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*bat mexico* *is looking for a consumer analytics executive*seniority level: managerial*function*: strategic planning and insights*location*:monterrey*role positioning and objectives*this role is part of the strategic planning and insights department.
this role exists to provide the company with continuous, objective, relevant information, analysis, and advice that allows the understanding of the consumers in depth to formulate brand and marketing strategy with a focus on consumer journey and behavior (digital, social), data analysis & social analytics insights.they are responsible for coordinating analytics tasks for the organization, including creating effective strategies to collect data, analyze information, build and segment consumer audiences, develop profiles, conduct website audits, monitor key behavior metrics, and implement analytics solutions for the products or services in order to shape up a compelling crm strategy.as part of the gbs insights & foresights team, you will guide the business teams in making decisions with connected data solutions and establish metrics that drive business outcomes.the role provides objective, timely and relevant marketing information/analysis to facilitate the decision making of the company, monitor strategy implementation and overall business performance.
the role plays a key role in shaping the organization's performance in the emerging digital and social space.
*reports to*:us consumer analytics director*reporting level*:managerial*geographic scope*:us & méxico*what you will be accountable for*- provide leadership on the analysis, consolidation, solutions & recommendations to the business for:- consumer analytics (including first party data, second party data, 3rd party data from various data sources - owned or external aggregated website, audience segmentation, marketing campaigns etc).- social analytics (including social media pages, owned channels - facebook, instagram, marketing campaigns deployed on the social space, etc).- develop analytical approaches to answer business questions and manage end user reports with quality information and caveats, including actionable information.- proactively mine data to create insightful cross-platform analyses of audience behavior.- provide insights based on social data analysis to the business teams.- investigate data availability and increase database / crm initiatives, working with existing 1st party data for engagement campaigns and acquiring new 2nd or 3rd party data based on campaign objectives (reach, engagement).- consolidate data & analytics in order to offer 1 integrated single consumer view based on the whole analytics data set, digital behavior, interest, patterns of browsing activities, past history purchase, hobbies or preferences analysis & sentiment analysis