to build parks, giving back to the community is part of our culture and who we are
- Engagement with a variety of Employee Resource Groups, which can provide volunteer opportunities, leadership experience, and networking through the organization
- Ability to grow and develop your career centered around our First Choice Learning opportunities
- Participation in our Total Rewards program with a competitive base salary, incentive plans, parental leave, health, dental, vision, 401k option with incredible employer match, generous paid time off plans, an engaging Wellness Program, and an Employee Assistance Program (EAP) with amazing resources
- On site Pub access to cool brand clothing and swag, top events and, of course... free beer and beverages!
- Work within a fast paced and innovative company, meeting passionate colleagues and partners with diverse backgrounds and experiences
At Molson Coors, the health and safety of our people is our number one priority. That’s why all offers of employment in the U.S. where legally permitted are contingent on the candidate showing proof of being fully vaccinated against Covid 19 (currently one dose of the Johnson & Johnson vaccine or two doses of the Pfizer or Moderna vaccine) to pass the pre-employment requirements. Individuals with medical issues or religious beliefs or practices that prevent them from getting the vaccine may request an exemption from the vaccine requirement.
Job Posting Grade: 11
At Molson Coors we seek diversity. Differing perspectives lead to challenging the expected, which keeps new ideas bubbling up. We’re an equal opportunity employer and invite applications from candidates from all backgrounds, race, color, religion, sex, sexual orientation, national origin, gender identity, age, disability, veteran status or any other characteristic. We take pride in celebrating our unique brew.
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