Media effectiveness & Analytics Manager

About the role:
We are seeking a highly skilled Media Effectiveness & Analytics Manager to join our marketing team at Haleon India. This role will focus on assessing the effectiveness of media campaigns, leveraging data- driven insights to analyze attribution across traditional and digital platforms. The successful candidate will
be responsible for integrating data from multiple sources, measuring the impact of media activities, driving actionable attribution that aligns with business outcomes and deploying reporting frameworks.

Key Responsibilities:

• Data Integration & Reporting: Integrate multiple data sources, including media data, sales data, consumer data, and digital touchpoints, to provide a holistic view of marketing investments and business results. Design and manage reporting systems that track media performance and highlight areas for optimization and strategic improvement.

• Media Effectiveness Measurement & Optimization: Lead the analysis of media effectiveness across various channels, including TV, digital (search, social, display, video etc), print, and outdoor. Use advanced analytics to evaluate impact on key business outcomes, such as brand awareness, sales, and customer engagement.

• Attribution Modeling & Integration: Develop and implement attribution models that assess how different media touchpoints contribute to the customer journey and overall business results.

• Cross-Channel Media Analytics: Analyze performance of each media touchpoint across traditional and digital media channels. Provide insights on how different media channels and strategies work together to influence business outcomes

• ROI Analysis & Budget Allocation: Evaluate the ROI of media spend across different channels, providing recommendations to adjust budgets and media mix to maximize impact on business.

• Campaign Effectiveness Reporting: Build clear and actionable reporting frameworks that communicate media performance to senior leadership and provide insights on business impact and suggest areas for further optimization.

• Collaboration with Cross-Functional Teams: Work closely with media planners, brand managers, and media agencies to ensure media strategies are aligned with business goals

Required Qualifications:

• Bachelor’s degree in business analytics, Data Science or related field. Advanced degree in Data Analytics, experience in digital performance is a plus

• 10+ years of hands-on experience in marketing analytics and growth marketing preferably in the FMCG or consumer goods industry. Experience in a similar role with e-commerce, Startup, direct- to-consumer (D2C) models is a plus.

Skills & Competencies:

• Strong expertise in media effectiveness analysis across multiple channels (TV, digital, print, etc.)

• Experience with attribution models, media mix modeling (MMM), & multi-touch attribution (MTA)

• Advanced proficiency in data analytics and integration tools (e.g., Google Analytics, Tableau, Excel, Power BI, SQL)

• Cross-channel analytics and the impact of various media touchpoints on business outcomes

• Ability to work with large data sets and integrate diverse data sources (media, sales, CRM, etc.)

• Strong understanding of ROI analysis and the ability to make recommendations on media spend allocation based on performance insights

• Familiarity with marketing technology platforms (e.g., DMPs, CDPs) and advertising measurement tools (e.g., Nielsen, Kantar, comScore)

• Experience in developing and managing executive-level reports and dashboards to communicate complex data insights clearly

• Ability to collaborate with cross-functional teams, including media planners, brand managers, and external agencies, to align media strategies with business objectives

• Understanding of Programmatic/ Social/ Search/ D-comm and 1P/2P data sources

• Knowledge of performance marketing metrics such as CPA, ROAS, CPL, CVR, and CLV

Preferred Skills:

• Experience with data visualization tools (e.g., Tableau, Power BI)

• Knowledge of econometrics, marketing mix modeling, or advanced attribution techniques

• Experience with marketing mix modeling and advanced attribution techniques

• Ability to collaborate effectively with cross-functional teams and external agencies

• Deadline-driven, organized and able to multitask

• Strong verbal, written and presentation skills

Personal Attributes:

• Strong analytical and strategic thinking capabilities

• Ability to synthesize complex data from multiple sources into clear, actionable insights

• Highly collaborative and able to work effectively with cross-functional teams

• Detail-oriented with a focus on accuracy and data integrity

• Ability to communicate complex analytical findings to non-technical stakeholders

• Proactive, results-oriented with a focus on driving business outcomes

• If you are passionate about performance marketing, data analytics, and driving measurable results

• through digital channels, we would love to hear from you!