Manager, Marketing Analytics

Company: Wells Enterprises (a Ferrero Company)
Functional Area: Insights

The Role
The Manager, Marketing Analytics applies analytical methods to help Brand and Insights teams answer specific questions about brand performance, buyer behavior, Total U.S. portfolio health, innovation and marketing effectiveness. The role independently analyzes Circana, NIQ, household panel, point-of-sale, media and quantitative consumer reporting data, and manages specialized suppliers for advanced studies. The Manager translates analytical findings into clear implications and decision support while partnering with established data and reporting teams.

What You’ll Do

Brand and Market Analytics

• Demonstrate deep fluency in Circana/NIQ and household panel data. Independently analyze brand performance, buyer behavior, household penetration, purchase frequency, brand switching, category participation and Total U.S. market trends. Integrate scan, panel and quantitative consumer reporting such as brand funnel tracking and in-market A/B tests to support data-led marketing decisions.

Total U.S. Portfolio Optimization and Market Structure

• Conduct and manage Total U.S. market portfolio analyses that evaluate SKU health, incrementality, cannibalization, duplication, portfolio coverage and product roles across brands and categories. Apply lighter scan and household panel analyses directly and manage external suppliers for advanced assortment and market structure studies. Translate outputs into clear portfolio implications for Brand and Insights teams.

Innovation and Post-Launch Analytics

• Use point-of-sale syndicated data and household panel data to assess innovation demand potential, adoption potential, incrementality and sources of volume. Develop or evaluate the consumer demand, adoption and incrementality components of innovation sizing and scenario analyses. Conduct post-launch analyses to assess trial, repeat, cannibalization, incrementality and portfolio impact and identify learning for future innovation decisions.

Marketing and Media Effectiveness

• Support marketing measurement plans and manage project-based analytics including marketing mix modeling, brand lift, sales lift and experimental test-and-learn studies. Synthesize media KPIs, sales outcomes, behavioral brand health measures and analytical findings into clear assessments of marketing effectiveness and business impact. Build concise presentations that communicate performance, learning and optimization opportunities.

Behavioral Brand Health Measurement

• Support the creation and maintenance of a behavioral-focused brand health tracker using scan, point-of-sale, household panel, media and other agreed quantitative measures. Populate and quality-check assigned analytical inputs and work with reporting partners to incorporate approved measures into established publishing processes. Ensure measures and conclusions are applied consistently over time.

Advanced Analytics Supplier Management

• Select appropriate methodologies, develop supplier briefs and manage specialized partners conducting marketing mix, Total U.S. assortment, market structure and other advanced analytics studies. Steward project scope, timing, budget and quality and ensure outputs answer the defined marketing question. Communicate assumptions, limitations and findings clearly to stakeholders.

What You’ll Bring

• Bachelor’s degree in Marketing, Analytics, Business, Economics, Statistics, Market Research or a related field required. Advanced degree preferred.
• Five or more years of experience in marketing analytics, category analytics, consumer analytics, revenue growth analytics or a related CPG analytical role.
• Experience working for a consumer packaged goods manufacturer is preferred. Experience independently analyzing syndicated and household panel data and managing external analytics suppliers is required.
• Deep knowledge of Circana, NIQ, household panel and point-of-sale data.
• Strong knowledge of analytics tools such as marketing mix modeling, assortment analytics, market structure, incrementality, cannibalization, innovation post-launch evaluation, media effectiveness, brand lift, sales lift and behavioral brand health measurement.
• Advanced Excel and PowerPoint skills.
• Strong analytical problem solving, data interpretation, supplier management, project management and analytical storytelling skills.
• Ability to independently perform light-to-moderate scan and panel analyses and manage specialized suppliers for advanced analytical work.
• Ability to manage multiple projects and competing priorities, work independently, take initiative and operate effectively through ambiguity.
• Can translate complex analysis into concise implications and decision inputs for Brand and Insights stakeholder
• Effectively communicate methods, assumptions and limitations clearly to technical and non-technical audiences.

The base pay range for this position is $115,766 to $162,073 annually.  Actual compensation will be determined based on experience, qualifications, and other job-related factors permitted by law.  This pay range represents the anticipated salary for this position at this time.

Wells Enterprises is an EEO/AA employer M/F/Vet/Dis

#LI-Hybrid