Consumer Insights and Marketing Measurement Analyst

Consumer Insights & Measurement-HO & SUPPORT-Marketing HO

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Team: Marketing; Location: Mumbai

Role Objective

This role will build the marketing intelligence backbone that helps the organisation understand what is working, what is not, and where to optimise. It sits at the intersection of marketing analytics, consumer analytics, data science, and AI‑enabled measurement.

The focus of the role is not reporting or dashboards. The core mandate is to generate clear, actionable insights that improve marketing effectiveness, optimise investment decisions, and accelerate growth.

Key Responsibilities

1. Growth & Performance Analytics

• Analyse marketing performance across campaigns, channels, and customer journeys to identify growth drivers and performance gaps.

• Diagnose funnel performance across acquisition, engagement, and retention to identify optimisation opportunities.

• Provide recommendations that improve marketing efficiency, campaign outcomes, and customer conversion.

2. Marketing Analytics & Measurement

• Lead advanced measurement initiatives including Marketing Mix Modelling, attribution modelling, incrementality analysis, and experimentation frameworks.

• Develop analytical frameworks to evaluate channel effectiveness and guide investment decisions.

• Equip marketing teams with rigorous measurement approaches that improve campaign performance and ROI.

3. Consumer & Data Science Analytics

• Apply statistical techniques such as regression, clustering, driver analysis, and Bayesian approaches to uncover deeper consumer and marketing insights.

• Support segmentation and behavioural analysis using consumer research, transaction data, and digital behaviour.

• Translate complex analytical outputs into simple, actionable insights for marketing and product teams.

4. AI‑Enabled Measurement & Automation

• Partner with engineering and data teams to design AI‑driven marketing measurement systems.

• Develop measurement agents that monitor performance, automate diagnostics, and surface insights in near real time.

• Use AI toolsets to accelerate insight generation, experimentation, and decision making.

5. Cross‑Functional Collaboration

• Collaborate closely with marketing, product, research, data engineering, and analytics functions to build scalable measurement capabilities.

• Define analytical requirements and contribute to strong data foundations for marketing analytics.

• Ensure insights are embedded into marketing planning, campaign design, and product growth strategies.

Key Skills & Experience

• Strong experience in marketing analytics, growth analytics, consumer analytics, or marketing science roles.

• Hands‑on expertise with measurement techniques such as Marketing Mix Modelling, attribution models, incrementality testing, or experimentation.

• Strong statistical capabilities including regression, segmentation, clustering, driver analysis, and Bayesian methods.

• Proficiency with analytical tools such as Python, R, SQL, or similar environments.

• Exposure to AI‑driven analytics and experience working with engineering/data teams on automated insight systems.

• Ability to convert complex analysis into clear business insights and recommendations.

Success in This Role

Success will be defined by the ability to deliver high‑quality insights that shape marketing and growth decisions, improve marketing investment effectiveness, and enable faster, data‑driven decision making through scalable measurement and AI‑enabled systems.

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Experience Level

Senior Level