Senior Manager - Digital, Sales & Marketing Analytics

Function: Digital

Location: Bengaluru

Reporting To: VP - Digital, Sales and Marketing

Top dimensions:

Geography: India

Direct reports: NA

Complexity of the role (Optional): XXX

Will this job require travel (Y/N): Yes

Matrix Reports: NA

Type of Role: Individual contributor

Primary Stakeholders (Optional): XXXX

What are the Key Deliverables in this role?

Financial Outcomes

• Own and deliver digital sales transformation outcomes, including revenue growth, margin improvement, and ROI optimization.
• Drive data-led trade spend optimization to maximize effectiveness of promotions, discounts, and channel investments.
• Develop and monitor analytics-driven revenue models across GT and alternate channels (e-commerce, modern trade, etc.).
• Evaluate and scale AI/ML use cases (pricing, demand forecasting, assortment planning) to improve profitability.
• Establish performance dashboards tracking KPIs such as sales growth, cost-to-serve, and ROI on digital initiatives.

Customer Service

• Enhance customer and distributor experience through data-driven insights and digital tools.
• Enable personalized engagement strategies using segmentation, behavioral insights, and channel analytics.
• Improve service levels (fill rates, order cycle time, responsiveness) using predictive analytics.
• Partner with sales and marketing teams to design customer-centric digital interventions across touchpoints.
• Monitor and improve customer satisfaction and retention metrics through actionable insights.

Internal Processes

• • Lead the design and deployment of end-to-end analytics frameworks for sales and marketing performance.
  • Drive data governance, quality, and integration across multiple systems (CRM, ERP, DMS, digital platforms).
  • Standardize dashboards, reporting templates, and KPI definitions for consistent decision-making.
  • Collaborate cross-functionally (Sales, Marketing, IT, Supply Chain) to embed analytics into core business processes.
  • Implement AI-enabled market execution tools (route optimization, outlet prioritization, digital execution tracking).
  • Ensure scalability and sustainability of analytics solutions through automation and digital adoption.

Innovation and Learning

• • Identify and incubate advanced analytics and AI opportunities to drive competitive advantage.
  • Champion a data-driven culture, building analytics capability across sales and marketing teams.
  • Evaluate new-age tools (AI, GenAI, automation platforms) for continuous innovation in sales execution.
  • Lead capability-building initiatives including training, workshops, and knowledge sharing.
  • Stay abreast of industry trends in digital sales, analytics, and FMCG/consumer transformation.

What are the Critical success factors for the Role?

• Strong experience in Data and Analytics
• MBA/PGDM (preferred) with 4–6 years of experience in sales analytics, marketing analytics, or digital transformation
• Ability to work in designing and rolling out solutions
• Strong business partnering experience

What are the Desirable success factors for the Role?

• Experience of FMCG GT market