Sr Manager, Influencer Measurement and Analysis Job at PepsiCo in Purchase

Overview

The Senior Manager of Measurement & Analysis Standards will play a critical role in defining and implementing the measurement frameworks and data analytics strategy that will quantify the impact of influencer marketing on brand performance and business outcomes. This role will be responsible for developing global measurement guidelines and frameworks that provide a clear view of the ROI from influencer marketing investments.

Working closely with internal teams, including marketing science, media, and insights, this position will ensure the company applies best-in-class data practices, metrics, and analytics across all influencer campaigns. The goal is to build consistent measurement standards across markets that align with business objectives and drive insights to inform decision-making.

Responsibilities

Define Measurement Frameworks & Guidelines:

• Lead the development of a comprehensive, global measurement framework for influencer marketing, aligned with the company’s business and marketing goals.
• Establish clear KPIs and metrics to measure influencer campaign effectiveness and their direct impact on brand growth, customer engagement, and business performance.

Data Management & Analytics:

• Ensure all influencer marketing initiatives are supported by robust data collection processes, enabling in-depth analysis of performance at both a global and local level.
• Develop methodologies for analyzing data across a variety of metrics including brand lift, sales impact, engagement, and long-term brand loyalty.
• Drive ongoing data standardization efforts to ensure consistency across all regions, campaigns, and platforms.

Business Impact & ROI Qualification:

• Work closely with the marketing science and insights teams to build models that connect influencer marketing investments to business outcomes such as sales uplift, customer acquisition, and retention.
• Provide insights and recommendations to the business by analyzing influencer marketing campaigns' overall performance, highlighting areas of success, risks, and optimization opportunities.

Collaborative Partnerships:

• Collaborate with local market teams, media, and marketing science divisions to develop a cohesive understanding of influencer marketing’s role across the consumer journey.
• Partner with global and regional stakeholders to ensure that campaign performance data is accessible, usable, and actionable by teams across the organization.

Reporting & Insights Delivery:

• Deliver regular performance reports to senior leadership, summarizing key insights, learnings, and recommendations for improving influencer marketing outcomes.
• Establish dashboards and reporting templates that allow internal teams and stakeholders to visualize influencer marketing performance in real-time.

Innovate with Emerging Metrics:

• Stay on the cutting edge of influencer measurement trends by continuously researching and incorporating new methodologies and tools for measurement, ensuring the company maintains a competitive edge.
• Develop innovative measurement approaches to account for evolving digital behaviors and emerging social platforms.

Qualifications

Education/Experience:

• 5-7+ years of experience in marketing analytics, measurement, or marketing science roles, ideally within a global organization.
• Strong experience in digital marketing analytics, with a focus on social media or influencer marketing measurement frameworks.
• Background in data management, performance analysis, or business intelligence, with an ability to interpret complex data sets to derive actionable insights.

Technical Skills:

• Proficient in marketing analytics tools and platforms (e.g., Google Analytics, Tableau, Power BI), with strong knowledge of social media metrics and influencer marketing platforms.
• Experience building data models and using statistical methods to link marketing activity to business outcomes (e.g., brand lift, sales, customer acquisition).
• Strong understanding of key marketing KPIs, such as ROI, ROAS, customer lifetime value, and attribution modeling.

Soft Skills:

• Excellent communication and presentation skills, with the ability to translate complex data insights into clear, actionable recommendations for a non-technical audience.
• Strong collaboration and teamwork skills, with experience working across cross-functional teams and markets.
• Analytical and strategic thinking skills, with a passion for problem-solving and innovation.

Key Differentiators:

• Proven track record of designing and scaling measurement frameworks in a global, multi-market context.
• Deep expertise in influencer marketing analytics and understanding of how to quantify the impact of influencers on brand health and business metrics.
• Ability to navigate large datasets and drive impactful insights that influence marketing decisions and investments.

Deliverables:

• Launch and roll-out of a global measurement framework that connects influencer marketing efforts with business outcomes within the first 6-12 months.
• Consistent delivery of campaign performance insights to key stakeholders, with a focus on data-driven optimization.
• Development of automated reporting systems that provide real-time access to performance metrics across markets.

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