Marketing Effectiveness Analyst, APAC

Marketing Effectiveness Analyst, APAC

About us

With over 200 brands sold in nearly 180 countries, we’re the world’s leading premium drinks company. Bring your passion and use your curiosity as you explore, collaborate, and innovate to build brands consumers love. Together with passionate people from all over the world, you’ll test new ideas, learn and grow, and unlock a brighter, more exciting future.

Join us to create a career worth celebrating.

Join our Marketing Team

Our Marketing team are creators, helping to build and nurture some of the world’s most loved brands. We craft amazing connections with people around the world to celebrate our brands’ legacies and reimagine them for the world today, and into the future.

Everything we do is underpinned by a deep understanding of our consumers, behaviours, trends, and technologies. Using our genius and creativity, we unlock our brands’ uniqueness, understand their purpose, and put them at the heart of celebrations everywhere. Together, we’re celebrating diversity and challenging stereotypes through our advertising and marketing. Wherever your talents lie, from Design to Consumer Planning, you’ll be celebrated and supported in our inclusive culture.

About the role

In the Marketing Operations & MarTech (MOM) team, we establish the tools, capabilities, processes and ways of working that enable Diageo marketers to drive growth and competitive advantage. Marketing Effectiveness (ME) and Analytics is one of our core competencies, and our ambition is to enable Diageo marketers to understand what drives growth and to action smarter investment decisions that make every dollar work harder.

To achieve this, we are building the methodologies and tools needed to answer key business questions, to diagnose and optimize how our A&P is being spent, and to connect consumer and brand insights to business performance. Our ME & Analytics product suite is built around sustained and scaled products, including Business Driver Mix (econometric modelling), Catalyst (scenario planning and value diagnosis), Sensor (quarterly modelling for tactical media plans) and Talkability (share of talkability using search/social listening data). We are also continuing to build out globally scalable solutions including Test & Control incrementality testing, Sponsorship measurement, Influencer measurement and connection of brand and content performance to business outcomes.

Alongside these measurement capabilities, we are also revamping operational processes required to regularly action the insights and recommendations from these tools and to embed the data-informed decisions into our business rhythm. This includes working with a variety of stakeholders in marketing, strategy, finance and commercial teams to operationalize our use of these tools to drive better choices and to deliver incremental business value.

The regional Marketing Effectiveness & Analytics teams consists of specialists that help bring to life the Effectiveness capabilities to enable marketers to make better data-informed decisions on how to best activate our brands to drive the best business outcomes. Reporting to the Head of Marketing Effectiveness & Analytics, APAC, the regional Marketing Effectiveness Analyst will have a dotted line to the global central ME & A organization and be a critical partner to markets, helping to operationalize global Marketing Effectiveness capabilities and ensure they are consistently applied to answer local business questions.

You will be responsible for supporting the execution of the regional Marketing Effectiveness agenda by applying global tools, analyses and methodologies to local business challenges. You will partner closely with Markets, Categories, and Global Marketing Effectiveness teams to deliver measurement plans, execute scenario planning, support modelling programs and translate outputs into actionable recommendations. You will also be responsible for driving adoption and utilization of key effectiveness tools, including Catalyst and Sensor, while helping ensure that markets have the appropriate data, measurement frameworks and capabilities required to maximize value from Diageo's Marketing Effectiveness investments.

Role Responsibilities

Regional Marketing Effectiveness Delivery

• Partner with regional, category and market stakeholders to understand business questions and support delivery of Marketing Effectiveness plans.

• Work closely with Global Marketing Effectiveness team to execute the regional measurement agenda and support business priorities.

• Support delivery of regional and category marketing performance objectives through application of Marketing Effectiveness tools and recommendations.

• Help track and communicate value delivered through Marketing Effectiveness initiatives and optimization actions.

Adoption and Scaling of Global Capabilities

• Act as a day-to-day partner for markets and categories in applying global Marketing Effectiveness capabilities.

• Support implementation and adoption of global tools including Catalyst, Sensor, Business Driver Mix, Talkability, Test & Control and other effectiveness solutions. Implement the right solutions in partnership with markets/brands.

• Identify data, process or capability gaps that may limit adoption or effectiveness and escalate recommendations to the Regional Lead.

• Help markets navigate available measurement solutions and connect business questions to the most appropriate global capabilities.

Measurement and Optimization

• Run Catalyst scenario planning and investment optimization exercises to support marketing budget allocation decisions and identify growth opportunities.

• Execute Sensor analyses and ensure recommendations are delivered clearly to media, content and brand teams for action.

• Support development and execution of measurement frameworks that leverage global tools and methodologies to answer key business questions.

• Assist in gathering, validating and preparing data required for Business Driver Mix modelling, Sensor modelling and other measurement solutions.

• Coordinate with markets, agencies and data providers to ensure required inputs are available and delivered on time.

• Analyze outputs from Marketing Effectiveness tools and synthesize findings into actionable recommendations for business stakeholders.

• Support delivery of integrated measurement plans by leveraging the full suite of Marketing Effectiveness capabilities.

• Assist in connecting insights across multiple measurement sources to create a more holistic understanding of business performance.

Stakeholder Engagement and Capability Building

• Support training and onboarding of markets on Marketing Effectiveness tools, methodologies and best practices.

• Help drive adoption of Marketing Effectiveness principles within planning and decision-making processes.

• Share best practices, success stories and learnings across markets and categories.

• Serve as a key point of contact for day-to-day questions related to Marketing Effectiveness capabilities and outputs.

Experience/Qualifications Required

• 4–7 years of experience in marketing analytics, marketing effectiveness, media analytics, consumer insights, consulting, econometric modelling agencies or related analytical roles.

• Experience working with marketing measurement methodologies such as MMM, attribution, incrementality testing, media measurement or related analytical approaches.

• Strong analytical and problem-solving skills with the ability to translate data into business recommendations.

• Experience working with large datasets and synthesizing insights from multiple sources.

• Understanding of marketing investment, media planning and business performance drivers.

• Ability to communicate technical concepts and analytical findings clearly to non-technical audiences.

• Experience managing multiple projects and stakeholders simultaneously.

• Strong collaboration and stakeholder management skills.

• Curiosity and willingness to learn new measurement methodologies, tools and technologies.

Leadership Competencies

• Strong communication and stakeholder management skills.

• Ability to work effectively across markets, categories and central teams.

• Self-starter who is comfortable with a fast-paced and evolving environment.

• Strong attention to detail and commitment to high-quality outputs.

• Ability to influence through expertise and relationships rather than authority.

• Demonstrated ability to manage competing priorities and deliver against deadlines.

Technical Skills

• Working knowledge of marketing effectiveness methodologies including MMM, incrementality testing, ROI measurement and investment optimization.

• Ability to run analyses using tools such as Catalyst, Sensor and related Marketing Effectiveness platforms.

• Experience working with structured datasets and conducting quantitative analysis.

• Strong Excel, PowerPoint and data storytelling skills.

• Ability to synthesize complex outputs into clear recommendations and actions.

• Understanding of marketing, media and business performance metrics.

Working with Us

Flexibility is key to success. From part-time and compressed hours to different locations our people work flexibly in ways to suit them. Talk to us about what flexibility means to you and we’ll work together so that you’re supported from day one.

We recognize and value performance, offering our people a highly competitive Rewards and Benefits package.

Our purpose is to celebrate life, every day, everywhere. And creating an inclusive culture, where everyone feels valued and that they can belong, is a crucial part of this.

We embrace diversity in the broadest possible sense. This means that you’ll be welcomed and celebrated for who you are just by being you. You’ll be part of and help build and champion an inclusive culture that celebrates people of different gender, ethnicity, ability, age, sexual orientation, social class, educational backgrounds, experiences, mindsets, and more.

Our ambition is to create the best performing, most trusted and respected consumer products companies in the world. Join us and help transform our business as we take our brands to the next level and build new ones as part of shaping the next generation of celebrations for consumers around the world.

Feel inspired? Then this may be the opportunity for you. 

If you require a reasonable adjustment, please ensure that you capture this information when you submit your application.

Recruitment Scam Warning

Protecting candidates is very important to us. All communications regarding your application will come from an email address ending in @diageo.com. In our recruitment process, we'll never ask for money.