Associate Manager, Marketing Analytics - 10004-Charlotte- NC - Hawkins(Charlotte, NC)

Overview of Position:

Reporting to the Director of Consumer Insights and Analytics while working closely with the Finance team, the Associate Manager - Marketing Analytics is responsible for completing complex analyses, which involve pulling together data from multiple data sources to support the translation of business performance into clear and actionable insights. This individual plays a key role in representing the voice of marketing across the organization, synthesizing financial, social/digital, experience, and brand data into comprehensive summaries. The ideal candidate is someone fueled by an insatiable desire to uncover insights and find solutions, which will drive the business forward.


Desirable attributes for this role include the ability to connect the dots between marketing campaign/business objectives and actual results to make actionable recommendations to improve future performance. The role requires an individual to be simultaneously skilled in identifying, pulling, and organizing complex data sets, improving current reporting processes, and identifying/quantifying key drivers of performance to develop into narratives leadership can make actionable decisions against.


Principal Duties and Responsibilities:

  • Develops and works to continuously optimize periodic and ad hoc financial reporting which will inform the marketing organizations efforts (daily, weekly, monthly, quarterly, etc)
  • Key reporting responsibilities include evaluation of topline business performance (sales, transactions, ATV), discounting/offer performance and incrementality, and product mix trends across multiple dimensions (visit type/channel, time, product mix, asset type, etc.)
  • Summarizes promotional performance across all aspects of key marketing campaigns. Collaborate with other functions (finance, operations, off-premises, digital, etc.) to arrive at a clear, unbiased, and wholistic understanding of the promotion, inclusive of social/earned media performance, product mix, and transactional behavior (visit type/channel, daypart, etc)
  • Partners with all marketing functions (retail, innovation, off-premises, and digital) on market tests, from shop selection, KPI/goal criteria, report development, periodic reporting and ultimately test summary/ recommendation
  • Consults with retail marketing and demand planning to provide forecasting estimates for limited time offering (LTO) doughnuts and packaging
  • Owns categorization of all retail items/codes within the system which provides foundation for product and discounting reporting
  • Supports pricing analysis requests, from reporting actual impacts of previous pricing activity to modeling impacts of potential price increases
  • Performs periodic variance analysis for actual results vs. previous year and forecast
  • Effectively organizes findings into a variety of presentation formats and communicates summaries and complex analytical solutions to leadership


Essential skills and Experience:

  • Minimum of 5 years of finance and/or marketing analytics experience
  • Bachelor's degree in Marketing, Business, Finance or related discipline required
  • Strong analytical and problem-solving skills with advanced knowledge of data mining techniques and analysis of large data sets incorporating both quantitative and qualitative information
  • Previous experience with pricing analysis and/or forecasting/modeling
  • Owns a strong talent for translating complex business objections and problems into simple, comprehensive solutions
  • Aptitude and passion around data illustration and unbiased story-telling
  • Ability to work under tight deadlines in a high-pressure and continuously evolving environment
  • Proactive, result-oriented
  • Strong attention to detail and data integrity a must
  • Outstanding communication skills (written and verbal)
  • Advanced skills in MS Office software (Excel, PowerPoint) required
  • Experience with SQL and/or SAS preferred
  • Experience with Oracle Analytics, Tableau, Power BI and/or Aloha Pulse a plus
Company
Krispy Kreme
Posted
08/28/2021
Location
Charlotte, NC 28201, US