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ROI Engine Product Manager

4 months ago


Reading, Reading, United Kingdom PepsiCo Full time

Overview

Preffered location: Poland or Turkey

Europe started its Advanced Analytics journey in 2020 as a mission critical capability for delivering the Faster / Better / Stronger strategy for both Europe Sector and across PepsiCo generally. For Commercial specifically, this reflects the fundamental role that Advanced Analytics will play in underpinning major components of our strategy across both Marketing & GTM / Channel. One of the global Advanced Analytics initiatives that have been chosen for the Europe rollout is ROI Engine.

The ROI Engine is a globally launched machine learning-powered measurement system that allows to make smarter decisions in measuring marketing campaign effectiveness and return-on-investment (ROI) in-house. Essentially this is an in-house Market Mix Modelling solution. The capability has already been successfully rolled out across many Sectors in Pepsico including Europe, generating substantial productivity savings.

ROI Engine is a key capability for PepsiCo and one that we believe has potential to deliver a key point of competitive advantage. PepsiCo has committed publically on both the opportunities this capability offers, and our ambition to scale this across total PepsiCo.

Accountable for the ROI Engine Europe Product across strategy, development and marketing. Without this role, we would be unable to adapt, design and deliver ROI Engine for European market as a simple lift and shift of the North American tool will not be successful, given significant differences in both data and media landscape.

Beyond initial deployment, this role will deliver the roadmap to industrialise ROI Engine for Europe. This will require identifying and securing the supporting data fabric, outing place controls and QC to ensure data sets are fit for purpose and coordinating the build of data pipes to ensure that foundational data sets are refreshed regularly. The role will also design WoW across data engineering and data science (local and GBS) to ensure analytics outputs remain robust. Finally, the role will coordinate the design and delivery of a User Interface / User Experience to facilitate ongoing ease of use within the business.

Responsibilities

  • Strategy: own, evolve and deliver against roadmap for the product, with focus on:
  • identifying immediate needs driven through stakeholder engagement
  • identifying future needs based on demands from end users
  • identifying future opportunities based on availability of new data and analytical techniques
  • Development: create a standardised solution that can be lifted and shifted to multiple markets with ease
  • Accountable for the builds to new iterations of the product
  • Accountable for the versioning and versioning control of product
  • Marketing: create, shape and own the messaging around the product; it's benefits, opportunities etc
  • Own the collateral and case studies for the product
  • Coordinate training needs / provision to support stand up and adoption within the business.

Qualifications

  • 5+ years of experience in a significant Data / Analytics role - preference for previous technical experience in either Market Mix / Econometric modelling.
  • Experience in program management of technical teams, ideally also involving experience with data governance (e.g. data bible, Dev Ops).
  • Technical understanding of Cloud Computing and advanced analytics tools (up to and including coding in R and / or Python)
  • Strong analytical acumen and quantitative skills with a demonstrated ability to translate information and data into actionable insights story and strategic recommendations
  • Excellent communication skills, both verbal and written
  • Leadership and influencing skills, ability to demonstrate confidence in communications with stakeholders at all levels and under high pressure
  • Solid organizational and project management skills with the ability to manage multiple projects at once delivering strong, detailed execution
  • Ability to work in a fast paced environment, matrix org, adapt to changes and effectively work and collaborate in cross-functional teams
  • Solid understanding of how data & analytics can be used to drive business impact in marketing - comfort and good intuition around advanced analytics, with a good basic understanding of modelling techniques and advanced applied skills (e.g. Regression, Customer life cycle value, A/B testing) - though no requirement to be able to build models or apply these skills.
  • High degree of functional proficiency with data visualisation, Power Point, and data analytics software
  • Ability to travel up to 10% of time to present to the senior stakeholders in internal Marketing and Media CoE teams