Consultant – Consumer Analytics
Position Overview
The Consultant, Consumer Analytics is responsible for supporting the effective and efficient deployment of analytics, intelligence, and resources across Consumer Analytics, Paid Media, Central Capabilities, and Business Unit functions.
This role will develop a deep understanding of U.S. consumer data sources and create processes to test, analyze, and communicate key findings to business decision-makers. A strong emphasis will be placed on performance marketing and performance marketing analytics, ensuring consumer investments are effectively measured, optimized, and translated into actionable recommendations across media channels.
The Consultant will connect campaign performance, audience behavior, attribution, and business outcomes to enable agile decision-making and improve overall marketing effectiveness. This individual will also be a key contributor to the integration and coordination of analytics and data throughout the organization.
Key Responsibilities
- Design and implement designed experiments, attribution analyses, and other analytical approaches to optimize investments across consumer channels.
- Translate analytical outputs into actionable business insights and recommendations for media optimization.
- Lead the design and execution of brand analytics priorities and learning agendas, including:
- Audience design
- Multi-Touch Attribution (MTA)
- Multicultural Marketing
- Creative Analysis
- DMA strategy
- Behavioral journeys
- Develop a strong understanding of Brand and Business Unit consumer strategies, key decision points, and specific analytical needs.
- Integrate and analyze relevant data to answer key business questions.
- Leverage Agentic AI to enhance analytical processes, insights, and outputs.
- Identify and prioritize capability investments and data requirements needed to achieve consumer objectives.
- Develop and operationalize intelligence as a product in partnership with Customer Insights & Analytics product teams.
- Manage analytical priorities and recommend appropriate sourcing strategies, including internal resources and external suppliers.
- Ensure compliance with privacy requirements and contractual obligations related to the use of data.
- Support additional key initiatives and special projects as needed.
Basic Qualifications
- Bachelor's degree or equivalent professional experience.
- Minimum of 5 years of experience in Consumer Media, Media Analytics, and/or Performance Marketing.
Preferred Skills & Experience
- Strong experience with performance marketing, consumer media analytics, and media optimization.
- Experience working with first- and third-party data sources, including:
- Meta
- TikTok
- DSP platforms
- Google Analytics
- Adobe Analytics
- Log files
- Experience analyzing media channels and associated data, including:
- Linear TV
- Over-the-Top (OTT)
- Direct Digital
- Programmatic Digital
- Social Media
- Experience with Multi-Touch Attribution, audience analytics, campaign measurement, and media performance analysis.
- Experience with statistical modeling techniques.
- Experience with Agentic AI, including creating agents, artifacts, or related solutions.
- Knowledge of SAS, R, SQL, SSIS, or other statistical and data-mining tools.
- Experience with Tableau, Power BI, Looker Studio, or other data visualization platforms.
- Proficiency with Microsoft Excel, Word, and PowerPoint.
- Strong analytical skills combined with business acumen and the ability to think strategically in ambiguous environments.
- Excellent written and verbal communication skills.
- Strong interpersonal, influencing, and prioritization abilities with excellent attention to detail.
- Demonstrated ability to effectively lead, influence, and challenge stakeholders ranging from associate through executive levels.
- Experience with consumer media and/or optimization consulting.
- Highly motivated with the ability to develop creative solutions to challenging business problems.
Travel
- Approximately 10–20% travel, depending on business needs.
