Media Analytics & Insights Manager

Date:  Sep 22, 2023
Location:  Tokyo
Company:  Shiseido
Country/Region:  JP
Custom Field 4:  Employee (Permanent)
Company:  Shiseido

Location: Shiodome
Division:  Digital Transformation Office
Job level: Manager
Report to: Vice President
Contract type: Annual Contract / Permanent



Purpose of the Position 職務の目的・ミッション


The Shiseido Group has established the Digital Transformation Office (DTO) in HQ Tokyo, Japan. 
The DTO’s mission is to transform and accelerate Shiseido on its journey to become a digital business and will oversee the enterprise-wide strategy across beauty tech, consumer engagement, data management, ecommerce and digital marketing. The DTO’s mission is to put data in the heart of our marketing and technology development. Shiseido will become “No.1 data driven beauty powerhouse” creating the next generation of Skin Beauty.

The Manager of Media Analytics and Insights will provide on-going analytical support to drive business-critical decisions to maximize the ROI of marketing and advertising across offline and digital channels. In addition, this role will work with MMM & MTA models to provide both strategic and tactical support. The Manger of Media Analytics and Insights will be an entrepreneurial individual with a background in business and marketing performance analysis and a passion for translating data into actionable insight. The Manager of Media Analytics will help develop and support the Global Media Insights and Analytics agenda and in the build of the Marketing Accountability Practice (MAP), working with internal and external brand/media partners.  This role reports to the Global Head of Data and Analytics.  The Manager of Media Analytics and Insights will build and drive adoption of a standardized, actionable Digital Marketing KPIs dashboard to help regions action against findings and goals and provide global oversight and transparency into media allocation and ROI.



Roles & Responsibilities(業務内容)


•    Support the DTO initiatives of achieving a 90% digital media allocation globally by 2025, based on a media maturity roadmap
•    Liaison between Global Brand Holders, Regional Media Teams, Media agencies and Global/Regional IT to deliver against media objectives across multiple regions
•    Lead the regional adoption of the Media reporting and measurement platform and its integration into Media buying and CRM activities
•    Share digital media analytics best practices, apply learnings as real-time diagnostics to optimize performance, and make strategic recommendations to regional media teams
•    Develop media modeling frameworks (including Marketing Mix Modeling) that analyze Media Channel impacts, Audience Insights & Competitive SOV, to inform marketing decisions
•    Point of contact with digital & analytics agency partners including the offshore Digital Activation Team for dashboard and media analytics initiatives
•    Fine tune media campaign management and provide guidance on optimizing media plans with a data-driven and ROI mindset based on attribution modeling
•    Implement new datasets that improve CRM/Media targeting ROI
•    Accountable for media dashboards quality control and mitigating data issues





Functional Competencies:

•    Analytical and problem-solving skills
•    Advanced Analytics in Web, CRM, Media, Retail
•    Business intelligence tools, i.e. Tableau
•    Experience at agency side
•    Working knowledge of:

o    Statistics
o    MMM (Marketing mix modeling)
o    Data architecture, structure, engineering and management
o    Data tech tools including MDM, CDP
o    Big Data tech such as Hadoop and Spark
o    Programming languages such as Python, R, SQL
o    AI & Machine Learning

•    Able to visualize data effectively 
•    Able to communicate complex data insights in a simple, actionable way, and explain complex, technical information in a nontechnical, easy-to-understand way
•    Advanced experience with data science toolkits
•    Strong mathematical and technical writing skills
•    Strong verbal and written communication skills


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