Abbott - Manager - Analytics & Insights - Media/CRM

Tracking Of CRM, Media, E-commerce And Overall Digital Performance.

- Track and streamline the data captured from digital and performance marketing, CRM and loyalty channels to provide inputs to both the country and regional teams on areas around ROI measurement, KPIs tracking, etc and linking it with brand health track KPIs, business metrics like share of market, offtakes and other commercial data.

- Develop, implement, and refine core marketing measurement frameworks and models in CRM, Loyalty, Media, Digital and E-Com (e.g., attribution, engagement, churn, ROI, experiment methodology, segmentation).

- Source relevant data from a wide range of enterprise data lakes, CDPs Salesforce, GA4, E-com platforms like Amazon or Flipkart and automate collection processes to build reports, predictive models and machine-learning algorithms; and combine models through ensemble modeling.

- Leverage data from additional sources like Facebook Ad accounts, brand health tracking, etc. to provide answers to a broad range of high-impact business questions on the impact of digital marketing, CRM and digital campaigns to drive growth.

- Work closely with digital & CRM agencies and internal teams to define the layout for backend data architecture, storage and ensuring seamless flow of data pipelines.

- Identify key metrics that drive the performance of marketing channels and marketing products, make accessible to cross-functional partners using data visualization, dashboards and reports, and drive metrics through statistical analyses of experiments.

- Analyze large amounts of information to discover trends and patterns to understand how audiences engage with digital and traditional content and decode the behaviors embedded deep into data sets.

- Able to derive the so what and what next? from data analysis and reports and support the development of compelling stories that facilitate action and drive growth.

Stakeholder Relationship & Project Management:

- Drive alignment of data measurement and strategy in the Nutrition Category.

- Develop and cultivate relationships with all relevant partners at the regional and local level.

- Partner with multiple brand teams on overall measurement frameworks and models to approach & recommend further collaboration initiatives across the marketing organization.

- Plans, proposes, initiates, enhancements and executes data science projects using best-in class project management practices.

- Anticipates, mitigates, and manages obstacles, resistance, and conflict that might compromise timelines and delivery.

- Develops support tools and methodologies as required, to enable effective project execution in line with objectives.

Training & Development:

- Increased data and analytics knowledge/savvy throughout the Marketing organization (not exclusive to analytics team).

- Support the skills development, knowledge and competence of the Area and Affiliate teams in order to effectively execute their activities and gain competitive advantage.

- Identify and share best practices across Area and Affiliates.

Qualifications: