Vice President, Marketing and Data Science

Company description


Publicis Groupe is a global leader in communication and is positioned at every step of the value chain, from consulting to execution, combining marketing transformation and digital business transformation. Through a unified and fluid organization, Publicis Groupe partners with its clients across communication, media, data and technology to ensure access to the full breadth of capabilities in every market. Present in over 100 countries, Publicis Groupe employs around 103,000 professionals.

Overview

Responsible for designing, building, and delivering advanced data science and marketing science solutions in Publicis’s CoreAI platform(s) to support the agency’s global media engagement relationship with Mars, Inc. (“Mars”). This role will be a critical driver both of technical innovation and effective delivery of advanced analytic solutions. Specifically in the areas of connected measurement, outcomes/KPI forecasting, experimental designs at the strategic segments and geo levels, and optimization across all brand & performance media investments.

This role combines experience in applied marketing science and media strategy activation with deep expertise in best-of-breed advanced modeling capabilities to guide the implementation of ML/AI-based solutions. Activities and focus are media investment planning, efficient experimental designs, holistic marketing and advertising measurement and optimization at the customer cohort and geographic levels. The role will integrate data, analytics, and technology to deliver innovative analytic capabilities for Marketing Science functions that enhance the Publicis CoreAI marketplace offering and clients’ business outcomes.

Responsibilities

1. Thought Leadership & Industry Innovation:

• Partnering with CoreAI analytic leadership and account strategists, translate Mars business/brand challenges – such as growing household penetration, media sufficiency for Engagement vs. Conversion goals, customer retention, growing brand equity, and sales forecasting – into Marketing Science and Data Science frameworks and predictive models that can be embedded into or activated as CoreAI workflows.
• Defines the overall Analytic vision and builds the measurement roadmap serving as the foundation capability set that Segments/Regions and agency partners can utilize. Setting high-level analytic and measurement principles and global measurement activation frameworks
• Leverage your marketing & media category knowledge to assess current Publicis capabilities and marketing science offerings across these focus areas—customer micro-segmentation, predictive signals for effective consumer engagement and conversion, audience-based media plan adaptations, dynamic content/creative, holistic measurement & performance reporting, and contributing-factor optimization—and then propose and own a Capabilities Roadmap.
• Design and develop customized analytic products that leverage connected data networks, advanced modeling techniques, industry best practices, and a product-innovation mindset to keep Publicis ahead of the competition in our category.
• A relentless focus on learning and optimization to better business outcomes through well planned and executed Experimentation and an inherent curiosity to test and learn.
• Conduct workshops and strategic discussions with stakeholders to define project scope, objectives, and key performance indicators (KPIs), as needed.

2. Solution Development & Innovation:

• Partnering with CoreAI analytic solution consultants and business strategists, translate cross-industry business/brand challenges – such as growing household penetration, media sufficiency for Engagement vs. Conversion goals, customer retention, growing brand equity, and sales forecasting – into Marketing Science frameworks and analytic algorithms that can be embedded in the Publicis CoreAI workflows.
• Leverage your marketing & media category knowledge to assess current Publicis capabilities and marketing science offerings.
• Bring your technical expertise and hands-on experience to help us advance our CoreAI product offering across key focus areas, such as in customer micro-segmentations, predictive signals for journey mapping, segment-based adjustment to media response curves, longitudinal cohort measurement, AI-enabled performance reporting, and cross-media optimization.
• Design and develop customized analytic products that leverage connected data networks, advanced modeling techniques, industry best practices, and a product-innovation mindset to keep Publicis ahead of the competition in our category.
• Conduct workshops and strategic discussions with stakeholders to define project scope, objectives, and key performance indicators (KPIs), as needed.

3. Marketing Science & Advanced Modeling:

• Lead the team that builds marketing science analytics solutions that use machine learning/AI techniques (clustering algos, large-scale decision trees, neural networks/deep learning, etc.), factorial test designs, bandits, time series forecasting, and optimization algorithms in support of defined marketing science products on your Roadmap.
• Oversee team members who are tasked with applied marketing science and machine learning/AI techniques (clustering algos, large-scale decision trees, neural networks/deep learning, etc.), factorial test designs, bandits, time series forecasting, and optimization algorithms.
• Able to work with large and complex datasets—both structured and unstructured—such as consumers’/customers’ behaviors (across web, mobile, digital kiosks, in-store, chat bots/call centers, etc.), purchase transactions and sales, CRM engagements, CDP audience taxonomies, content-level engagement & efficacy, among others) to derive actionable insights that feed into the CoreAI analytic end products.
• Partnering with your peers in the Data Science practice, support the development of AI-augmented performance reporting into BI visualization dashboards (such as Tableau, Power BI, Datorama) that are integrated in the CoreAI workflows and offerings.
• Utilize programming languages and tools like Python/R/SQL and machine learning frameworks (e.g., TensorFlow, scikit-learn) to build robust data & algorithmic models.

4. Project Execution & Oversight:

• Lead end-to-end project delivery, including project planning, execution, and performance tracking, ensuring solutions meet CoreAI platform and/or client objectives.
• Collaborate with cross-functional teams, including data & technology engineers, data scientists, and business analysts to drive successful implementation.
• Ensure projects adhere to quality standards, timelines, and budgets, managing client expectations effectively.
• Present findings and recommendations to clients in a clear, concise manner, translating technical details into actionable business strategies.
• Continuously monitor models’ performance and accuracy, refining approaches to ensure optimal results.

Qualifications

• Minimum of 10 years of experience in marketing & media analytics with a major marketing & advertising network or similar client-side functions/roles.
• Proven experience in client-facing roles and in delivering advanced analytics to clients.
• Education: Bachelor’s or Master’s degree in Marketing Science, Business, Computer Science, Economics, or a related field. A Ph.D. degree in those or related fields is a plus.

• Technical Skills:
• Practical knowledge of statistical modeling & predictive analytic techniques required to solve complex problems in marketing & media such as MMM, multi-touch attribution, Dynamic Creative Optimization (DCO), customer segmentation, media scenario planning, etc.
• Practical understanding and/or experience with systematic test design & improvement approaches such as full & fractional factorials, Monte Carlo simulations/risk-based testing, etc.
• Programming experience in Python/R/SQL/SAS/Dataiku/etc. Experience with data modeling frameworks—hierarchical and network models, OLAP design, predictive & times series data modeling, knowledge graphs, etc. Proficiency with visualization tools such as Tableau/Datorama/PowerBI.

• Soft Skills:
• Excellent problem-solving abilities and critical thinking skills.
• Strong communication and presentation skills with the ability to effectively engage clients and stakeholders.
• Proven leadership skills with experience managing teams and leading cross-functional projects.
• Provides guidance and assistance to cross functional teams fostering collaboration and a learning culture rooted in innovation

Additional information

Our Publicis Groupe motto “Viva La Différence” means we’re better together, and we believe that our differences make us stronger. It means we honor and celebrate all identities, across all facets of intersectionality, and it underpins all that we do as an organization. We are focused on fostering belonging and creating equitable & inclusive experiences for all talent.

Publicis Groupe provides robust and inclusive benefit programs and policies to support the evolving and diverse needs of our talent and enable every person to grow and thrive. Our benefits package includes medical coverage, dental, vision, disability, 401K, as well as parental and family care leave, family forming assistance, tuition reimbursement, and flexible time off.

If you require accommodation or assistance with the application or onboarding process specifically, please contact USMSTACompliance@publicis.com.

Compensation Range: $$163,210 - $234,570 annually. This is the pay range the Company believes it will pay for this position at the time of this posting. Consistent with applicable law, compensation will be determined based on the skills, qualifications, and experience of the applicant along with the requirements of the position, and the Company reserves the right to modify this pay range at any time. Temporary roles may be eligible to participate in our freelancer/temporary employee medical plan through a third-party benefits administration system once certain criteria have been met. Temporary roles may also qualify for participation in our 401(k) plan after eligibility criteria have been met. For regular roles, the Company will offer medical coverage, dental, vision, disability, 401k, and paid time off.

All your information will be kept confidential according to EEO guidelines.

Veterans Encouraged to Apply.