Senior Manager, Consumer Data - Tokyo, 日本 - Coca-Cola

説明

Position Overview:

This role is responsible for uncovering insights from consumer data to improve JKOU digital & social ecosystem and deepen consumer engagement. This role needs to collaborate with cross-functional teams including Marketing Categories, IMX End-to-End Experience, Human Insights, MarTech and other internal or external teams to translate consumer data into actionable business recommendations for JKOU business transformation by driving consumer data analysis and its capability within OU.

Key Responsibilities:

• Analyze consumer data collected from different sources (e.g., CRM systems, owned digital platforms such as OneXP and Coke ON/Coke Play, social and emerging digital platforms), to identify KPIs, trends, patterns, and anomalies in the data to extract actionable insights that inform marketing 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.
• Identify, develop and maintain key metrics 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.
• Follow, implement and manage data tagging protocols and taxonomy to ensure consistent and accurate data taxonomy and categorization across JKOU 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.

Requirements:

• 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.
• Great written, verbal, and interpersonal communication skills in English is strongly preferred.
• 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/Adobe Analytics, Google BigQuery, Appsflyer, Firebase, Sprinklr, PowerBI, Microsoft Azure's services for data warehousing and analytics. Familiarity with statistical modeling, regression analysis, and predictive modeling techniques.

Skills:

Videography; Social Media; Creativity; Programmatic (Inactive); Paid Search Marketing; Marketing Campaigns; Marketing Strategies; Project Management; Data Driven; Digital Media; Search Engine Optimization (SEO); Microsoft Office; Communication; Google Analytics; Influence; Problem Solving; Teamwork; Search Engine Marketing (SEM); Digital Signage; Negotiation; Agency Management; Connections Planning