Data Scientist, Consumer Activation & Personalizat...

Purpose of Role:

With iconic brands like M&M’s®, Snickers®, Orbit®, Extra® and Skittles®, Mars Wrigley is a global leader in treats and snacking with over 100 years of history of putting smiles on people's faces while also being dedicated to positively impacting the planet through continually improving the way we source, make and market our products.

In order to stay relevant and competitive in a world where consumers are increasingly shifting towards digital channels, especially post COVID-19, we are advancing a consumer focused data strategy through the development of Mars Wrigley's internal consumer data platform as well as the build out of a global digital science and analytics team that will lead both a capability and cultural change of being data driven with measurable business benefits.

As Data Scientist, Consumer Activation & Personalization, you will use advanced analytics and modeling to discover the digital channels and touchpoints optimized for specific audiences through personalization and develop consumer journey attribution models that can drive overall media efficiency and effectiveness. This role will need to work closely with the other specializations on the team, as well as be able to partner across functions with key stakeholders in local markets, brand teams, content teams, agencies, and IT to activate and optimize marketing campaigns and consumer journeys to drive further growth and efficiencies.

Key Responsibilities:

• Create digital consumer journey models to optimize marketing across audience groups (the who) that inform the why, when, where of content (the what) and engagement across marketing and ad technologies
• Leverage statistical modeling, machine learning, and other data mining techniques to develop recommendations around personalization across digital channel engagements that can drive growth opportunities across the full marketing funnel.
• Build propensity models based on individual purchase and engagement history, as well as aggregated audience marketing performance data.
• Develop attribution and lift models for multi-touch and multi-channel consumer journeys, factoring in acquisition and retention (LTV, CAC, churn) across audiences.
• Partner with cross-functional teams to both grow Mars Wrigley's 1P data as well as enrich attributes through 2P and 3P data.
• Deploy consumer journeys on a centralized consumer data platform for reuse by content and activation teams. Building up the robustness of the platform with activation and journey logic is a key responsibility for this role.
• Nurture an analytics and data-driven mindset across business teams through close collaboration with stakeholders to achieve business results through a consumer focused marketing approach.

Context & Scope:

Partner with global content team, insights team, marketing teams, media agencies, and IT

Connect regularly and work with business teams to identify key opportunities and initiatives

Partner with Digital Technologies (IT) for tech-driven needs and capabilities where they intersect with consumer analytics

Collaborate within the team to improve the overall quality of business analytics and team dynamic

What are we looking for?

• Master's or Bachelor's in an analytical field or equivalent experience
• 2+ years of work experience as a data scientist
• Hands-on experience applying advanced analytics and data science around consumer journeys
• Previous experience with data & analytics within marketing and ad technologies
• Expertise with Python and/or R as well as SQL, with experience using Databricks or other big data technologies a plus
• Experience with CDP, DMP, CRM, EMS platforms a plus
• Strong communication and organization skills, with comfortability working in a cross-matrixed organization