Associate Director, Marketing Effectiveness

@Pernod Ricard posted 2 weeks ago

Job Description

This position will be reporting to Chief Transformation Officer PR Asia, as part of the Regional Transformation Office that is being setup. It will also have a dotted line reporting to A&P Effectiveness Director in the Global Business Development team.
Job Purpose:
Pernod Ricard is reinforcing its Transformation team in the context of the deployment of Key Digital Programs (KDPs) in the Group and by fostering the digital enablement of teams and digital culture within Pernod Ricard. Specifically, to lead the engagement and drive the delivery roadmap of the KDP Matrix, Pernod Ricard Asia is setting up within its Regional Transformation team a Centre of Excellence (COE) for Marketing Effectiveness, and is looking for a Associate Director, Marketing Effectiveness that will play a key role in this endeavour by being part of the Regional Transformation Team, and by collaborating strongly with the Marketing Effectiveness KDP team, and the PR Asia Marketing, Business Development and Finance teams in delivering business objectives.
Job Duties and Responsibilities
You will be the expert of Marketing Mix Modelling (MMM), supporting the definition of the regional MATRIX deployment roadmap, managed by HQ Transformation and KDP teams. He/she will then be in charge of supporting the markets during the deployment of the KDP managed from HQ.
Post-deployment, he/she will be responsible, in close coordination with the Region’s Marketing, Business Development and Finance departments for working with markets and challenging them on the construction of our A&P Effectiveness (leveraging MATRIX) and sharing their expertise in MMM to the Pernod Ricard community.
You will coordinate, enable and support MATRIX deployment and value steering across the region:
  • Recommending markets for deployment.
  • Defining, securing and allocating resources.
  • Measure skill level and ensuring upskilling across the organisation
  • Reviewing local constraints impact.
  • Driving the deployment.
  • Monitoring value delivery (budget vs. actual).
You will also foster best practices and insights generation by providing cross market expertise. Over the medium term, the objective is to internalize the skills and competences leveraged through external resources, in order to create an in-house Marketing Efficiency COE, able to fully support markets in the Region.
As the Associate Director, Marketing Effectiveness, you will
1. Support MATRIX tool deployment in the Region
  • Co-design regional roadmap with HQ Transformation and KDP teams, supporting assessment of data availability and maturity of marketing efficiency of markets
  • Provide early support during deployment on data collection, simulation providing early upskilling
2. Support MATRIX tool adoption and value delivery in market.
  • Ensure best use of the tool and full coherence of scenarios proposed with context and execution planned.
  • Support model improvement through highest data quality (incl. with specific workarounds). Monitor roll-out of Extract tool through the region.
  • Ensure that there is a clear change plan in place during the key handover period from the KDP team to the local market team.
3. Drive marketing effectiveness improvement through formalization & adoption of best practices.
  • Be a support for internal teams to analyse results and marketing insights after the handover period (from the KDP team to the internal team).
  • Cooperate with Marketing Department to challenge markets investment scenarios recommended plans, identify best practices and roll them out through the region.
4. Lead upskilling effort & support implementation of new ways of working with external partners, with a view to internalise those partners skills and expertise, within a PR Asia Marketing Effectiveness COE.

Your scope including:

  • Internal stakeholders: Markets (NB: Japan, South Korea), HQ Marketing Effectiveness Manager (KDP Manager), PR Asia Marketing, Business Development and Finance departments, KDP Deployment lead, local market PMO, Data teams etc…
  • Key External stakeholders: Consulting companies and freelancers supporting MATRIX deployment.
  • Job scope: 100% international.
We are looking for: A candidate who is able to drive change. Has excellent leadership skills with experience collaborating with cross-functional teams. Has the ability and seniority to challenge KDP teams in the development. Pragmatic and capable to solve complex issues. Positive/can do mindset and solution-oriented. Ability to work with cross-cultural teams.
A candidate expertise in marketing efficiency in terms of planning and execution. Marketing Mix Modeling experience a big plus. Understanding of data science / data modelling. Expert in business stakes understanding. Good knowledge of financial methods and tools. Understands data and software. Understands principles of advanced modeling techniques.
You will have:
  • 10+ years professional experience.
  • Strong experience in a leading data and insight consulting firm, with strong customer relationship with FMCG clients.
  • Experience in FMCG, ideally Food & Beverage with similar type of Marketing activation and Route to Market.
  • Experience in a global/regional role, to understand various market specificities and to have the agility to work with multicultural teams.
  • 50% travel
Job Posting End Date:
Target Hire Date:


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