Senior Marketing Mix Modeling (MMM) Specialist

This role is for one of Weekday’s clients
Salary range: Rs 1500000 - Rs 2200000 (ie INR 15-22 LPA)
Min Experience: 6 years
Location: Bengaluru
JobType: full-time

We are seeking an experienced and driven Senior Marketing Mix Modeling (MMM) Specialist to join our growing marketing analytics team. This role is ideal for a candidate with deep expertise in statistical modeling and marketing analytics, especially within the Consumer Packaged Goods (CPG) industry. The ideal candidate will have strong technical proficiency in Python, machine learning, and marketing analytics, with a focus on delivering actionable insights and driving strategic business decisions.

Key Responsibilities

• Marketing Mix Modeling (MMM):
  Build and maintain robust short-term and long-term MMM models to evaluate the effectiveness of marketing efforts across various channels (TV, digital, print, OOH, etc.) and their impact on KPIs such as sales, market share, and brand lift.
• Data Processing & Model Development:
  Leverage advanced Python programming skills to process, transform, and analyze large-scale marketing and sales datasets. Develop and fine-tune statistical models using machine learning techniques to estimate marketing impact.
• Optimization & Budget Allocation:
  Utilize model outputs to recommend optimal budget allocations across channels and campaigns. Drive strategic decisions by identifying the most effective marketing investments and returns on ad spend (ROAS).
• Diagnostic Analysis & Validation:
  Conduct rigorous model diagnostics, interpret key metrics, and validate assumptions to ensure accuracy and reliability of insights. Continuously refine models based on new data and business changes.
• Cross-Functional Collaboration:
  Collaborate with marketing, finance, and business strategy teams to integrate MMM outputs into decision-making processes. Communicate complex analytical findings in a clear and actionable manner to non-technical stakeholders.
• Campaign Performance Monitoring:
  Provide data-driven insights into ongoing marketing campaigns. Track performance over time and proactively suggest optimizations to improve efficiency and impact.
• Documentation & Reporting:
  Prepare comprehensive reports, dashboards, and visualizations to present findings and recommendations. Ensure transparency in modeling processes and assumptions.
• Stay Updated:
  Keep abreast of the latest developments in MMM techniques, machine learning algorithms, and media trends to ensure the company remains at the forefront of marketing analytics innovation.

Required Skills and Experience

• Experience:
  Minimum 5–6 years of experience in Marketing Mix Modeling, preferably in the CPG or retail sector.
• Technical Proficiency:
  Strong hands-on experience with Python for data processing, model building, and visualization. Familiarity with libraries like pandas, NumPy, scikit-learn, statsmodels, and matplotlib.
• Statistical Expertise:
  In-depth understanding of regression techniques, time series modeling, multicollinearity handling, lag/decay effects (e.g., Adstock), and Bayesian methods.
• Marketing & Media Understanding:
  Solid grasp of media planning, campaign execution, KPIs (ROAS, CPA, CAC), and omni-channel strategies.
• Analytical & Communication Skills:
  Strong critical thinking, problem-solving abilities, and storytelling with data. Ability to clearly articulate insights to senior stakeholders.