Director, Consumer Data Analytics - Shanghai, 中国 - Coca-Cola

描述

Job Description Summary:

This role is responsible for uncovering insights from consumer data to improve TCCC digital & social ecosystem and deepen customer engagement. This role needs to collaborate with cross-functional teams including Human Insights, MPS Analytics, Martech and other internal or external data analytics teams, to translate consumer data into actionable business recommendations that inform our platform performance and the enterprise.

Function Related Activities/Key Responsibilities:

• Analyze consumer data collected from different sources (e.g., CRM systems, owned digital platforms, social and emerging digital platforms), to identify KPIs, trends, patterns, and anomalies in the data to extract actionable insights that inform marketing, commercial and digital strategies.
• Explore and utilize the latest data analysis techniques to segment consumers based on demographics, behaviors, purchasing patterns, occasions and preferences. Implement tracking mechanisms to monitor the consumer lifecycle and touch points, from initial engagement to post-purchase interactions across owned platforms and shared platforms (miniprograms, social, TMF, EC)
• Identify, develop and maintain OKRs to track the effectiveness of digital ecosystem and consumer engagement initiatives. Create visually compelling dashboards and present data-driven insights to stakeholders in a clear and comprehensible manner.
• Drive data unification and enrichment leveraging 1PD, 2PD & 3PD
• Follow, implement and manage data tagging protocols and taxonomy to ensure consistent and accurate data taxonomy and categorization across TCCC digital and social ecosystem. Ensure seamless integration of first-party data across various digital channels.
• Work closely with various teams to create targeted marketing campaigns and personalized experiences that resonate with specific consumer segments.

Related Work Experience:
8-12 years experience

Functional Skills:

• Passion for data-driven consumer engagement design and a desire to advocate for the best consumer experience.
• Minimum of 8-12 years proven experience as a Consumer Data Analysis or Market Research or similar leadership role.
• Excellent communication and collaboration skills to work effectively with cross-functional teams and stakeholders, coordinate dependencies and manage risks in complex environments.
• Excellent problem-solving skills and the ability to translate data insights into actionable business recommendations.
• Proficiency in digital analytics and visualization tools such as Google Analytics, Google BigQuery, Adobe Analytics, Appsflyer, Firebase, Sprinklr, PowerBI, Microsoft Azure's services for data warehousing and analytics. Familiarity with statistical modeling, regression analysis, and predictive modeling techniques.

Skills:

Actionable Insights, Consumer Data, Customer Experience (CX), Data Analytics, Data Driven, Data Insights, Digital Analytics, Digital Channels, Ecosystems, Human Insights, Influence