Nestle Digital Analytics Manager in Arlington, Virginia
Lead the Nestle USA digital analytics road map, activation, and best practices, as a member of the Digital Center of Excellence (DCOE), supporting NUSA Marketing. This individual will be experienced in: digital strategy and measurement (paid, owned and earned), Google Analytics and related tools, social listening platforms, leading measurement/analytics work with partners, and inspiring strong collaboration with multiple stakeholders. Will lead a team of analysts (3 positions) to deliver insights and reports for key brands and critical initiatives.
As part of the NUSA Digital Center of Excellence, this position works closely with the eBusiness Team, Digital Strategist team, and the brands they support.
This is a new position in the organization, and will link to the broader Analytics organization within NUSA.
Build and lead NUSA DCOE Analytics road map and approach, and collaborate with related Analytics streams
Oversees Analytics team s key activities of marketing performance metric calculations, retail and brand site analytics, and insights generation from external data sources
Determine analytics capabilities/needs and implementation road map for NUSA digital efforts, in particular eBusiness initiatives
Focused top-down (against portfolio opportunities) rather than brand-specific/up
Lead development and activation of Digital Analytics playbook and training for Marketing, working with agency partners
Enable digital analytics reporting and tracking infrastructure, and its evolution over time
Determine depth of insights and reporting approach across the portfolio, based on a priority/tiring approach
Collaborate with other Analytics stakeholders on increasing the mindset of Analytics throughout NUSA Marketing
Share relevant insights with Brand, Digital Marketing, and Shopper Marketing teams to further improve marketing and merchandising activities Recommend and align DCOE, CMI Analytics, Media COE, and agency partners on KPIs and methodologies for digital programs and efforts
Review and enhance established KPIs for this work and develop tracking/reporting
Collaborate with related analytics roles, including Social Engagement (DAT) analysts
Maintains data ownership of NUSA online sales data, shared insights from retail partners, and relationship with external parties for success factor measurement Advocate for additional data sources and tools required for NUSA Digital Group to become a data-driven business
Support programmatic readiness and strategy participation, in collaboration with Media COE (lead), CMI Analytics, and our media partner MetaVision, especially around CRM/DMP linkage, tagging strategies
Collaborate across Nestle and strategic partners to drive Analytics work impact
Collaborate with the Centre, key markets, and other Nestle OpCos in the US, on Digital Analytics efforts and best practices, and infrastructure initiatives
Work with strategic partners (like Facebook, Google, Amazon) to integrate and innovate measurement work, as part of partner plans and business impact assessment
SUPERVISION RECEIVED: Works independently, with general supervision and support from Manager; strong collaboration with Digital Center of Excellence team, in particular Digital Strategists and SMEs, eBusiness Team, and Center for Marketing Excellence (CME) resources
SUPERVISION GIVEN: Team of three Analysts, supporting Analytics initiatives and portfolio/brand insights and reporting
FINANCIAL/STRATEGIC IMPACT: Increasing and integrating data-informed decision making is a critical pillar in the Center for Marketing Excellence overall strategy, as this will drive more effective and efficient marketing efforts, as well as help uncover new opportunities.
REQUIREMENTS AND MINIMUM EDUCATION LEVEL:
o BA required, MBA preferred
o 3+ years of Marketing (ideally CPG)
o Extensive experience leading digital marketing strategy, communications, and CRM programs
Experience collaborating, influencing, and working successfully with multiple stakeholders and teams amid change and ambiguity.
Digital prowess (Highly Developed)
Strategic thinking and Insight (HD)
Results Focus (HD)
Proactive Cooperation (Developed)
The Nestle companies are equal opportunity and affirmative action employers and are looking for diversity in candidates for employment: Minority/Female/Disabled/Protected Veteran
Category: Marketing, Management, Nestle USA