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Job Title:  Audience Analytics Senior Manager

Job Number:  36882

BAT is evolving at pace - truly like no other organisation.

To achieve the ambition, we have set for ourselves, we are looking for colleagues who are ready to live our ethos every day. Come be a part of this journey!


SENIORITY LEVEL: Senior Management Level

FUNCTION: Strategic Planning & Insights

LOCATION: Monterrey, MX



As part of the GBS Strategy Planning & Insights Team, you will enable the business teams to transform how data is used to make decisions through connected data solutions and establish metrics that drive business outcomes.


The ideal candidate is adept at using large data sets to find opportunities for product and process optimization and using models to test the effectiveness of different courses of action. They must have strong experience using a variety of data mining/data analysis methods and tools, building, and implementing models, using/creating algorithms and creating/running simulations.


The right candidate will have a passion for discovering solutions hidden in large data sets and working with stakeholders to improve business outcomes.

Reports to: Data Science Director

Reporting Level: Manage self and others

Geographic Scope: Monterrey



  • Enable the end market to answer key questions regarding audiences, to understand the why, the what and the so what.
  • Mine and analyse data from company databases to drive optimization and improvement of product development, marketing techniques and business strategies, as well as uncover trends, changes, patterns, and anomalies in voluminous data sets.
  • Competent in the selection and application of appropriate statistic and modelling techniques (leveraging Artificial Intelligence and Machine Learning), for utilizing big sets of business data across marketing & commercial functions, developing data driven solutions to business challenges.
  • Deliver the technical build of analytical insights, tools, visualizations and frameworks, managing scope, quality and usability of analytical solutions (predictive, prescriptive, cognitive, sentiment analytics).
  • Translates analytics led business requirements into technical requirements, adopting a creative and problem-solving approach
  • Monitors own performance against service standards to ensure that support and services are provided in line with established SLAs & KPIs.
  • Manages relevant vendors and oversees the execution of all administration related to the service provider relationship in line with agreed performance metrics.
  • Contribute to the transformation to a data driven GBS by creating and delivering projects to capture additional data and visualizing it for smart business decision making.




Experience Required

  • 5+years of experience in similar positions, exposure to multi-cultural teams and matrix structure.
  • Previous hands-on 8+ years of experience in manipulating data sets and building statistical models, working with and creating data architectures, Data Science, Business Intelligence Platform Development, Data Analytics, web anaclitics, consumer insights, proficient in excel and powerpoint.

Technical / Functional / Leadership Skills Required

  • Technical competencies in statistics, coding languages (used for metric & KPI creation, statistical data analysis, data gathering and database management - SQL, DAX, Python & VBA), reporting technologies. Knowledge of a variety of machine learning techniques (clustering, decision tree learning, artificial neural networks, etc.) and their real-world advantages/drawbacks.
  • Knowledge of advanced statistical techniques and concepts (regression, properties of distributions, statistical tests and proper usage, etc.) and experience with applications.
  • Solution Architect – understands business requirements and is able to create technological solutions suited for data and analytics consumption
  • Data Visualization – expert in creating data visualizations in various BI tools and adjusting the design to improve UX
  • Advanced Analytics Knowledge – understands and is able to consolidate data from various sources and provide one single picture easily readable by stakeholders


Education / Qualifications / Certifications Required

  • Bachelor’s degree.
  • A Master’s degree in MBA would be an added advantage
  • Verbal and written communication skills in both Spanish and English is a must.


At BAT we are committed to our Purpose of creating A Better Tomorrow. This is what drives our people and our passion for innovation. See what is possible for you at BAT.

  • Global Top Employer with 53,000 BAT people across more than 180 markets
  • Brands sold in over 200 markets, made in 44 factories in 42 countries
  • Newly established Tech Hubs building world-class capabilities for innovation in 4 strategic locations
  • Diversity leader in the Financial Times and International Women’s Day Best Practice winner
  • Seal Award winner – one of 50 most sustainable companies



Collaboration, diversity and teamwork underpin everything we do here at BAT. We know that collaborating with colleagues from different backgrounds is what makes us stronger and best prepared to meet our business goals. Come bring your difference!


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