Lead, Global Audience Insights (Consumer Acquisition)
Philip Morris Products, in Lausanne Area, CH | part-time since 04/2021
Helping PMI grow its IQOS ecosystem of reduced-risk products through consumer analytics
- Analysis of consumer behaviors using research panels, web analytics, and CRM data
- Analysis of audiences for website personalization and conversion optimization (CRO)
- Design and deployment of consumer segmentation to inform product strategy, improve content design, and enhance paid campaigns with better targeting resulting in lower CAC
- Management of vendors delivering predictive models, liaison with markets for deployment
- Evangelization of data-driven thinking, consumer centricity, and agile ways of working