Background

Within the Marketing Activation area, our D&ML team plays a central role in connecting marketing activities to business outcomes. We support both global and local retail markets by providing advanced insights that explain what drives marketing performance and how we can optimize future marketing investments.

To strengthen our analytical capabilities, we are looking for a Senior Data Analyst who can:

• Perform and interpret advanced statistical analyses.
• Support the development of performance frameworks.
• Translate insights into actionable recommendations for both central and market stakeholders.

We are currently exploring the possibility of developing a hybrid Media Mix Modelling (MMM) solution. This is not yet finalized — however:

• If we proceed: The consultant will take an active role in shaping and operationalizing the MMM framework, including knowledge transfer to internal analysts.
• If not: The focus will shift toward building Power BI dashboards, developing AI-driven analytical solutions (agentic chatbot), and executing advanced analytics to explain marketing performance.

Scope of Services

The consultant will:

• Conduct advanced statistical analyses to assess marketing performance, channel contribution, and ROI.
• Depending on direction:
  • If MMM proceeds: Lead or support the creation of a hybrid MMM framework and train internal analysts.
  • If not: Focus on Power BI dashboards, AI-driven analytics initiatives, and deeper statistical analyses.
• Design and maintain data pipelines in dbt and analytical datasets in BigQuery.
• Work with complex and sometimes imperfect data sources, applying strong problem-solving and data-preparation skills.
• Translate analytical results into clear insights, visualizations, and presentations for non-technical audiences.
• Collaborate closely with other data analysts, data scientists, and product teams across the marketing domain.

Location: Primarily remote/hybrid. Ideally meet in-office once per week (Monday).

Requirements

Required

• Minimum 5 years of professional experience as a Data Analyst or similar role in a marketing performance or media measurement context.
• Proven experience with advanced statistical analysis and solid understanding of probability, regression modelling, and hypothesis testing.
• Strong proficiency in SQL and dbt for data transformation and pipeline development.
• Proficiency in Power BI, including data modelling and DAX.
• Experience working with Google BigQuery or similar cloud-based analytical platforms.
• Excellent data storytelling and communication skills; ability to translate analysis into actionable insights.

Desired

• Hands-on experience with Media Mix Modelling or other marketing attribution frameworks.
• Familiarity with Python for analytical scripting and statistical modelling.
• Experience preparing data tables for AI-driven analytical solutions (e.g., chatbots or agentic AI systems).
• Experience working in an agile, cross-functional environment and with large, complex data sets.
• Experience mentoring or training others in advanced analytics methods is a plus.

Top 3 Priorities

• Strong capability in advanced statistical analysis and marketing performance measurement.
• Proficiency in Power BI, dbt, and SQL within a cloud (BigQuery) environment.
• Flexibility to either support Media Mix Modelling or focus on advanced analytics and AI-driven insights, depending on project direction.