Market Mix Modelling (MMM) Specialist

This role is for one of Weekday’s clients
Min Experience: 6 years
Location: Bangalore
JobType: full-time

Requirements

About the Role:
We are looking for an experienced Market Mix Modelling (MMM) Specialist with deep expertise in marketing analytics and advanced statistical modelling. This role is critical in supporting strategic business decisions through the development and interpretation of MMM models, with a strong focus on optimizing media spend and maximizing ROI. The ideal candidate will bring strong Python proficiency, domain knowledge in retail and FMCG/CPG sectors, and the ability to communicate complex insights to senior stakeholders.

Key Responsibilities:

🔹 Market Mix Modelling Development

• Design, build, and maintain robust Market Mix Models to assess the impact of various marketing channels on sales and business KPIs.
• Apply both short-term and long-term modelling techniques to evaluate marketing efficiency and brand equity effects.
• Implement Adstock and other transformation methods to accurately reflect delayed media effects and diminishing returns.

🔹 Optimization & Strategy

• Perform budget allocation and media optimization simulations using model outputs to identify the most efficient marketing mix.
• Develop scenarios and ROI simulations to guide media planning and resource allocation.
• Partner with media and strategy teams to deliver actionable recommendations for campaign optimization.

🔹 Analytics & Interpretation

• Analyze model outputs and translate them into clear, concise business insights.
• Use Bayesian methods and other advanced statistical techniques for model enhancement and credibility.
• Ensure model diagnostics, validation, and updates are well documented and regularly performed.

🔹 Stakeholder Management

• Present analytical findings to business and marketing stakeholders in an easy-to-understand manner.
• Collaborate with cross-functional teams including marketing, finance, and sales to gather inputs and validate assumptions.
• Provide consultative support on marketing performance and strategy development.

Required Skills & Qualifications:

• Bachelor’s or Master’s degree in Statistics, Economics, Data Science, Marketing Analytics, or a related quantitative field.
• 6+ years of hands-on experience in building and implementing Market Mix Models, preferably in the retail or FMCG/CPG industry.
• Proficiency in Python for data processing, modelling, and data visualization.
• In-depth knowledge of statistical modelling techniques, marketing response functions, and causal inference.
• Practical experience in Adstock, decay curves, and various transformation techniques used in MMM.
• Exposure to Bayesian modelling frameworks and/or MCMC techniques is highly desirable.
• Strong knowledge of campaign planning, digital and offline media metrics, and marketing attribution.

Preferred Experience:

• Previous experience working with syndicated retail data (e.g., Nielsen, IRI).
• Familiarity with marketing effectiveness platforms or MMM software/tools.
• Experience with dashboarding tools for MMM output visualization is a plus (e.g., Tableau, Power BI).